You’re ready to write a services page – and not just any services page. You’re ready to create a page that clearly communicates your value, solutions, results, and process with your perfect-fit clients.

You sit down (maybe with a homemade americano, no? Just me?) and get down to it. You create a list of your services and then… what?

Your dream clients are likely going to want more than just your list of services to make their decision to reach out, so I created a guide for what you can include on your services page to create a this-is-a-no-brainer-I-need-to-work-with-them-now reaction to your site!

The guide below is not meant to be an exhaustive list, nor does it need to be written in this exact order (there’s no one-size-fits-all order and design for a services page).

But instead, the list below is meant to help you get ideas and add content to your services page that will support your potential client’s decision-making process and get you more amazing projects in your inbox.

How to Write a Services Page: Step One, Basics

The way I structure all website copy (on any page) is based on storytelling, user experience, having clear goals for each page, and answering questions before your readers can even ask them.

To leverage the principles above, again, on any page of your website, we need to start with the absolute basics of your business and messaging. Take a few minutes to write down answers to the following…

• What is your offering(s)?
• Who are you serving? (i.e. who is your dream client)
• What are they struggling with?
• How does your offering solve this problem?
• What will success look like? 

Knowing this information will help you as you move through these sections and start crafting your services page — let’s dive in…

Create Clarity Above The Fold

On every page of your website there is the area of the page that your reader can see as soon as they land on the page. We call this part of your page “above the fold” and it’s a verrrryyyy important part of any web page.

Grabbing your reader’s attention above the fold is key to them scrolling down your page, and clicking through the rest of your site. 

On a services page, your above the fold section may have all kinds of design options, but as far as copy goes, we need to immediately explain what our services can help with, and (ideally) include keywords or phrases to tell Google what this page is all about.

I’m a big fan of showing instead of just telling, so here are a few examples of what could be above the fold that use keywords, clearly explains what we offer, and gets your dream client’s attention.

For a refreshing, down-to-earth yoga studio in Minnesota class schedule page….

Love to move? Just here for savasana? Our class schedule has something for everyone.

For an adventurous, wild wedding photographer in Calgary services page…

Find the perfect wedding photography package for your wild & romantic Calgary wedding

For a writing coach that specializes in helping first-time authors get published…

Writing coaching and editing to get your book on the shelves. Let’s get you published! 

The keywords and phrases in each example are highlighted, and you’ll notice how using just 1-2 sentences we can grab attention, be clear on what services we’re sharing, and encourage your dream client to scroll down the page.

Clearly Describe The Problems You Solve

We want to address the problem or challenge that your clients have. By addressing it directly, we not only can better connect our offering as the solution, but we can also empathize with your dream clients and show you understand their challenge.

Describing the problem may look like a paragraph explaining and empathizing with what your reader is going through….

You’ve tried getting that first draft done, and it’s been months of staring at the page not knowing how to formulate your dream novel. The ideas are there, but understanding the publishing process, how to pitch your book, or even how long this whole process is supposed to take… not so much. 

Or it may be a question… 

Have you been drafting your first novel for what feels like a decade?

You could even use bullet points to show that you understand the pain points. However you present it, clearly defining the problem will engage the right clients who could really benefit from what you’re offering.

Share Your Solutions

When you write a services page you have an opportunity to directly address the problem your client is having and then clearly state your solution. Check out the example below:

Have you been drafting your first novel for what feels like a decade?

Time for a writing coach that can help you not only complete that elusive first draft, but also supports you through each step of the publishing process — from editing to pitching to selling to promoting. 

Sharing the solution is a separate step from listing your services. Your services list will outline the exact details of each of your packages or offerings, but presenting the solution is presenting what your dream clients will actually get from selecting one of your services.

List Your Services, Packages, or Product Offerings

This is the most obvious step in this guide to crafting a successful services page — but I still had to mention it! Creating a list of your services should be super simple for your reader to navigate through and clearly see what they will get out of each option.

This list can be divided by budget, timeline, what they get from each package, or any other factors that may help them decide which solution will work best for them.

Show Testimonials and/or Social Proof

Now that your reader knows what your services are, they need validation that they’re investing in something that will work the way you’ve explained. 

Social proof is anything that helps provide verification to your reader that your services are going to work for them. 

• Testimonials from past happy clients
• Videos showing results
• Data or numbers from successful case studies
• Logos of big brands you’ve worked with
• Awards you’ve won
• A portfolio of your work… the list goes on!

Including some form of social proof (and preferably a few kinds) will really help with conversions on your website. All of us consumers like to know we’re not just blindly trusting words on a website. Seeing validation will help your readers make that purchase decision.

The Process of Working Together

This is a nice-to-have for many businesses, but depending on your services, this may be especially helpful to include on your services page to help your readers understand what working with you will look like.

Showing the process of working together is often shown through a timeline of what your readers can expect from you — starting from reaching out to you and walking them through each step of the process. 

This can be especially helpful if there are certain parts of the process that require something from your clients (like having them fill in a form or submit a deposit).

Include Clear Calls to Action Throughout

Throughout your services page you’ll want to have several calls to action for your readers to take the next step. That could be sending them to your contact page, submitting an inquiry, or something similar. 

The reason having several calls to action is important is we want your dream clients to be able to reach out at any point as they read your services page, not just at the very top or bottom of the page.

A few other things you could add to your service page if you feel so inclined…

• A mini about section
• Links to relevant blogs
• Features in local publications
• Frequently asked questions

Let Me Write a Services Page For You

And if all of these steps sound great, but honestly, you’d rather just work with me to get your page done – reach out through my inquiry form and let’s chat!