If you offer services, your website shouldn’t be the online equivalent of a recorded voicemail message. That is, it shouldn’t just give your audience some basic information about your brand. It should sell you and your services. That’s right – when you’ve got a solid services page, you don’t have to do all the work to get new leads and score new clients. Your website does a big chunk of the work for you.
How do you write a services page that convinces your website visitors that you’re the one? Check out these 8 tips and examples for writing a high-converting services page.
Learn exactly what to include on a high-converting services page. Download our ultimate services page copy template + full example.
1. Make sure your audience gets it
Games are fun, but you shouldn’t play them with potential clients. If your website visitors scan your services page and can’t figure out what you offer, there’s a major problem. That’s why one key tip for writing a killer services page is to include the information your audience needs to understand what your services are.
Figuring out how much detail to include can be tricky. After all, when you know your services inside out and think they’re awesome, it can be hard to understand why they need any explanation at all. That’s why it’s helpful to take a step back and think about your services from the perspective of someone who doesn’t know anything about what you offer. If you were this person, what would you need to know? What information would you want to see and what wouldn’t be so important?
Want to make sure your website visitors get your key message even if they only scan your page? Master these 10 strategies for writing scannable copy.
Example: The copy included on Melissa Rose’s services page makes it easy to figure out what she offers
2. Emphasize the benefits
Remember, your audience is ultimately looking for an outcome or result, whether it’s getting more traffic to their website or getting their taxes filed without having to lift a finger. They’re not necessarily thinking about the details of the process that’s going to get them there. That’s why a key tip for nailing your services page is to emphasize benefits, not features.
Sure, you’ll need to include some information about the details of your services on your services page. But these details alone won’t help you seal the deal with a potential client. To convince your audience that your service really is worth the investment, focus on the benefits it offers in terms of the key problem or pain point it addresses.
Example: See how Kreanille Design focuses on the “why” before getting to the “what.”
3. Describe your service
Even though you want to focus on benefits on your services page, you still need to tell people what your services are. That’s why this tip is about making sure you actually describe your services. For example, if you’re a wedding photographer who offers three different packages, describe what’s included in each one.
When you take the time to describe your services, your audience knows exactly what’s on the table so they can decide if it’s right for them. It can also boost the likelihood that the people who end up contacting you are a better fit for what you have to offer. This way, you won’t have to spend time emailing or talking to people who don’t even meet the basic criteria for being your next client.
Example: See how Global Graphics lists the features of their web design service in clear bullet points.
4. Include testimonials
In our post on how to write landing page copy that converts, we mentioned that there’s someone who can sell your brand better than you can: your clients. That’s why one of the best tips we can give you is to include testimonials on your services page.
Testimonials show your potential new clients that you deliver on your promises. This builds your credibility, boosts the trust your audience has in you, and helps potential clients envision the way their life can improve with the help of your service.
Example: Look at how Kaitlyn of The Crown Fox lets her clients speak for her.
5. Consider the implications of including vs. excluding price information
There’s a lot of debate about whether you should list specific prices on your website. But leaving this information out entirely can make it harder to get targeted leads for your business. People who can afford you may hesitate to contact you because they assume you’re out of their price range. At the same time, you may have to field a lot of emails and calls from people who really can’t afford you. In sum, you can end up getting fewer new clients while wasting a lot of time.
Providing pricing information on your services page doesn’t mean you have to list specific prices for each of your services. You can instead list a price range, starting price, or even simply a pricing guide. Being transparent about pricing lets people know where you stand and whether you’re the right fit for them.
Example: Check out how Melissa Carter includes starting prices on her services page to let potential clients know what to expect.
6. Tell them what to do next
If you’ve taken the time to write a compelling services page, the last thing you want to do is leave your audience hanging. To boost the leads your services page generates, include a call to action that tells visitors what to do next. Should they fill out a request form, download a brochure with more information, or shoot you an email?
Instead of making your website visitors search for your contact info or request form, make their next step crystal clear right on your services page. Remember, every bit of friction you create for potential clients produces another opportunity for them to leave and never give you another chance.
Example: See how Narsha Design Co. includes a clear call-to-action on this services page.
7. Don’t be afraid to change it
Just like the copy on other pages of your website, your services page copy isn’t set in stone as soon as you’ve written or published it. To get the best possible results with your services page, monitor your analytics and tweak your copy accordingly.
You can also update your services page copy based on direct or indirect feedback you get from your audience. For example, if you find that potential clients are always asking you the same questions about your services, it’s a sign that they may want to see that info right on your services page. Find a way to incorporate it into your services page by weaving it into your existing copy or adding an FAQ section.
Example: Take a look at the FAQ section on MintSwift’s services page.
8. Name your services strategically
This last tip isn’t so much about how to write your services page as it is about what to name your services in the first place. You may be able to come up with a cool name like “The Dollar Dollar Bills Tracker” for your accounting services. But if you choose creativity over clarity, you might run into some problems.
For example, people who land on your services page may not be able to figure out what you actually do, people who are looking for accounting services may not realize that you’re a great fit, and you may be less visible in search engines when people search for accounting services.
Make it easier to connect with the very people who are looking for your services by prioritizing clarity over creativity when it comes to naming your services. You may even want to think about conducting keyword research to identify the best names to use for your services based on the words your audience uses in Google searches.
Example: See the clear and simple names Fathima’s Studio uses on this services page.
A strategically written services page makes all the difference
Crafting the copy for your services page may seem daunting. But it doesn’t have to be. Use the tips we’ve shared along with the template and example we’ve got for you below and you’ll be well on your way to owning a services page that sells your business for you.
Learn how to structure a high-converting services page. Download our ultimate services page copy template + full example.