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Guide: Create a Strategic Services Page

Your services page is usually one of the most viewed pages of your website.

Getting it right can potentially mean that those visitors that are about to cross the line to get to work with you, finally make the move.

The more you tailor your services page to appeal to your soulmate client, the more likely you will be able to attract the kind of humans who connect with your purpose and whom you want to work with.

Communicating your business’ purpose and offerings to those potential leads should be one of your site’s primary goals. Among other things, this includes clarifying what services you provide.

Just saying you offer “coaching solutions” or “help the busy business owner grow their business” doesn’t tell your visitors much.

They’re just going to wonder what those coaching services are about, what they can personally get from them, and what the specifications of the coaching you offer are.

But this is not only about writing big chunks of text to provide as much information as possible, this is also about the layout you use to display this information without overwhelming your visitors.

Here’s how to format your website’s services page to attract more clients.

1. Understand the humans you want to connect with

If you are working with a designer who builds websites strategically, most chances are you have already done your homework and identified your customers. However, when writing your copy, this will turn into one of the most important aspects to keep in mind.

The more targeted you can get with your message, the more likely your site visitors will get in touch with you. If you have more than one target persona who would be interested in your service, consider creating unique pages that focus on their needs.

Even if you only have one target persona, make sure your service page speaks to them specifically. And don’t try to play it safe! Be authentic in what you say, don’t be afraid of taking risks. Your purpose is not to get everyone to like you. Instead, your purpose is to only get the attention of those who feel aligned with your message.

Who your Soulmate clients are? Think about:

  • What are their motivations?
  • What problems are they trying to solve?
  • What their objections might be
  • What exactly it is that will make them choose you
  • What tone and wording will you use to talk to them

You can then use these outlines to ensure your service descriptions are completely customer-centric.

2. Features vs benefits

Create a list of the features of your services and then list how they transfer to benefits. The features tell the customer something noteworthy about the product, and the benefits explain how the customer’s life gets better because of it.

How is your service going to make the customer feel, or what are they going to gain? How will their lives look after working with you?

A benefit might be something that you help customers achieve or something negative that you can help them avoid. In other words, think about how your service makes their life better, easier, more cost-efficient, or more enjoyable, and use these ideas to make your text more enticing. Make them imagine their lives after using your services/products!

3. what is the thing that keeps your soulmate client up at night?

Using the information about who your soulmate clients are, identify how your services will help them overcome these concerns. Readers will quickly relate to how your service is the solution they need.

Speak directly to the reader. Engage with them by shifting the focus to them, rather than your company. Use sentences that feature ‘you’ and ‘your’ rather than ‘we’, ‘I’, or ‘us’.

4. Make it visual

Visitors scan web pages. They will visit your page to find answers to their questions, so the first thing they will do is scan your website and see if you give an answer to those questions.

Only once they have confirmed that, they will read through paragraphs and further details.

So to ensure that your readers are picking up all the key info, present your services in an easy-to-consume format.

Do this by:

  • Using subheadings to separate out text – readers will scan these to find information relevant to them and then read the information under these headings.
  • Using bullet points to include key information without them getting lost in the depths of a paragraph.
  • Using whitespace to guide readers through the page and ensure they’re not overwhelmed by blocks of text.

Always make efforts to break up blocks of text with visual elements to keep visitors engaged and interested.

5. Be specific

How many times have you read the words ‘leading [provider]’ or ‘your city’s best [service provider]’? According to who, exactly? Read over your descriptions and highlight any generic-sounding phrases.

What can you say instead that presents a more tangible and credible offering? Use factual deliverables and chop out the fluffy marketing speak. For example:

  • Instead of saying ‘efficient service and fast turnaround times’ you could say ‘All inquiries answered within 24 hours’.
  • Instead of saying ‘We help our customers do X, Y and Z’, say ‘For # years we’ve helped over # companies achieve $## in additional revenue’.

Much more convincing!

6. Pick the right titles

Most product or service page titles are simple. Something like “Services”, What we offer” or “Our services”.

