How Do You Write a Service Page for Your Small Business?

We walked you through the reasons to have a service page, and now you’re ready to get started. Great! There are a few components to make sure you include. Think of this as your checklist. Service pages will vary across industries, but make sure you put the most critical parts first. This would be the information you want your future customers to see. (Often, we pay less attention as we scroll down a page.)

Crosby Digital Marketing is a advertising and marketing company based in Nashville, TN. We specialize in content marketing and advertising. We make sure your message is on point, and then we get your message to the right people. We can help with your website, SEO, and content writing.

11 steps to a service page that converts

Let’s walk through the steps on how to write service pages, so they build trust and convert.

1. Put all of your services on different pages

It helps with SEO. People are often searching for services separately. 

2. Pick the right title 

I did a deep dive into optimizing titles and headers, so I will expand a little about service page titles. Keep your titles simple, but include the keyword(s) you are targeting for the particular service. 

There is room in places like your blog or social media to get creative, but the service pages on your website should be upfront. You want people to know exactly what you do on this page. Be clear and concise.

3. Have SEO in mind when you research keywords

Often people find service pages from searching phrases like “tax accountant near me.” As a result, your service page will often get clicked on before your homepage. At this stage, people are just scanning one service page to determine if you are the right fit for them. 

4. Write for your ideal customer

As you get to know your business, there should be an ideal customer that comes to mind when you write your website copy. Write for them. Keep this in mind as you complete the steps below. 

5. Provide visuals when appropriate

Authentic images mean more. Don’t be embarrassed by your photography skills. I want to see what your actual gym looks like before I work out there. The stock image does not make me feel more comfortable. Instead, include images that show your business and help you tell a story. 

Don’t have an appropriate image to include? That’s ok. No photos on a page will make it load faster.

6. Talk about your process

How you do it is what makes your service offerings unique. So explain your process. You can even describe your qualifications (it is how you formed your approach). You are trying to sell yourself here. 

7. Focus on benefits

But don’t make it all about you. Instead, keep your customer as the focus. Make sure you focus on the benefits they receive when they hire you. 

8. Be up-front about prices

This can be hard because, as service professionals, a lot of what we do is custom. But if you can, post your prices. It helps to encourage qualified leads to contact you faster. 

9. Include testimonials

Social proof is everything. You are trying to establish trust. Put reviews and testimonials near the bottom before a call to action. 

10. Link to other relevant pages

Keep people on your site longer and help build trust. If you’re making relevant content, link to it. If there’s an applicable service, link to it. Keep people on your site longer so they reach out to you. It also shows off your knowledge and expertise.

Linking to other pages can also help with SEO. The easier it is for bots (and humans) to navigate through your site, the more likely you are to rank higher.

11. Include a compelling call to action (CTA)

Most pages need several CTAs, but make sure you have a clear and central CTA. What do you want a website visitor to do once they visited your website? Write the directions: Call us today. Fill out the form for a quote. Email us. 

Keep it simple, and give your customers options. Include a CTA near the top and bottom of your service page. 

Don’t know where to start? Crosby Digital Marketing can help. 

Are you stumped on your service pages? Maybe you’re just short on time. We can help. Crosby Digital Marketing helps businesses articulate their message, and we create content that promotes your marketing goals. Contact us today.