How are service pages and sales pages different?
The terms “sales page” and “services page” are often used interchangeably on the Internet, even though they are very different.
Don’t get me wrong, I totally understand the confusion. When I first started as a copywriter, I certainly didn’t know. Then I’d learn the difference and forget again.
So, today I’m going to break down the differences between a services page and sales page to help you avoid this confusion (and possibly send this to clients who ask me—if that’s you, heeyyy!).
What is a services page?
A services page is a page on your website that lists the services you offer. The purpose of this page is to invite people to explore what you offer, how your offers are packaged, and what’s included in the offers. On this page, your reader can compare offers and choose which one they think is best for them. This page is very important, and is often one of the most visited pages on your website.
What is a sales page?
A sales page is a page with the specific purpose of selling your product or services. It’s typically a standalone page that focuses on one product or service and is there to answer questions your reader may have about the offer, overcome objections, and guide them towards a purchase.
How they are similar
If you’re still confused about what the difference between a services page and sales page is, I get it. At the end of the day, they are both pages on your website that are trying to provide information to your reader that will hopefully sell your services. But, that’s pretty much where the similarities end.
How they are different
Sales pages and services pages have a surprising amount of differences considering how much confusion there is about the two. Let’s go over them.
Length
Sales pages are typically a lot longer than services pages. Longform sales pages are upwards of 5,000 words long. Why are they so long? Well, because a sales page is supposed to answer EVERY SINGLE question that your reader may have about your offer. So, there’s a lot to cover in that single page.
CTAs
There should be just one call to action on a sales page. BUY. A services page on the other hand, may have a call to action to “jump on a call”, or “learn more,” not necessarily to buy the service.
Urgency
A sales page should have at least some kind of urgency, even if the offer is not changing anytime soon. If you’re launching an offer, adding an “act fast” offer can be a good idea to get more sales. If there is some other type of urgency, like only having limited spots or a time frame that your offer will be open, that should be clearly stated on your sales page.
On the other hand, for a services page, the information is typically laid out there, it’s up to your reader for when they want to take action.
Standalone page
Like I mentioned before, a sales page is typically a standalone page on your website, meaning there are no external links or navigation where someone can click to another page on your website. Everything they need should be on the page, and the only other page it should link to is the checkout page.
When you need each one
This is a frustrating answer, but… it depends.
In general, most service businesses need a services page, especially if they have multiple services. They’re useful for website visitors who are getting to know you and want a basic level understanding of what you offer. Since services pages function as a part of your website as a whole, the readers of your services pages are typically going to be jumping around to your about and home pages along with reading your services page. Services pages are also typically written with some SEO in mind because they're written for even the coldest of leads.
Sales pages are useful as a part of a larger sales funnel. For example, maybe you’re sending someone to a sales page from an email you’ve sent out (so they’re already on your email list). Sales pages are typically more useful for warmer leads.
Another way to decide if you need a sales page or services page for your offer is to understand what you want them to do after reading that page. If you want your reader to make a purchase right away, without reaching out to you, you’re probably going to want to send them to a sales page. If you want them to book a clarity call first, you’re probably going to want to send them to a services page.
While it’s tempting to always want to send someone to a sales page for a service you offer (especially if you’re an introvert), remember that those clarity calls help you create custom packages for prospective clients. Sales pages are more useful if you have a clearly defined package with a fixed price, like a VIP day or a 6-month mentorship.
Final thoughts
Understanding whether you need a sales page or services page, or even what the differences are, can be tricky at times. After all, it’s not an exact science. It also doesn’t really matter whether you call these pages a “sales page” or a “service page.” More importantly, you should understand what you want out of these pages. And remember, sales pages and services pages are both very useful and have their own value in your business.
If you don’t want to bother figuring out which one is right for you, let alone writing these pages, reach out to me!
I can help.