Three Things to Include in Your Website Services Page
Boost your website conversion and booking rate by including these three vital sections on your services page.
You know how everyone’s constantly blabbing on and on and on and on about how your “website should be working for you while you aren’t working”? Well, it’s true.
But here’s the thing: your services page can ABSOLUTELY work for you, without a ton of bells and whistles. You just need a services page that includes three vital things. Things that are probably already on your site, right this moment. Things that are likely strewn across your website in somewhat hard-to-find areas, that is.
The truth is that outside of your home page, your services page is easily the most important page of your website. Think of it as the one page that does the talking for you. So, that means that you need to include all of the important info on that one page, you know?
You know. I know you know. IKYKIK (I know you know I know).
As a copywriter, I want to walk you through three simple, yet vital, things that every service provider should include on their services page. The best part about it all? It’ll take you little to no time to make sure that you make these edits and updates.
But first: why you should include more copy on your services page
Three words: search. engine. optimization.
You know how I’ve talked about the fact that Google wants you to regularly blog, because regular blogging means that you’re regularly updating your website? This also means that Google likes it when you have words on your website, not just photos.
And that same rule applies for your services page.
While we never want to jam and cram a bunch of SEO keywords onto your services page (because that’ll ruin the reading experience), we do want to give a bit of context about the services you provide. In doing so, we also happen to be loading your services page up with SEO keywords that pertain to your specific creative services (i.e., brand photography, website design, photography styling).
So, we’ve established that words are good. Now, let’s discuss what kinds of words to include on your services page!
Speaking of blogging, have you signed up for my free business blog guide?
What to include on your services page: tips for creatives, coaches, makers and more.
Make sure to include copy about your actual services on your service page.
+ potentially their starting prices
Including context and copy about the services you provide on your services page? Groundbreaking. Before you smack your forehead, LET ME EXPLAIN.
As a copywriter, I’ve rewritten countless websites that had preexisting pages dedicated to their services with no actual description of the services they provide. On the surface, it makes no sense. But I work and write for creative business owners - and those creative business owners tend to prioritize the visual aspect of their services page by showcasing their beautiful photography and design work.
I’m all for an aesthetically gorgeous services page; but an aesthetically gorgeous services page shouldn’t come at the cost of giving context to your ideal audience about what you do, while boosting your search engine optimization (SEO) with keywords that count.
Somewhere along the way, we were all taught that being aesthetic > anything else, and that “too much” copy (AKA, context and description) ≠ aestheticism. But you know what isn’t aesthetic? Being stressed because you feel like you aren’t booking enough clients, AND working far too hard to win over the ones you do book.
Point made… I hope?
So, make sure your services page gives a detailed outline of the services you offer. If you want to go above and beyond and save your (and your potential clients’) time, add your starting prices for each service.
My copy formula for individual services:
A formula I love to use when writing copy for the actual services on my clients’ services page is to:
Include a memorable service name (if possible) with a fun header
Write 1-3 lines of copy that:
First address a problem your clients face (the why + who)
Overcome that problem with a short and sweet description of the service (the what)
Give a call to action (CTA) for the contact button directly below (the how)
Repeat that process for each of your individual services, and you’ll have copy that draws your ideal client in, and guides them towards making a decision.
2. Make sure to include copy about your creative process and timeline.
It’s one thing to say what you do, and it’s another to give a detailed description of how you do it. Not only will sharing your process and timeline allow you to proactively set expectations with your future clients, but it’ll allow you to continue to show just how valuable you and your work really are. Plus, it looks fancy.
My favorite ways to show off someone’s creative process and timeline:
With a 1-minute video
With swipe-through copy that breaks things down into steps
With a fun clickable and interactive “map” that guides clients from start to finish (great for you designers and website wizards who know how to even do this!)
When including your creative process and timeline on your services page, make sure to include information on your entire process, from that first quote or call with a potential client, all the way through to project delivery. I’ve included an example of a common way creative business owners layout their process and timeline below!
An example of how to showcase your process + timeline on your services page:
You’ll fill out my intake form: Contextual copy here
We’ll meet: Contextual copy here
I’ll put together a custom proposal for you to approve: Contextual copy here
We’ll get to work: Contextual copy here
You’ll have your new _____: Contextual copy here - include information on your typical turnaround timelines, “within 5-7 weeks, etc.”
Now, depending on your brand voice and audience, you can make those steps as fun and playful as you’d like. Too many creatives feel that they need to copy and paste the same process copy that everyone else uses - please know that every bit of your website can and should be your own. Have fun with it!
(Jumping off my soapbox now.)
3. Make sure to feature your testimonials.
Yes, you should probably still have a separate Testimonials section and page on your site, but PLEASE include some of those testimonials on your Services page, too!
When your ideal client is reading your services page, they should be taken through an emotional journey. First, they should read the copy that falls above the fold of your services page and think something along the lines of “huh” or “ooooh.”
Then, they should scroll down and read about your individual services. At least one of those services should speak to them and make them feel tingly inside, leading them to click your contact button.
If they still aren’t quite sold after reading through your services, there’s likely a final objection or what if that needs to be overcome. So, we want those testimonials to show up riiiight after your services copy to help win them over.
Just to summarize what I just said, here’s the dream services page experience:
*Clicks into home page* > *clicks “view services” button* > *reads services* > *scrolls* > *reads process* > *scrolls* > *reads testimonials and gets excited* > *clicks “Book Now” button* > gives you money
See? I mean, I couldn’t make it any plainer or more educational, I know.
+ Bonus tip: update your ALT tags
If you’re a creative who tends to lean towards the visual side of things, this part’s gonna be a breeze. I want you to make sure to update every single image on your services page with an ALT tag that includes an SEO keyworded one-liner about the services you provide.
You might consider this your mission statement or one-liner, but either way, make sure you drop that text into your image ALT tags! This is a super easy way to double up on your website’s search engine optimization, while also ensuring that if anyone says, “oooh, I love this photo, let me Pin it,” that your SEO one-liner is attached to that photo!
A high-converting services page shouldn’t be a drain on your time.
And it also shouldn’t feel like you’re sacrificing the beauty of your site in an effort to boost your website with search engine optimizing copy and context that converts.
My advice? Split the difference. Lay out your services page in the way that fits your brand best, but make sure to prioritize a bit of space for your services, process and testimonials. It’ll be worth it.
*Cough* Does your website copy need a bit of help? *Cough*
(Not assuming, just asking)
If so, I know a g(al) who can help. That gal is me. I’m the gal. I’d love to help.
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