Creating Your Services Page (Layout + Copywriting)

Learning Objectives

• Understand the purpose of a Services Page and what visitors expect to see.
• Learn the essential elements of an effective Services Page.
• Write clear, benefit-driven copy for each service.
• Organize your services in a logical and user-friendly layout.
• Use CTAs and supporting proof to increase conversions.

The Purpose of a Services Page

Your Services Page should help visitors quickly understand what you offer and why your solution is the right choice for them.

An effective Services Page should:

• Explain your services clearly and simply.
• Explain who each service is for.
• Highlight benefits and outcomes (not just features).
• Build trust with proof, results, or testimonials.
• Guide the visitor toward the next step (CTA).

Essential Sections of a High-Converting Services Page

1. Hero Section (Clear Headline + Brief Summary)

Use a headline that states the type of services you offer. Follow with a short summary that clarifies who your services help.

2. Overview of Services

• List your main services.
• Include short explanations for each.
• Use icons or imagery to help with scannability.

3. Individual Service Sections

For each service, include the following:

• Service Name
• Short Description (1–2 sentences)
• Benefits (what the customer gets)
• Features (optional)
• Process overview (how it works)
• CTA (e.g., “Learn More”, “Request Quote”)

4. Why Choose Us (Your Differentiators)

• Your key strengths
• Unique process or approach
• Experience or certifications
• Values or principles

5. Social Proof (Testimonials or Results)

Show real customer stories, ratings, or project outcomes to build credibility.

6. Pricing (Optional)

If appropriate, include packages, starting rates, or request-for-quote details.

7. CTA Section (Book / Contact / Request a Quote)

Reinforce the next step with a clear call-to-action at the bottom of the page.

How to Write Clear, Effective Service Descriptions

1. Focus on Outcomes, Not Just Tasks

Customers care more about the result than the process.

• Instead of: “We build websites.”
• Say: “We create conversion-focused websites that help you get more clients.”

2. Write for One Specific Audience

Make your service descriptions feel personal and relevant.

3. Keep Sentences Short and Scannable

Use bullet points, subheadings, and simple language.

4. Use Benefit-Driven Headings

• “Save Time with Done-for-You Design”
• “Increase Leads with a Strategic Website”

5. Include Proof Wherever Possible

• Testimonials
• Statistics
• Before-and-after examples
• Portfolio samples

Recommended Layout for Services Pages

Layout Option A: Single Main Services Page

1. Hero Section
2. Overview of Services
3. Individual Services (in sections)
4. Social Proof
5. Why Choose Us
6. CTA Section

Layout Option B: Main Page + Separate Subpages

Use when you have multiple complex services.

1. Main Services Page:
   • Overview of all services
   • Short intros with “Learn More” buttons
2. Each Service Subpage:
   • Full description
   • Detailed benefits
   • Case studies or examples
   • CTA section

Service Description Examples

Example 1: Web Design

“Modern, mobile-friendly websites built to convert visitors into customers. We design every page with strategy, simplicity, and performance in mind.”

Example 2: Coaching

“Personalized business coaching to help entrepreneurs gain clarity, grow confidently, and take consistent action.”

Example 3: Cleaning Services

“Professional cleaning services that keep your home spotless, healthy, and stress-free—so you can spend more time doing what you love.”

Common Mistakes to Avoid

• Overloading the page with dense paragraphs.
• Using vague or generic service descriptions.
• Listing features without explaining benefits.
• Failing to include CTAs throughout the page.
• Not showing proof or examples of your work.

Activity: Outline Your Services Page

Create a clear structure for your Services Page using the steps below:

1. Write your Services Page headline.
2. Create a 1–2 sentence introduction that explains what you offer and who you help.
3. List each service you provide with:
   • Short description
   • Benefits
   • CTA
4. Write 3–4 bullet points explaining why people should choose you.
5. Select at least two testimonials to include.
6. Write your final CTA for the bottom of the page.

Deliverable: Submit your Services Page outline and service descriptions.