How To Write Service Page Content: 15 Tips, Examples And An Infographic

Title: How To Write Service Page Content: 15 Tips, Examples And An Infographic

 How To Write Service Page Content: 15 Tips, Examples And An Infographic

Most businesses’ service pages are boring. It's no wonder why so many service-based businesses have little or no leads or clients. Does that sound familiar? Don't worry, I'm here to help! In this blog article, I will show you how to write service page content that converts your visitors into clients.

What is a service page? 

A service page usually lists all of the different services a business offers on a single page. On a website homepage, you will typically see a section that mentions 'Our Services' along with the name and a short description for each of the services.

The website might have a list of services in the navigation bar. When you click on the services button, a list of different services appears in a drop-down menu.

Create one webpage per service 

Not all of your customers are interested in all of your services. 

For example, an employee who is interested in a simple tax return service is not the same as a business owner who needs help setting up a company. That's why an accounting firm that offers both services should create separate pages to cater to different clients. 

Having separate pages is also beneficial for SEO purposes. Your service page will have a much better chance of ranking for a specific keyword because the content, headings, and meta description can be optimised to rank for one primary keyword. 

If you decide to advertise one service, you'll get a much higher conversion rate by sending potential customers to an individual service page than to your website homepage. 

Create one webpage per service

Create one webpage per service

Understand your customers 

Can you remember the last 5 clients who signed up for your service? Or maybe the last few emails or phone calls you received about your service? 

What questions did they ask? What objections or concerns did they have?  

Your service page is your online salesperson. In order to convert your visitors into clients, it needs to answer common questions and concerns people have. 

One way to do this is to conduct customer interviews. This will allow you to get a sense of what people want and how you can provide it. Additionally, surveys can help you gather data on customer preferences. Once you have this information, you can start to craft content that is relevant to your clients.

When you understand what problems and challenges your clients are facing, you will be able to create content that positions your service as the solution to their problems. Simply follow the tips in this blog post on how to write service page content.

Conduct keyword research

What keywords are your prospective clients typing into Google? What keyword do you want your service page to rank? For example, if you are a Sydney-based accounting firm that does bookkeeping, then 'Sydney bookkeeping service' might be a keyword you strategically include in your service page. 

Not sure what your keywords your clients are searching for? You can use research tools like to find out what keywords your ideal clients are typing into search engines.

Where should you insert the keywords? Here are the places we recommend insert them into your service page. 

  • Meta title

  • Meta description

  • Heading

  • In the first 100 words

Conduct keyword research

Conduct keyword research

Meta title and description

The meta description is an HTML tag that gets somebody searching on Google or other search engines to click on your link. 

It’s the short summary paragraph underneath the individual service page’s meta title and URL on Google search where the page appears. Your meta title and meta description must include at least one of your keywords. 

Here are our best practices for writing a meta title and meta description:

  • Your meta title should be around 7 to 10 words long (under 60 characters).

  • Your meta description should be between 20 and 30 words long.

  • It should summarise what your service is about while inviting readers to click and learn more. 

  • Both should contain the primary keyword.

Here is an example of meta title and description for the keyword ‘professional copywriting services’.

meta description example

meta description example

9 Elements Of A High Converting Service Page 

Follow the steps below the infographic and learn how to write service page content.

The Anatomy Of A Professional Service Page

The Anatomy Of A Professional Service Page

1. Headline

Your headline is one of the most important factors when writing service page content. It must be attention-grabbing and concise, while also accurately reflecting the content of your page.

There are two headline writing formulas we recommend for your service page.

  1. Question Headline
  2. Benefit or Result with Service Name

Here’s how you can use these headline formulas on your webpage. 

Question headline

What makes a question style headline effective?

Question headlines are effective because they prompt the reader to ask a question. This encourages the reader to keep reading, as they may find the answer to their question. Question headlines also grab the reader's attention, which can help drive conversions.

Here is an example from a Sydney-based removalist company.

headline example 1

headline example 1

Benefit or result with service name

This headline formula is simple but super effective.

(Adjective, e.g., Get, Attract, Create) (Benefit or Result, e.g., Get Paid Faster and Claim Lost Income) With (Service Name, e.g., Medical Billing Services).

You mention the benefit, result or ideal outcome people can expect along with the name of your service. See the example below.

headline example 2

headline example 2

2. Sub-headline

The purpose of the sub-headline is to further explain the headline and to motivate the visitors to continue reading. But most importantly, the sub-headline should include the value proposition by answering these questions:

  1. Why should I choose you over the competition?

  2. What problem(s) does your service solve?

A formula you can follow to write the sub-headline is to start with the problems you solve and then explain how your service is the solution to those problems.

