At Your Service: How to Write the Perfect Services Page for Your Company Website

Content Goodies

As a service-based online business, your website’s Services page is the backbone of your entire company.

In fact, 47% of online users visit a company’s Services page before any other web page when researching a company online. That means if you don’t want them abandoning ship before they even explore the rest of your website, a Services page has really got to impress them.

So, it’s understandable if you’re feeling a little freaked out about writing yours.

Sure, the content on your Services page certainly has a lot of weight to carry – and that can be intimidating.

But you’re more than capable of writing engaging copy that speaks to your target audience while showing your services as the solution to their problems.

And we’re here to help!

Let’s explore all the essential elements of writing your website Services page – what to consider and what to include – so you’ll leave a lasting impression on your potential customers.

How to write a website Services page in 8 simple steps

A well-crafted Services web page is your secret weapon when it comes to converting website visitors into loyal customers. Here’s how to do just that.

1. Consider your audience

Your audience should be at the core of everything you write – and your Services page is certainly no exception!

Before you start writing your content, think about your audience and what has led them to your website.

Who are they? What are their wants and needs? What issues are they facing? What style of communication will resonate best with them?

Think about these factors when you’re crafting your content, tailoring your Services web page to address these specific points.

2. Start with a clear, compelling headline

Web page headlines or titles are super important for so many reasons. They:

  • Allow you to catch your audience’s attention right away
  • Break up content to make it easier to digest
  • Create a more cohesive flow to any website page
  • Boost SEO when you use keywords in titles

Put time and consideration into writing yours. While it’s important to include keywords for search engines, you’ve also got to attract and engage your audience with a compelling headline. Try to find the balance and keep things relevant.

3. Keep your service descriptions concise

While you might be tempted to get into all the nitty gritty details of your service offerings, we’re sorry to tell you that people simply don’t care.

Unless it concerns or impacts your audience, do they really need to know?

People want information, fast! Keep things short and sweet when writing about your services so you don’t overwhelm your website visitors. A clear and concise description will do!

If you need to get into specifics, make sure to break up the information by using bullet points and avoiding industry jargon that might alienate the reader.

4. Focus on customer benefits

Listen, you’re great at what you do. So why wouldn’t you want the world to know?

But when it comes to website copywriting, contrary to what you read on most websites (to their detriment), it can’t be all about you all the time.

If you really want to connect with your target audience and convert them into loyal customers, you’ve got to focus on them.

When writing about your company’s services, focus more on the benefits they offer to your clients and how you can transform their lives, rather than reeling off the details of what you do.


5. Provide social proof for online trust

These days, it’s getting harder and harder for online users to know which sources they can trust and which ones are trying to take them for a ride.

Online reviews impact purchasing decisions for 95% of consumers, so it’s absolutely essential that you include plenty of lovely customer testimonials if you want to earn the trust of your website visitors.

Reviews are even more effective with a personal touch. So, if possible, use your client’s name and photo alongside their glowing quote to really win the hearts of each potential customer.

It’s also a great idea to include any accolades you might have gathered along the way as further proof that your services are better than your competitors. Proudly display your achievements, awards, certifications, and affiliations on your Services page to show off your credibility and assert your brand as a leading provider in your niche.

6. Include a strong call-to-action (CTA)

Once you’ve crafted some compelling and engaging content for your Services page, don’t let yourself fall at the final hurdle.

You’ve been guiding your website visitors towards this point with everything that you’ve written so far.

Take the time to write a clear and enticing call-to-action that encourages the  reader to complete your desired outcome.

Whether that’s to get in touch with you, complete a submission form for a quote, or purchase your services on the spot, your CTA should be easily accessible and simple to act on.

7. Think about Services page design

It’s super important to consider the flow of your Services page design when you’re writing your content.

Think about what needs to be said where – what information needs to go at the top of the page, how to guide readers to your CTA, and how to break information into digestible chunks while still feeling cohesive for an intuitive site navigation.

Mix up your written content with personalised, engaging visuals that make your Services page less overwhelming for your audience while allowing them to connect with you on a human level, too.

Finally, it’s important to remember that your Services page needs to look good and work smoothly across all devices. Mobile responsive design is absolutely essential if you want to guarantee an enjoyable user experience for all site users, no matter how they’re visiting your website.

8. Keep everything current and relevant

Creating Service pages can take time. You might be relieved to get it off your plate after all the care and work you’ve poured into it. But once you’re done, don’t be tempted to just move on and forget all about it.

Dated content can drive potential customers away. And if you can’t even keep your own website current, how are they supposed to trust that you’ll be an attentive service provider and give them the level of care they need?

Regularly update all the services as required. Whether you’ve updated your pricing, process, or what’s included, it’s essential that your website accurately reflects your offerings to avoid any confusion.

Keeping things up-to-date will make your audience swoon, and search engines will be suitably impressed with your efforts, too. They favour fresh content in results rankings!

Write show-stopping Services pages with website copywriting templates from Content Goodies

As professional copywriters, we get just how difficult writing Services pages for your own online business or your clients can be.

That’s why we’ve created The Website Copywriting Accelerator Pack to help people just like you write awesome web copy that attracts, engages, and converts.

Get access to tons of super helpful templates to help you write your entire website, from individual Service pages to a standalone landing page.

They even help you navigate web design with thoughtful wireframes created by professional copywriters.

Download your pack today to take the stress out of copywriting for the web.


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