Each service page has one reader with one question: can this business solve my problem? Everything on the page should help answer that, in the order the reader would ask it.
One service, one page
A page that covers five services covers none of them well. Separate pages let each one speak to a specific need and be found for its own topic. They also make it easier to link from an ad or a message to exactly the right page.
The order we use
- What it is, in a sentence. Plain words, near the top.
- Who it is for. The situations where it fits, and, honestly, where it does not.
- The problem. Describe it in the words your customers use.
- How you approach it. The method, not a list of buzzwords.
- What happens step by step. From first contact to delivery.
- What the customer gets. Specific deliverables.
- Proof. Real examples, described honestly.
- What affects the cost. Even without a price, name the factors.
- The next step. One action, plainly stated.
Our own services page follows a simple format of four short headings for each service: the problem, what we do, who it is for and what changes for the business. That is not the only way, but it shows the principle: a fixed set of questions, answered the same way every time, so a visitor can compare.
Common mistakes
| Mistake | Why it hurts | Better |
|---|---|---|
| Starting with the company history | The visitor came for a solution | Start with what the service does for them |
| Feature lists with no context | Visitors cannot tell what matters | Say what each thing means for the customer |
| Claims with nothing behind them | Nobody believes them | Use real work and defensible facts |
| Several competing actions | People choose none | One main action |
| No mention of cost drivers | Price surprises end conversations late | Explain what changes the price |
Questions and answers, only if real
A short list of questions that customers actually ask, answered briefly, can help. Filling a page with invented questions to look thorough does not. If you do not hear a question from real customers, leave it out.
An outline to adapt
- A heading that names the service and the customer.
- Two sentences on what the service does for them.
- Who it suits and who it does not.
- The problem, in the customer’s words.
- Your approach, in three or four short steps.
- What they receive, as a list.
- An example of the work.
- What affects the price.
- One clear action.
Write in the voice of a helpful expert
Avoid a pitch. Explain, with confidence and without exaggeration, as if talking to someone you would like to help. Pages that read that way earn trust, and they tend to answer the questions that decide whether someone calls.
How long should it be?
As long as it takes to answer the buyer’s real questions, and no longer. Some services need a short page and some need a long one. Read the page as a stranger and stop adding when the questions are answered.
A rewrite, in principle
Take a sentence that says "We provide innovative solutions for your business needs." It says nothing. Now try "We build landing pages for advertising campaigns, so the people who click your ad find a page that continues the same promise." The second names the service, the customer and the result. Every sentence on a service page should pass that test.
Keep it current
Review each service page every few months. Update proof, prices or processes that have changed, and note the date. A page that is accurate, even if plain, earns more trust than a polished one that is out of date.
Links that help the reader
Point to related services, an example of the work and a guide that goes deeper. Use plain descriptive text for links. This is good for readers and for search engines.
The broader principles of what makes a site persuade are in what makes a service business website convert, and how we build pages is on website development.