On most business websites, the homepage gets the attention but the service pages do the selling. They are where people land from search results, where they compare you with competitors and where they decide whether to get in touch. Yet many service pages are a short paragraph, a stock photo and a “contact us” button.
Here is a structure we use when writing service pages for clients, and why each part matters.
Start with the problem, not the company
A visitor arrives with a problem they want solved. The first lines of the page should show that you understand it. Compare these two openings:
- “We are a leading provider of innovative bookkeeping solutions.”
- “Spending your evenings chasing receipts and reconciling bank statements? We take bookkeeping off your plate so you can get back to running your business.”
The second tells the reader immediately that they are in the right place. Use the words your customers use, not industry terminology, and make the headline describe the service plainly so it also works for search engines.
Explain what is included
Be specific about what the customer actually gets. A short bulleted list of deliverables or stages is much easier to scan than a long paragraph. If there are things you do not do, saying so politely can save everyone time.
It also helps to describe the process: what happens after someone gets in touch, how long each stage takes and what you will need from them. Uncertainty about the process is one of the most common reasons people put off contacting a supplier.
Photo by Luke Southern on Unsplash
Show proof close to the claim
Anyone can say they are reliable, experienced or good value. Back it up on the page itself with:
- A short testimonial from a customer who used this particular service.
- A link to a relevant case study or project.
- Photos or screenshots of real work.
- Relevant qualifications or accreditations.
On our own custom client portals page, for instance, we link to real portal projects so visitors can see what we mean rather than taking our word for it.
Answer objections before they are raised
Think about the questions you are asked on every sales call and answer them on the page. How much does it cost, roughly? How long does it take? Do you work with businesses my size? What if I am not happy? A short FAQ section at the bottom of the page is a tidy way to do this, and it often helps the page appear for longer, question-style searches.
If you cannot give exact prices, give a range or a starting point. Visitors who see no indication of cost often assume it is expensive and leave.
Make the next step on every service page obvious
Every service page should end, and ideally also begin, with a clear call to action. Tell people exactly what will happen: “Book a free 20-minute call” or “Send us your details and we will reply within one working day” is far more inviting than a bare “Submit”. Offer more than one route, such as a form, a phone number and an email address, because different people prefer different methods.
One service, one page
Finally, resist the temptation to describe everything you offer on a single “Services” page. Each main service deserves its own page with its own headline, examples and questions. That gives each one a chance to rank for the searches that matter and lets you speak directly to the people who need it.
Review your service pages every six months or so. Update the examples, refresh the answers with questions customers have actually asked and check that every page still links to the right contact route.
If your service pages are not bringing in the enquiries they should, we can help you rework them.
