A Cheat Sheet on How to Write a Service Page

Written by Amal Abdalhay

Over the years after plenty of trial and error, we have our own formula on how to write a service page that is both a sales and marketing tool. In this blog post, we’ll answer the most common questions and share the lessons we’ve learned.

Have you ever watched a movie trailer and felt so excited that you immediately bought tickets to see the film? That’s the power of a good trailer. It’s meant to give you a sneak peek and inspire enough curiosity to make you want to see the whole movie. 

Similarly, when visitors come to your website, they want to learn about your services without feeling overwhelmed with information. This is where the service page comes in. It should provide just enough to pique their interest, answer their questions, understand the value of your work and make them want to learn more.

In this blog post, we’ll tackle the most common questions designers have on how to write a service page, explain how good copywriting and design can increase your sales, and show real-life examples of how our team at Findable Digital Marketing helped our clients do so.

What is a service page?

A service page is a web page where potential clients can get a detailed understanding of the services you offer. The page usually includes information about the different services you provide, the process behind it and the value these services bring to customers. 

It also answers frequently asked questions, ensuring potential clients understand what they can expect and filters out those who may not be interested. 

A well-written and designed service page helps your business attract the right clients, and filter out those that aren’t a fit.

Do I need a service page on my website?

Just like a contact, about or portfolio page, a service page is a best practice to have.

Service pages are your chance to communicate your services and how they can benefit potential clients. By doing so, you can help them better understand your process, timeline, what you do and don’t do, and what to expect. 

A strong service page can also establish your business as trustworthy and credible, increasing conversions and customer loyalty. 

If the page is written for search engines, a well-optimized service page can also act as a sales tool. Instead of chasing clients, they can find and reach out to you on search engines like Google, Yahoo, Bing or Pinterest.

Is a service page primarily for marketing or sales purposes?

A service page can be used for both sales and marketing purposes. 

It can provide website visitors with all the information they need to make a purchase (that’s the sales bit). At the same time, it can communicate just how valuable your services are and establish your business as the go-to provider of those services (that’s the marketing bit). 

Your service page should act as a business development tool. It should make selling easier.

If you want to get traffic from Google, you need to meet specific requirements for search engines to understand your content. This includes using words that people search for when looking for services like yours in the content, URL, and metadata of the page. The page should also describe the service simply and clearly and explain how it can benefit customers. This helps search engines match the page with relevant search results.

What is the difference between a service page and a landing page?

A landing page and a service page are similar but not interchangeable. A landing page is the first page a user enters a website from and can be any page on the website, while a service page is a specific page that provides information about a business’s services.

What should be on a service page?

When it comes to writing and designing a service page, the goal is to provoke a reaction – either they become so interested they inquire or they learn enough to realize you’re not what they’re looking for.

While you want to provide all the information they need in the copy, you want to design and structure it in a way that’s easy to follow and digestible for readers. 

Here are some typical sections we like to include and other tips on how to write a service page:

• A banner and tagline. A tagline that states your values and the benefits customers can expect from your services. It should be displayed clearly at the top of your website, which is content that appears on your screen as soon as you land on the page.
• Your top projects. Examples of your work for people to see your words in action. 
• A list of the services you offer. This helps potential clients determine if your services can fulfil their needs and if it’s a good fit for them.
• Your design process. Tell customers what to expect if they decide to work with you. 
• The designer behind the scene. Information about the firm’s or designer’s qualifications, experience, and service expertise.
• Share your experience. Provide information about your background and experience in the interior design industry. This could include education, certifications, and previous projects you’ve completed. This helps establish your credibility as a professional interior designer.
• Include testimonials. Positive reviews from satisfied customers can be a powerful tool for convincing readers to choose your interior design services. Include testimonials on your service page to showcase your ability to deliver high-quality results.
• Use high-quality images. Images can be a great way to showcase your interior design work and give website visitors a sense of your style and expertise. Make sure to include high-quality images that accurately represent your work.
• Make your call-to-action clear. Make it clear to prospects what they should do next if they’re interested in your services. This could include filling out a contact form, calling your business, or scheduling a consultation.

How do I make my service page SEO-friendly?

