How to Write a Service Page
If you own a service-based business, guess what you need (like, yesterday)? A service page! But are you wondering how to write a service page that explains your offers well and converts readers into clients? Well, that’s what we’re going to go over in this blog. Read on!
So, what is a service page?
A service page is a page on your website that showcases the service you provide. This page is where potential clients can learn about your offer, why it’s valuable, and other important information. You might have one service page that shows all offerings or individual service pages that explain each service you offer.
And if this is sounding eerily similar to a sales page, don’t worry, a lot of people get these two confused, so check out my other blog post on how sales pages and service pages are different.
Why do you need a service page?
Ultimately, the goal of a service page is to sell your service. So, when you write good service pages, they’ll help you meet this goal.
By optimizing your service pages for relevant keywords, they can rank in search results when people are looking for specific services. This can also boost your website traffic and help you get more leads for your services.
What should be included in your service page?
Service pages typically have a lot of information. It should give your reader enough information for them to know if they are a good fit for your service and if they actually want it, but it shouldn’t be so packed that they get overwhelmed with information. While every service page is different depending on your goals for it, here is what typically needs to be included in a service page.
Headline
One key element your service page needs is a compelling headline. The headline should do two things — include your target keyword AND pique your reader’s interest and make them want to learn more about your service.
This is definitely easier said than done, so if you need more help figuring out how to do this, read my other blog post on writing website headlines that convert.
The problem
Your service page should typically include a section that highlights what your reader might currently be facing because they DON’T have your service. This helps them connect their needs with what you offer. By clearly describing these issues, you show potential customers that you understand their pain points and empathize with their situation. This makes your service feel essential and urgent, encouraging them to reach out for help.
What they get
In order for a reader to decide if they want your service, they need to understand what they will actually get from it. For example, if your service is the wedding photography service we discussed, what does that include? Photos on the day of the wedding? Editing? A wedding video?
Benefits
You shouldn’t only be telling your reader the x, y, and z of what they are getting with your service, but you should also be telling them what the long-term benefits of this service will provide them. By showing potential clients the lasting advantages, you help them see the true value of your service.
Process
Another important piece of information your reader needs to know to move forward with your service is what the process of working with you actually looks like. For example, what does onboarding look like? How long does it take for you to complete the service? Or is the service offered on an ongoing basis? How much involvement is needed from the client? We all like to have a bit of certainty when paying for a big expense (like a service), so it’s important to lay it all out in the open so your potential client feels they can go into the process confidently.
Testimonials
The average consumer reads 10 online reviews before making a purchase decision. People are cautious and rightfully want to avoid false promises.
So, provide proof that you know what you’re talking about! Showcase testimonials and reviews from satisfied clients. Include any impressive numbers or case studies that highlight your success. This evidence reassures them that they're making a smart choice by choosing your services and that you’re worth working with.
Call to action
What do you want your reader to do next when reading your service page? For most businesses, you’ll want your reader to reach out to you to set up a consult call. Whatever it is you want them to do next, guide them with clear call-to-action (CTA) buttons. Don’t be shy about using CTAs throughout your page. These buttons help direct your visitors and make it easy for them to take the next step. Sometimes, all it takes is a little push!
FAQ
If you are consistently hearing questions from potential clients about your service, include them in a frequently asked questions section of your service page.
Prices
There are some cases where listing prices is not necessary, but for the most part, it can be really helpful to do so. First of all, listing your prices saves you time in responding to people who can’t even afford your services. It also saves their time as well! And let’s face it, who wants to waste time “hopping on a call” only to find out the service is not in your budget?
While you may get fewer inquiries (although the people you weed out are most likely people who can’t afford your services anyway), the inquiries you do get are far more likely to lead to a sale.
How to optimize a service page for SEO
In order to optimize a service page for SEO, you need to know what search queries people are searching for in Google when looking for your service.
For example, let’s say you’re a wedding photographer in NYC. Think about what people who are looking for your service are typing in Google when looking for a service provider. I’d assume they’ll type something like, “wedding photography in NYC” in Google.
