March 26, 2022

If you run a service-based business, there’s a good chance you have at least one service page. And whether you have one or multiple, your service page content matters.

One of the most common problems I see on websites in general is lack of clarity and content structure. And this is especially detrimental on a services page, because this is where and how you sell your leads on your offers.

…and on the opposite side of the coin? When done right, your services page can sell your services in your sleep and have leads heading straight to your contact form (and subsequently, into your inbox.)

Let’s get into it.

How Many Service Pages Do You Need?

First things first, you have to decide how many of these pages you’ll actually need.

When I tell you this is the debate of the century, I’m not kidding. I have this internal debate with my client sites once a week. 😂

Basically, there’s two ways to go about this: you could choose to create a service page for every individual service you offer, or, you could choose to create one service page outlining all of them in a more general sense for people to compare and contrast.

Reasons You Might Want More Than One Services Page

  • Your services are all pretty different from each other and end in different results for the client.
  • You have multiple testimonials for each individual service.
  • People usually hire you for one of your services at a time, not multiple.
  • One (or more) of your services require a deeper explanation because it’s not a basic thing that everyone understands.

Reasons You Might Want Just One Services Page

  • Your offers are similar (or related; i.e. website design and SEO) and/or end in similar results for the client.
  • You’re just starting out and don’t have as many testimonials to share.
  • You want to encourage people to hire you for multiple offers.
  • Your services are pretty self-explanatory and something most people in your industry will quickly understand.

Once you’ve got this part decided, you’re ready to start planning your service page content structure.

Service Page Content: Here’s What Your Services Page Must Do

Regardless of whether you’ve got one or multiple service pages, the more important part is that it answers all your potential customer’s questions, hesitations, and doubts. Here’s a few must-haves.

Present the Problem

Somewhere on your services page, you *must* present the problem. Ideally at the beginning. Why are they here? Why do they need you? They might already know why they need you, but it’s great to state it plainly, too. Not only does it show your audience that you understand their struggles, but it validates that those struggles are common (and hence, why you offer the service).

Example—here’s what I have at the beginning of my custom website design page:

“If you’ve spent any time DIY-ing your website, you know the struggle; the existential crisis when you can’t decide which font you like better, the late nights searching deep into internet forums for CSS codes that promise to solve everything and never do, and all of it taking so long that you’re already second guessing the aesthetic you’ve created (and wondering if it even represents your business well) by the time it finally gets launched. Bestie, I gotchu.”

Present the Solution (You)

This is where you swoop in and save the day! You can do this by introducing yourself or your services as the solution to all their problems. One of my favorite examples of this is by my copywriter bestie at Between the Lines Copywriting. Here’s how she presents herself as the solution:

“Every good story begins with a hero, who meets a guide. Can you guess which one I am? Hint: You’re the hero.”

I’ve seen other people do this by saying something along the lines of “Introducing… [Name of Package Here]” or “Why Choose Me? Here’s Why”.

Provide Details: What’s Included?

As many details as you can, at least.

This is where I get pushback from clients sometimes, because a lot of services are heavily dependent on the needs of the client.

I totally get it, and my business is the same way. There are still ways to provide details, though, while still remaining vague. If you offer custom packages, you can say something like “All packages are custom-quoted, but popular additions include: x, x, and x.” It’s better to provide all the details of what you’re capable of than nothing at all.

Map Out the Process

If you’re lucky enough to have a business model where the client process is pretty much the same every time, this is where you’re gonna wanna map it out. And make sure to keep it simple; we’re talkin’ Step One, Step Two, Step Three.

However, if your client process is more complicated, you might be thinking: “No two client processes are exactly alike!” I totally get it, cuz, same. Similar to the details section I explained above, you can always outline a general process. Here’s mine, for context.

service page content sections: process

Provide Social Proof

One of the most vital parts about a services page is the testimonials. Do people have good things to say about your work? If so, share them!

“According to one study, the regular use of customer testimonials can help you generate roughly sixty-two percent more revenue not only from every customer but from every time they visit your brand. Ninety-two percent of people said that they read testimonials when considering a purchase.”Big Commerce

Hot Tip: If you’ve got a lot of testimonials, cherry pick the best ones. And within those choices, you might want to pick testimonials that offer a couple different perspectives. On my website, I’ve got testimonials on almost every page that mention my offers, but they all serve a different purpose. For example, on my design page, the testimonials are all about my eye for design and knack for getting inside people’s heads. On my pricing page, however, my testimonials are all about how much $$ they made back from the experience. Be smart with your testimonial placement 😉

Share Your Work

You might have a whole other page that is dedicated to your work; whether it’s a gallery of wedding photos you’ve taken, a blog of case studies, or in my case, a portfolio of design projects. And that’s great—especially with creative work, I do think an entire page should be dedicated to this.

However, make sure you put a section on your services page that basically says “check out my work!” with a biiiiig button that leads them to the portfolio page. After validating their problems, mapping out the process, and hearing about how amazing other people think you are, this is gonna be the thing to make them go “oh yep, she’s for me”.

Show Them What to Do Next

This is the most important tip I’ll give all day (i.e., if you only use ONE of my tips, let this be the one). Make CERTAIN that there are countless buttons all over your services page that lead to the contact page (or however you want them to book).

This is called a call-to-action button (CTA), or, a button that leads to whatever you want someone to do next.

Make sure your services page is full of CTAs, friend. Some people worry about being too salesy, and I’m here to put that myth to rest. The people who want to book you also want the simplest way to do so. Give them that option. Make it easy for them to figure out.

Other Service Page Content Sections You Might Consider

Here are some other service page content sections you might consider, depending on your industry or offers:

  • Pricing—I actually wrote a whole blog post about this topic, so you should definitely read that here.
  • Who We Serve—if you work with specific kinds of people or industries.
  • Before My Services and After My Services—this can an effective way to answer some of the initial questions (their problem and your solution).
  • Stats—if you have any cool stats to share, clients who got a measurable return on their investment with you, etc, definitely include those!
  • Payment Plans—if you offer payment plans, this is a huge selling point that you may want to include!
  • FAQ’s—I recommend this for every service page. An FAQ is a great way to reiterate the important parts of your services that you want to drill home. This may also be a good place to bring up any points that don’t fit into other sections as well.

Your Services Page is the Window to the Soul of Your Offers

… sounds dramatic, but it’s true.

If you found this post helpful, then you’ll love my free Website Content Section Guide (which goes over all of this for every SINGLE page, not just services)!

Alternatively, if you’re like “Sarah, this sounds great but I don’t have time. Do it for me plz!”—say no more. You can view my services here. 😉

Hi, I'm Sarah Kleist.

Brand & web designer, personal brand strategist, and marketing educator obsessed with the power of connecting with audiences.



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DIY-ing your service-based website and unsure about what sections you need and what pages they should go on? This is for you! These are the exact guidelines I use to plan my client's sites for maximum conversion.

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