Here is an example of a sub-headline from a Physio service page to show you what I mean.

problems and solutions 2

problems and solutions 2

3. Call to action

A CTA (aka call-to-action) button is an image that prompts visitors to take action. 

Here are our best practices for writing a click-worthy CTA button:

  • Effective CTA button copy informs visitors what will happen or what they get if they click on the CTA button. Think action words.

  • Words like ‘submit’ or ‘register’ are too vague and are unlikely to inspire action.

  • The CTA button copy shouldn’t be more than 4 words long.


  • Call Us

  • Request a Quote

  • Book A Meeting

  • Get In Touch

4. What problems does your service solve?

One of the most powerful copywriting techniques is showing your audience that you understand their problems on a deep level. When you bring up their problems, you create an immediate rapport with your readers. You also pique their curiosity — “how does he/she know this about me?”

The simple way of doing this is by asking a series of problem-related questions (or statements) that you know the target market will answer “yes” to. By reminding them of their problems, you put them in an “I have problems and I need a solution” state of mind, which is perfect for the next step: introducing the solution.

Here is an example of the problem/solution section of the service page in action.

problems and solutions

problems and solutions

5. Why choose us?

Your potential clients are all asking themselves the same question: "why should I work with you and not the competition?"

This section of your service page should highlight your business’s competitive advantages over the competition.

why choose us example

why choose us example

6. Features and benefits

When writing service page content, it is important to highlight the features and benefits of your product or service. This will help potential customers decide if it is the right fit for them and help you stand out from your competition.

One helpful way of turning the features of your service into benefits is by writing down all of the features in one column and then the benefits in another column. The trick to turning them into benefits is asking yourself "which means" or "so you can". Here is an example of this technique in action to show you what I mean.



7. Testimonials

Why do you need to include testimonials on your service page?

Testimonials are a great way to show off your service and convince potential customers to give it a try. They can also help you build a positive reputation and attract new customers. Plus, they can provide valuable information about your service to potential customers.

The BEST testimonials typically include:

  • A specific result or benefits that the person achieved or received

  • The person’s full name, photo (if provided) and specifics about who they are (occupation, location, job title, website address, etc.)

  • Get to the point (not long-winded or vague stories)

Here is an example from our own copywriting services page.

testimonial example

testimonial example

8. How it works

Your service page should answer the question "How does it work?" because potential customers want to understand the process that you follow to deliver your service. 

You can summarise your process in a few simplified steps that will be easy for your potential clients to understand. Here is how we answer the question on our homepage.

how it works process

how it works process

9. Final call to action

Did you know that the second most viewed part of any web page is the very bottom? The reason is that visitors will scroll down a web page until they reach the bottom and can’t scroll any further.

Therefore, the bottom of your service page is a great place to repeat the CTA (Call To Action) and to remind potential clients of the main benefits of your service.

Here is an example from a storage company whose call to action is to request a free quote.

final call to action

final call to action

Include authentic images and graphics

Try to avoid using stock images that everyone has seen before. Authentic photos of your business, team members or satisfied clients will make a better impression than soulless stock images or photos. 

Layout and formatting

Use a standard, easy-to-read font size, colour and layout. Use bullet points to break up long paragraphs, and avoid using too many images on your service page. Keep it clean and simple, so that your customers can easily digest the information you are providing


Need Help Writing Your Service Page Content?

Hope you enjoyed reading our blog article on how to write service page content.

If you're like most business owners, you don't have time to write website content. But don't worry, we can help!

At Copywriting Crew, our professional Native English copywriters can research, write and deliver high-quality content within 3 to 5 business days. 

We've already helped hundreds of service-based businesses create unique and high-quality copy for their websites, marketing campaigns and businesses in over 153 different industries. Go ahead and check out our copywriting services page and place your order for any of our writing services today. We provide blog writing, website content, email campaigns, Facebook ad creatives and more.
Hire Top Copywriters

Hire Top Copywriters

Frequently Asked Questions

How do you write an effective service page?

There are a few things to keep in mind when writing service page content. First, make sure that the information is easy to find for visitors. Make sure the text is concise and organised so that visitors can easily find what they are looking for.

Additionally, make sure that your service page content is interesting and engaging. Try to capture the visitor’s attention with interesting visuals or interesting stories. Finally, be sure to include contact information so that visitors can get in touch with you if they have any questions or concerns.

How do I create a service page?

Creating a service page is an important part of marketing your services online. A well-written service page will provide your customers with the information they need to make a decision about hiring you to deliver professional services.

Related Links

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13 Website Homepage Content Ideas And Examples [Infographic]

How to Write a Good Business Testimonial