When we talk about websites, a rule of thumb is “less is better”.

You don’t want people landing on your page to be confused about where they are. You don’t want people to have to think about where to go next.

You have to put your efforts into making your website as intuitive as possible so your visitors take further steps into working with you without even noticing!

7. Describe your service and its benefits in the headline

The job of your page’s headline or title is to attract and hold your customer’s attention long enough to keep them reading your page.

So if the title doesn’t immediately demonstrate how you solve their problem, they’ll have little to no reason to stay.

46% of online shoppers leave a website if they don’t understand what the company does – so make your page title describe your service clearly enough for prospects to understand.

How to describe your services and benefits

Let’s start with an example of what a confusing service page headline looks like: “Be ready for your next big moment. Try [Our Company] Today”.

This is a confusing page title that’ll leave prospects unsure of the service because:

  • “Your next big moment” has absolutely no meaning
  • “Try our company” would leave one wondering why they should “try the company”

A better version of this title would look something like this: 

“The Number One Course for New Public Speakers. Start Sounding Like a Leader”.

In this example, you can understand better that the company sells a course that will help improve your public speaking skills.

To make sure your headline is clear enough to understand, start by showing it to people around you and ask them to explain what your headline means – without you explaining it to them.  If they understand what you sell and can explain it, then you have a pretty good headline. From there, you can continue to test various headlines to pick winners. 

8. Use keywords strategically

Keywords shouldn’t be the main priority for your service page copywriting, but they should be a factor you consider.

Identify relevant search terms related to your business and services, then you can use them to help name your services and to write your copy. This will help your appearance in search results.

9. Include a compelling Call To Action

Don’t let your product/service page be just a plain description of what you offer. You need to prompt your visitors to take the next step. If you offer services, this could be a “contact me” or “learn more” call-to-action (CTA).

10. Name Your Services Carefully

Coming up with creative names for your services can help your brand stand out from the crowd, but it can also do you more harm than good. 

Using the same language as your audience makes your service findable on search engines and easy for your customers to understand or visualize within seconds. 

11. Answer Their Questions

If you’re struggling to decide what to put on your services page, make a list of the information your customers look for and need for making a buying decision. 

Your services page is your online salesperson. It should provide all the information a potential customer needs to know if your service is a good fit for them.

A great FAQ section on your Service Page should answer the most common questions that prospects have so they don’t have to contact you.

From the sales calls and email conversations you’ve had with your clients, you can understand some of their biggest/most common concerns and note them down – they are your FAQs.

Finally, draw FAQ inspiration from your successful competitors. Answer the same questions they’re answering (and even more) in the FAQ sections of their sites.

12. Back It Up With Blog Posts

So, you learned how to write a services page you’re proud of and hit publish. Now what? 

A great way to make the most of your services page is to back it up with blog posts. Create a keyword research strategy and come up with a list of blog posts that can complement your services page. 

Let’s illustrate this with an example. 

Say you are a Wellness coach who helps their clients find the motivation and tools to get to their physical and emotional health goals. Here are some ideas for blog posts that will back up your services page:

  • What should you look for in a Wellness Coach?
  • Top Reasons Why you need a Wellness Coach
  • How do you work with a coach?

Each blog post is an opportunity for you to tell readers about your services and link them back to your services page. The topics are similar enough that the readers may be very interested.

13. Never Stop Tweaking it

As your business evolves, so will your services. Make it a habit to check back on your services pages throughout the year. Your website is not set in stone. Make adjustments, learn from others, and experiment.


Your Service Page is your platform to showcase what makes you and your business great. When creating content for it, remember to speak directly to your soulmate client. Imagine yourself having a conversation over a coffee with them and using the same tone and wording.

Make it visual, and put the rest of these tips into action.

Once you do, your product/service page will be a great starting point for future tweaks and improvements.

By now, you should have a firm grasp of how to write a services page. You’ll want to include details, links, and CTAs for each service, so potential clients can see what they’ll be getting!

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