How To Write A Service Page

The home page gets the traffic. The service page gets the decision.

It is the page someone lands on from a search, and it has to do the whole job on its own: explain what this is, prove you can do it, and tell them what happens next.

Most service pages do the first part and stop.

Open with what it is and who it is for

Two sentences at the top, in the words a buyer would use.

Not "comprehensive solutions tailored to your needs." What the service is, and who it suits. Someone should know within five seconds whether they are on the right page.

This is also the part that decides your search performance, because the phrase you use here should be the phrase people type.

Describe the problem before the solution

The buyer arrived with a problem, not a shopping list.

A short section describing the situation, in enough detail that they recognise it, does more than a list of features. It signals that you have seen this before, which is what they are actually assessing.

Be specific. The generic version of the problem reads as filler.

Say what is actually included

The most skipped section and the most useful one.

What you do, in plain terms, step by step or as a list. What is included and what is not. A buyer comparing two providers is trying to work out whether they are comparing the same thing, and vague scope makes that impossible.

Clarity here also reduces the enquiries you do not want, which is worth as much as the ones you win.

Explain the process

What happens after they contact you, in order, with rough timeframes.

This does more work than anything else on a service page, because the biggest barrier to enquiring is not price. It is not knowing what they are committing to.

Someone who can see the whole path from enquiry to completion is far more likely to start it.

Put the proof next to the claim

Not at the bottom in a carousel.

Whatever you claimed in the section above, put the evidence there. A relevant piece of work, a specific quote, an accreditation, a number.

One piece of proof beside the claim it supports is worth more than a page of testimonials at the end that most visitors never reach.

Address the cost question

Even without a fixed price.

A range, a starting point, or an explanation of what moves the number. Enough that someone can work out whether they are in the right neighbourhood.

Pages with no price signal at all generate enquiries from people who cannot afford it and lose people who could, and both cost you.

Answer the objections

The four or five questions you get on every phone call belong on the page.

How long does it take. What if it does not work. Do you handle the approvals. What happens if something goes wrong. Do you work in my area.

Every question you leave unanswered is either an email you have to write or a visitor who left.

One next step, repeated

One action, stated the same way, near the top, in the middle and at the bottom.

Not five options. Not a link buried in the footer. The same clear step, so wherever someone finishes reading, it is in front of them.

What to leave out

Your company history. Your values. A paragraph about your passion for excellence.

None of it helps the buyer decide, and all of it pushes the useful content further down the page. Put it on the about page where the people who want it will find it.