You can use keyword research tools to confirm that this query has some search traffic (it does), and then you know that this is the keyword you might want to optimize your service page for.
When writing your service page, you want to be careful to not stuff this keyword in the page (as that is frowned upon by Google). You can keep it simple and just place your keyword in the following places:
In your URL
In the main heading (H1)
In one subheading (H2)
In the first 100 words
In the meta title
In the meta description
Should you have multiple service pages?
If you offer multiple services and want to rank for different keywords for each, it’s better to create separate service pages for each one. This way, each page can focus on a specific service and target the relevant keywords, making it more likely to rank higher in search results. Dedicated service pages allow you to provide detailed information about each service, which makes it easier for potential customers to find exactly what they’re looking for. Ultimately, separate service pages improve your chances of attracting the right traffic and converting visitors into clients.
How long should your service page be?
In general, you’ll want your service page to be at least 800 words long to rank on Google, and that word count is usually around the amount you’ll need to explain your service to your reader. You might be able to rank on Google with less content on the page, but if you can make your content really good AND reach that higher word count, your chances of ranking will be much higher.
5 tips on how to write a service page
A service page is one of the most important pages of your website. But it’s important to get it right. Here are some tips for writing a service page that showcases your offerings and converts your readers into clients.
Tip #1: Write to one person
Trying to speak to everyone often means you end up connecting with no one.
So, when creating your service page, focus on writing to one person—your ideal client. Understand their needs, desires, pain points, and problems so you can address them directly. This personalized approach makes your content more relatable and impactful so that the reader ACTUALLY wants to keep reading.
Tip #2: Understand the problem you solve
When writing your service page, it's important to pinpoint the exact problem you solve for your clients. Knowing who your ideal clients are and what their issues are is great, but you need to articulate the specific problem you address.
For example, if you offer web design services, the problem might be that your clients have outdated, hard-to-navigate websites. This is a problem because a poorly designed website can drive potential customers away. Additionally, your clients probably don’t have the time to design the website themselves or learn how to do it, making the problem EVEN MORE frustrating.
Getting into the mind of your reader and speaking to their problem can make what you offer resonate much more effectively.
Tip #3: Have clearly defined offers/processes
When writing your service page, make sure to clearly define your offer and how it solves their problem.
For example, if you provide web design services to clients with outdated websites and no time or skill to create a new one, outline how your offer solves their problem. That might be as simple as the fact that you know how to take ideas of what people want for their website design and turn it into a final product they LOVE that is both effective and beautiful.
You’ll also want to explain what the process looks like, how long the process takes, and how much they should expect to pay. Making the process transparent and easy to follow makes people feel a lot more comfortable working with you since they know what to expect.
Tip #4: Weed out who’s not a good fit
When writing your service page, it’s important to attract the right clients and weed out those who aren’t a good fit. This helps you avoid wasting time on calls or emails with prospects who aren’t aligned with what you have to offer.
While this isn’t always necessary, a simple way to do this is to include a section that clearly states who your services are ideal for and who they aren’t. For example, if you offer personalized nutrition coaching, mention that your services are perfect for individuals seeking customized meal plans and one-on-one support. If your approach isn’t suitable for people looking for generic diet advice or quick fixes, make that clear.
Tip #5: Make sure it’s skimmable
However long your service page is (although I’d recommend it be at least 500 words to have a shot at ranking in Google), make sure the page is skimmable.
The reality is that most people skim web pages, so if you have just a chunk of text, visitors are likely to feel overwhelmed and click away.
Break up the text and use headlines to create clear sections, as well as bullet points, short paragraphs, and bold text to highlight key points. This way, readers can quickly find the information they need, making your page more user-friendly and engaging. If you’re able to engage your reader when they skim, they’re more likely to take a minute to read the whole page in full if they’re interested in your service.
Want to learn more?
Your service page is one of the most important pages on your website. So, hopefully, these tips have made it a little easier for you to know what you need. But do you need more help? You can learn more about Squarespace, design, copywriting, SEO, and more on the blog! Here are some of our favorites!
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