How to Write the Ultimate Service Page

Most business owners spend a lot of time getting the copy on their Homepage and About Us pages perfect. But one page that’s often neglected is the ‘Services’ page.


Because most people aren’t sure what they want or need to say. And in many cases, it ends up being a page crammed with confusing jargon and little to no spark, unlike those gloriously precise Home and About pages.


14 tips to help you create a services page that converts into sales

Your services page is so important. It’s where potential customers can learn what you do, how you do it and how much they need to invest – so it needs to convert visitors into leads.

To help you do that, here are fourteen tips to consider when creating yours:

1. Set the goal of the page

Before you do anything, sit down and answer the following question:

What do I want to achieve from this page?

            No doubt your answer will be:

To convert leads into sales!

Great – so write this down and keep the goal in mind as you create your new Services page.

2. Research what your customers want

It’s easy to forget that your business is all about what your customers want, not what you want. So, understanding the pain points your customers face is crucial.

You can do this in a few ways:

  1. Ask existing or past clients about the problems they face in their business
  2. Use SEO to research the most common questions your customers type into search engines
  3. Check Answer the Public for search volumes and questions related to your clients’ industries

Your customers need to identify themselves in your copy, so make sure the services you offer solve the most common issues they come up against

3. Add an elevator pitch to each service

An elevator pitch helps you get your message across more succinctly. So, to write an awesome one, include:

  1. What’s involved in the service
  2. How you do it
  3. What’s different and better about how you do it
  4. The results it will bring them
  5. How they can get it
Features vs Benefits Services

4. Include features vs benefits of the service

List the features of your services and how they transfer into benefits.

A great example of this is with how the iPod was originally marketed:

  • Features: 1GB of MP3 storage
  • Benefits: Over 1000 songs in your pocket

A benefit might be something you can help your customers achieve. Or it can be something you can help them to avoid. Think about how your services make life easier and more enjoyable for your customers and include these in your copy.

5. Answer the “no”

Every customer will have objections. Or feel resistance to investing in getting the help they need. So, make sure you mention any push backs they might have and explain how much better life will be if they press ahead and fix them.

6. Avoid jargon and use a conversational tone

Unless you’re working in an industry or niche that can only be explained completely by using jargon, avoid using it like the plague.

Instead, use terminology your customers will understand.

If you sell brooms, call them brooms.

Don’t call them long-handled brush head cleaning devices, even if that’s what they’re referred to as in the trade (hopefully not!).

And use a conversational tone of voice. Your customers are human, so use humour and contractions (you’ve, we’re) to make your copy sound like you’re a human being talking to another human being.

Features vs Benefits Services

7. Be Specific

Read over your description and cut out anything that’s vague or could be misconstrued.

So, instead of saying:

We’ve helped a number of companies increase their income in the last 12-months.

Saying something like this instead:

We’ve helped 25 companies increase their income by 70% in 2021 alone!

And back your claims up with real statistics.

If people know it works, you’ve got a better chance of convincing them.

8. Include case studies

A case study is real-world proof that your services work and deliver on your promises.

Testimonials are great, but a case study is even more persuasive.

9. Add FAQs

Search engines love FAQs.

Love them. Love them. Love them.

I can’t emphasise that enough.

FAQs mean you can include the most common questions and phrases your customers type into Google. Not only will it do wonders for your searchability. It builds trust in your business too.

10 To price? Or not to price?

Including your prices is always a big decision. And, honestly, there’s no right or wrong answer here.

Some businesses prefer to include prices for clarity. And it stops the back and forth with customers who want to haggle. But you might not want to disclose your prices for many reasons, including the possibility of competitors undercutting you.

Pricing is a completely personal choice.

11. Include a Call to Action

Many businesses owners set up their services page then forget to add a call to action – which means customers are likely to click away. Sure, you can include a ‘Contact’ button in the navigation, but you can’t guarantee they’ll click it.

So, make it super-easy for them to get in touch by a rousing call to action, reminding them how great life can be by contacting you.

12. Dazzle them with testimonials

Sure, case studies are amazing, but there’s still a place for the humble testimonial. These short snippets give potential customers a window into how great you are at what you do.

They might not be as in-depth as a case study, but they’re quick to read and can be enough to get even the most reluctant person off the fence and into your inbox.

13. Capture their email address

Include a free downloadable guide, or white paper prospective customers will find interesting. Make it as useful and helpful as possible and you’ll impress them enough to find out more about what you have to offer.

14. Create a service page for different services

Cramming everything onto one page will make your services page long-winded and a little boring. Plus, not every visitor will want to scroll to find the service they need.

That’s why it’s important to split your services into separate pages.

Let’s say you’re a copywriter.

You could split your pages into:

  • Web pages
  • Blog Posts
  • Editing and Proofreading

            That way, visitors who want a proofreading service don’t have to scroll endlessly.

Make it quick and easy for them to find the service they want.


Ready to create a services page that converts?

I hope so.

Above are just fourteen ways to create a services page that has the power to convert visitors into leads and leads into sales.

But if you don’t have time, maybe Pink Elephant Media can help?

At Pink Elephant Media, we design and build smart websites that:

  • Identify who your visitors are
  • Where they’re coming from
  • What they’re interested in

And gives your potential clients all the information they need to choose you over your competitors.

Want more clients?

Then get in touch and let’s have a chat about how we can help you create a services page that’ll be the envy of your industry.

Until next time,


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