To make your service page SEO-friendly, research and use specific words that your audience will likely use when searching for your services. These words are called keywords. You should add these keywords to your service page content and make sure they appear in important places like: 

• Use in the title 
• Use in the URL 
• Use in the first introduction paragraph (first 100 words)
• Use in the H2s and H3s 
• Use in the meta title and description 
• Use in images, when appropriate (the file name before uploading and the image alt tag) 
• Use about 8-10 times for every 1,000 words in the body paragraphs

Be careful not to use the keywords too much in the main text, as it can make the content look unnatural. By doing all this, your webpage will be easier for search engines to understand and have a better chance of appearing at the top of search results.

How do I describe my services?

When you’re telling people about your interior design services, it’s important to keep two things in mind: benefits and process. 

First, to describe the benefits, highlight how your service can make their life better and help them overcome their challenges. For example in residential projects, you can make their space more functional or even increase the overall value of their home. In retail design projects, for example, use your service page to explain how your design can improve their customer experience or increase sales and repeat visitors.

But it’s not enough to just show off your skills or experience as a designer. Your service page is an extension of your sales team. Through the copy, explain how your services will meet their specific needs and wants.

Second, be sure to describe your design process and timeline in detail. This will give potential customers a good idea of what it’s like to work with you and it helps people feel taken care of. There is a sense of certainty when they know the steps and the results they can expect. Without a clear process, it creates doubt. How can I be certain that it will take 12 months? Or that I’ll get the same thing as the last customer? Are they really experts?

Explain everything from the initial consultation to the design proposals and implementation. When you do this, you’re not only building trust but respect as an expert with potential customers.

How long should a service page be?

When writing your service page, providing enough information to keep your visitors interested and excited about your offer is important. You don’t have to get caught up on the word count, but at Findable Digital Marketing, we shoot for around 300-500 words. 

If you want to keep your website minimalist and let your photos take centre stage, you may wonder if you need to include a lot of written content. The answer depends on your goals and the nature of your business. The amount of written content you need on your website largely depends on the purpose of your website. 

If you intend to use your website for marketing or during sales calls, have enough written content to explain the fundamentals: what you offer, how you can help your clients, and how to get in touch with you. 

Give search engines like Google enough information to read and enough potential customers can make informed decisions and take action. Google doesn’t read images and project photos don’t communicate your process or starting fees.

It’s important to strike a balance between visually appealing minimalism and providing enough information to achieve your website’s objectives.

Do I have to write a service page for every service?

If your firm provides more than one service, consider having a page per service if the customer for each one differs greatly. The same is true if you serve more than one city or location.

Instead of cramming all your services onto one page, having separate pages for each one allows you to tailor the information and speak directly to your target audience. 

For instance, you can have one page for residential and another for commercial and get specific with each service. You can address common questions or concerns, detail the process or add testimonials for each respective service on these individual pages. 

Having one service per page makes it easier to create unique marketing campaigns. The keywords you use for your residential services would be very different than those for retail design services. It also gives you more flexibility with online advertising. You may want to run a commercial campaign of $10,000 using your commercial service page, but not for your residential.

What’s an example of a good service page?

Here are some examples of well-designed service pages that our team at Findable Digital Marketing created for our clients.

Mahle Design is an interior design firm located in Los Angeles.

Their service page captures your attention with a high-quality image, making a positive first impression. 

The page is thoughtfully organized, providing all the necessary information without overwhelming you. As soon as you land on the page, you’ll find details about the studio’s location, the value you can expect from working with them, insights into their design process, information about the designers, the range of services offered, FAQs section, and even testimonials from satisfied clients. 

With clear call-to-action buttons, contacting the firm is a breeze.

Lauren Hesse Design is a residential design and build firm based in Toronto.

Their service page communicates their philosophy and the value you can expect when working with them. They provide a list of services, outline their process, and include clear call-to-action buttons throughout the page to make contacting them effortlessly. 

Additionally, they have an FAQ section to help potential clients figure out if the design studio is a good match for them before they proceed any further. 

The entire page is optimized for search – the copy uses keywords, images are properly tagged and the page uses schema-markup code.

Leave Them Wanting More

A well-written service page is key for any business looking to attract and convert potential customers. Like a good movie trailer, it should hook your audience and leave them craving more. Your service page should highlight the unique essence of your business and showcase the benefits of your services in an compelling way. And don’t be afraid to experiment and refine until you find the perfect formula that resonates with your target audience. 

Amal Abdalhay

Amal Abdalhay is a content writer. With a background in journalism and design, she combines both expertise to plan and write content for all our clients at Findable Digital Marketing. On the weekends, catch Amal between coffee, pastries, family and friends. She is based in Toronto, Canada.

View all posts by Amal Abdalhay

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