How To Write A Service Page For Your Website

Originally Published: 3 July 2023
Last updated: 18 June 2023
Written by: Nick Jolliffe

Reading Time: 4.665 minutes

Categories: Copywriting
How To Write A Service Page

When you first put together your website, how much time and thought did you put into your service pages?  

Your service pages are such an important part of your website. They are where you can really dive into what your business offers, the details of your service and, most importantly, how they benefit your prospects. So the copy on your page needs to pack a punch and hit all the right notes to convert. If you’re not sure your pages are doing that, it might be worth revisiting them!

If you’re just starting out, or if you want to give your service pages a bit of a refresh, here’s what you need to include, and what you need to know. 

What Is A Service Page?

A service page is a page on your website that talks about one specific service that you offer. Typically, you would have a separate services page for each service you offer, so that you can tailor each page with the right information for potential clients.

Services pages should include information and detail on the service you provide, the process behind it and the value the service brings to the customer. It can also be a good idea to include some frequently asked questions on each page, to give the reader all the information they need and filter out anyone who your services might not be right for.

What Information Should Be On Your Service Page?

A Great Headline

Right at the top of the page you need to have a compelling headline. You only get one chance to make a first impression, your service page needs to get it right. This might mean you need to draft up multiple headline ideas, gather some feedback and choose the best one.

Problem Statement

Starting off your page should be a short sentence or two outlining the issues a customer might face before they work with you. You don’t need to go into a lot of detail here, but showing that you understand their pain points helps readers know they’re in the right place.

Information About Your Offering

Your next section should include detail about what your service actually is. Break down what you’re offering, how it works, and the various features of your service. By the end of this section, the reader should have a clear idea of what you do, and how you do it.

The Benefits Of Your Service

Now it’s time to showcase the benefits of your service! After all, people don’t just buy on features – in fact, they rarely do! Instead, they buy on benefits. Take the time to explain and show the benefits of your service, and what sets you apart from the competition.


This is a bit of a point of contention because many businesses don’t like to be transparent with their pricing. Some businesses can’t – their services are too tailored or too complex to showcase easily on a website. And so they don’t include it on their website at all. However, we believe that customers should be able to identify if you’re in their price range before contacting you, otherwise, it’s a waste of both their and your time. So whether you say ‘prices start from X’ or display a full price matrix, we recommend having some mention of price on your service page.


Having an FAQ section is another optional thing, but we believe it’s a good way to add extra information without adding clutter to the site design. Using an accordion layout you can choose 4 or 5 questions people always ask about your service and answer them proactively. This gives readers more information and saves you answering the same questions over and over again.

A Clear Call-To-Action

Make sure your page has a clear call to action. Tell your readers what they should do next, and make it as easy as possible for them to do it. A few examples of a call to action might be booking a consultation, signing up to your email list scheduling a free call or downloading a free document. 

Social Proof 

Finally, you should include some form of social proof for the specific service you’re talking about. This could be something as simple as a one-line testimonial, or you could link back to case studies elsewhere on your website.

SEO Notes

Along with all of those requirements for content, you also need to make sure your page is SEO friendly. This is one of the big reasons we recommend having separate pages for each of your services, – because it allows you to target your keywords for each one and improve your chances of showing up in searches. Each service page should have a small selection of unique keywords (usually 2-3), and they should be included in:

  • Your page title
  • The URL for the page
  • The first paragraph of copy
  • All H2 and H3 tags
  • The meta title and description for the page
  • In the image information
  • Around 8-10 times for every 1,000 words in your body text

At Lion Spirit Media we do more than promote your business. We work with you to get all of those foundations as strong as possible so that your marketing efforts have the best chance of success. Using our team of copywriters we can create compelling content for your website that attracts and converts customers, as well as meeting all of the SEO requirements. If you’d like to know more, just contact us today to get started!

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