Every page of your website has an important job to do. Your homepage helps entice readers to stick around and ‘direct’ them to the right inner page of your site. Your about page builds trust and likability. Your blog builds authority.
But your service page plays a very big role on your website. Unlike a physical or digital product, selling a service is really about selling you, the provider. Beyond just listing what you do, you need to build a case for why you’re the right choice and why your service is the right solution to the problem your reader is experiencing.
It’s fair to say that your service page’s job is to, well, sell. In this post, I’ll walk you through exactly how to write a service page that not only connects with your readers but also converts those readers into leads.
A service page is a type of landing page or sales page that lives on your website. It has a specific purpose and goal to achieve, and is written with a specific audience in mind. You’ll typically want to have a dedicated page for each service you offer, along with a clear next step or call to action for readers to take.
Your service page helps readers see how both you and your particular set of services can help them. It encourages readers to become strong leads… who are more inclined to become customers.
When done well, your service page acts like your very own digital sales person, doing the heavy lifting for you to convert casual readers into leads. It also makes it easier for you to persuade those leads once they’re in your pipeline–that’s because by the time they get on the phone with you or a sales person from your team, they already know who you are and how you can help them.
Even though it can feel abstract, it’s important to remember that every service provider is at their core a problem solver. A plumber unclogs toilets (a pressing problem, to say the least). A lawyer resolves legal stress. A designer builds websites and graphics for people who probably can’t do it alone (I know I can’t). And a copywriter provides words that build brand trust and help business owners sell their goods and services.
As you sit down to map out your service page, remember the problem you solve for your clients and customers, because it’s key to building rapport and making a case for why you (and your service) are the right solution.
Matching that problem with the reader’s need to solve a pressing problem is half of what makes your service page strong. The other half is YOU, the service provider. It’s your expertise, experience, and know-how that assuages doubt and reassures your reader that they’ll be in good hands when they choose your solution over others out there.
To build this case successfully, your service page will need to answer some key questions:
That’s the key to writing website copy that converts. Here’s how to get started:
Right off the bat, let your reader know how you can help them and what they can expect to ‘get’ from your services. This will calm doubts, build trust, and encourage them to keep reading about your solution.
Keep your target audience in mind here, and what’s on their mind. What do they most hope to achieve when they reach this page? Is it time saved, money saved, or energy saved (statistics show us these are among the top 3 motivators for purchase)?
Assure your reader that they’re in the right place while dropping your unique solution to their problem. How do you approach your solution, and what makes you different?
Toggl achieves both Steps 1 and 2 nicely in their hero section:
There’s a lot packed in here, but without any scrolling, this hero manages to let us know the why (for more efficient time spent at work), and who (anyone at work… you plus 5 million friends) and the what (time tracking software).
The staffing agency Aquent also does a nice job of laying out their UVP and benefits for their proprietary course software and training programs:
The headline will draw in any HR employee with the promise of an even more trained and productive marketing team. It’s clear that opting in to added training will lead to sharper skills, more sophisticated marketing tactics, and a more well-rounded team.
Your process is part of your secret sauce. It’s how the sausage is made… it’s your unique perspective on the work, in other words. And while you don’t need a ton of detail here, it’s great to break down the big steps you’ll walk clients through so they know what to expect from you (and what makes you great).
See how the agency weCreate walks offers clients reassurance that they’ll be in good hands from start to finish.
And here’s my process. I want my prospective clients to understand that when they work with me, they get waaaaaay more than just new website copy. The strategy, data deep dive, and customer research are integrated into my process as part of my own differentiation from other website copywriters.
The best way to demonstrate your reliability and skill is to have others say it for you, and in many different ways. Bonus points if your proof echoes back what your reader is already thinking when they’re looking at your page.
There’s a ton of ways to show social proof. To name a few:
I love how the project management ClickUp leads with a written testimonial that directs you to a more in-depth case study.
Not only that, but the quote chosen tells us how their tool is indispensable, useful, and beneficial to teams, putting to rest the fears and concerns a reader may be feeling about whether or not it’s worth the investment.
The offer or call to action you include on your service page needs to be carefully chosen to drive action… but also deliver the results you’re looking for.
What is it that you want your prospective reader to do next once they’re interested?
Here are some common approaches that prioritize selling the service:
Note that this last one is harder to achieve directly from your service page. Unless you sell something that’s both extremely high value and high urgency, most services are priced high enough that a prospect will want added reassurance (and perhaps some personalization) before agreeing to check out.
Here are some CTAs that help you build leads to then nurture to a sale:
As long as you have a plan in place to nurture these leads so that they’re ready to buy, lead capture can be a great next step and CTA.
Whatever CTA you choose, make sure to carefully consider your goals, your sales funnel, and your customers when choosing your CTA.
Finally, in many cases your service page is evergreen, meaning that it lives permanently on your website vs. being a temporary page to promote a launch or promotion. If that’s the case, take some time to optimize your page for search engines. Choose a header 1 (H1) that uses your main keyword phrase, and pay attention to on-page optimization.
That will increase the chances that your page will attract new users and readers who are looking for an amazing service provider like you!
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