Why Services Should Be Described Through Customer Needs, Not General Words

When a business posts a service ad, often a too general description is used: "Cleaning", "Tidying", "Repair", "Consultations".

The problem is that users don't search like that. People are not looking for abstract services, but for a solution to their specific task.

That is why the wording of the service directly affects the visibility of the ad and the number of responses.

How Users Actually Search for Services

Users rarely just type the service name into search. Much more often they formulate the query as their situation looks.

For example, instead of:

• cleaning
• tidying

people search for:

• apartment cleaning after moving
• cleaning after renovation
• morning cafe cleaning
• regular office cleaning
• deep cleaning before renting out

The more accurately the service matches the query, the higher the probability that the ad will be opened.

General Wordings Don't Work

Ads with general titles:

• stand out poorly among others,
• do not give an understanding if the service fits,
• are skipped by users more often.

Example of a weak ad:

Cleaning. High quality and inexpensive.

Users don't understand:

• what exactly the service is suitable for,
• what tasks you work with,
• whether you will solve their specific problem.

Specifics Immediately Increase Interest

Compare two options:

General description:

Room cleaning.

Specific description:

Apartment cleaning after moving and renting out. We work quickly, with our own equipment.

In the second case, the user immediately understands:

• if the service suits them,
• in which situation it is useful,
• whether it is worth opening the ad and writing.

How to Correctly Formulate Services

When describing a service, it is worth answering three simple questions:

1. In what situation does the client need this service
2. What exactly do you do
3. For whom or for what object

Examples of correct wording:

• Cleaning after renovation in apartments and houses
• Morning cleaning of cafes and restaurants
• Preparing apartments for rent
• Regular office cleaning
• One-time deep cleaning before moving

Such wordings:

• are searched better,
• inspire more trust,
• attract more targeted inquiries.

Benefit for Search and Responses

A detailed and specific description of the service:

• is better indexed by the site search,
• matches real user queries,
• reduces the number of non-targeted inquiries.

As a result:

• the ad is received by those who really need the service,
• conversion from views to inquiries increases,
• time of both business and client is saved.

Use Demand Data

On Ozna.sk you can rely on:

• user search queries,
• wordings that people type into the search bar,
• popular combinations of words and services.

This helps to describe services not "from yourself", but based on real demand.

Conclusion

People do not look for abstract services — they look for a solution to their problem. Therefore, instead of general words, use specific, understandable wordings.

A correctly described service:

• is found faster,
• is opened more often,
• brings more targeted inquiries.

If you describe the service as the client searches for it, the ad starts working significantly better.