Let me be really clear about one thing:
Your Services page does not exist for you to highlight your list of offerings (although it’s part of it).
It’s not to make your audience see whether or not you have a payment plan. And it sure as heck shouldn’t exist just because every other website has one.
Your Services page exists to show your ideal clients that your offer is the perfect solution for them.
So, rather than making a bullet list of the things you offer and what their features are, you need to write it like a conversion-focused sales page.
Is a Services page a sales page? No. But it should be created in its likeness.
Using my client’s (Jane Mackay) website as an illustration, I will show you how to write a Services page for your website.
Without further ado, let’s get into it.
(If you would like to write copy for other pages of your website, grab the FREE templates in the website copy playbook.)
1. Positioning hook
Your important web pages—including your Services page—need a hero section. It is usually the first thing people see before deciding to leave or keep scrolling.
Of course, you want them to “keep scrolling,” and that’s why your hero section should provide an overview of what you offer in a creative and enthralling way.
But, overall, you should make sure that:
- It’s clear what you do
- Your ideal clients can relate
For example, Jane’s Services page positioning hook reads “Second brain for gifted visionaries” with a blurb that further explains the statement. That’s because her ideal clients are gifted people and can’t seem to connect the dots between all their ideas.
In fact, this statement came into being during the ideal client research phase when I perused a client’s testimonial. It wasn’t exactly like this, and that’s why I said you need to be creative, but VERY clear.
2. Is-this-you pointers
Follow up with a relatable plot that addresses your ideal client’s pain points and struggles. You want them to insert themselves into the story on your Services page from this moment on.
Identify and highlight their challenges and even why they experience them.
This stage is going to need deep research because you want your ideal clients to nod and scream, “Yes, that’s me” as they read every line.
Talk about their present situation, not in a shaming or scary way, but in a way that makes them feel seen, heard, and understood.
(If you need the perfect resource to develop your ideal client avatar with ease from scratch, you’ll find this handbook useful.)
3. Desire refresh
Now that they can relate (because, wow, you get them), it’s time to reinforce how much you know and care about them.
Do this by painting a picture of the life they want, if only the challenge wasn’t in the way.
Highlight the results and benefits they’ll get if they can find the right solution. This makes them aspire to take action and sets the stage for your offer reveal.
You can make this minimal or vivid—whichever one works for you. For Jane, I made the section minimal because she wanted to keep her website copy simple.
4. Your offer(s)
Now that you’ve empathized with your IC’s pain points and reassured them that their dream is achievable, reveal your offer as the perfect solution.
Give a summary of what your offer is about.
Specifically, talk about how it would help them banish their problems and realize their dreams.
5. The deliverables/expectations
Provide a detailed breakdown of what’s included in your package. Outline the features and deliverables they can expect and explain the benefits of each one.
You can use a single minimalist Services page to summarize them and/or create sub-Services pages to expand on each offering if you have multiple offers.
If your offer isn’t a deliverable-type solution like my client’s, highlight what they can expect when they work with you.
6. Strong testimonials
People want validation that they’re making the right decision. And you will need more than your own words to do this.
According to research, more than 90% of people read reviews before making a purchase decision.
Focus on providing social proof in the form of client testimonials, user-generated videos, or case studies—especially on your Services page, which should sell your “signature offer(s).”
By highlighting real-life experiences and success stories, you show the effectiveness of your services and how much you care about client satisfaction.
7. How it works
Okay, your ideal client sees that you’ll help them achieve their desired transformation, but what’s the process like?
Yes, you’ll design a custom strategy for their business. But, can you give them an overview so they know how it works?
Make your process clear and easy to understand by providing a step-by-step overview of what they should expect from the moment they first contact you until project completion.
8. “Why choose me/my offer” section
This section of your Services page can focus on why they should choose you or if your service is right for them. And this section is useful for two reasons.
Firstly, you can differentiate yourself from the competition.
Secondly, you define your dream clients even further by letting them know who you want to work with if they are thinking about opting in.
9. FAQs (Optional)
After going through your Services page content, some people might still have some concerns or burning questions.
Use this section to address common questions or concerns that they may have about your services, process, or payment method.
Doing this helps them overcome any doubts or hesitations, so they can move on to the inquiry stage.
10. Final call to action
Your Services page, sales pages, and any other web page should always end with a CTA.
Always tell your audience what step to take next.
In this case, you want them to head over to the contact page and inquire—whether that’s scheduling a call or filling out a form.
Swipe this Services page copywriting template
Creating a Services page that converts requires a strategic approach.
By following the copywriting template above, you can effectively showcase the value of your offerings and inspire website visitors to inquire.
Want to DIY other pages of your website? Download the Website Copy Playbook to get access to the free templates.
And if you’d like your website copy done for you, check out my website copywriting solution to start your project.
