How to write a service page that answers questions before they're asked
Your homepage gets people interested. Your service pages are where they decide. And yet service pages are often the thinnest part of a small business website: a heading, a paragraph and a contact button.
The best service pages work like a good first conversation. They answer the questions a buyer would ask, in roughly the order they'd ask them, before the buyer has to pick up the phone.
The seven questions
What is it? Describe the service in plain words. If you use industry terms, explain them.
Who is it for? Name the type of customer or situation it suits. This helps the right people say "that's me".
What problem does it solve? Start from the customer's frustration, not your process.
What exactly do I get? List what's included. Deliverables, quantities, formats and revisions.
How long does it take? A timeframe turns a vague idea into something people can plan around.
How much does it cost? A fixed price or a starting price. Leaving it out is the quickest way to lose an enquiry.
What do I do next? One clear action, repeated at the end of the page.
If a customer has to email you to find out what's included, your service page hasn't finished its job.
Answer the doubts as well as the questions
Buyers also carry worries they may never voice. What if I don't like it? What do you need from me? Who owns the final files? A short FAQ at the bottom of the page handles these calmly, and it shows you've thought about the customer's experience, not just your own.
Write like you talk
Read your page aloud. If a sentence sounds like a brochure from 1998, shorten it. "We provide comprehensive solutions" becomes "I'll write your homepage, check it with you and send you the final copy within five days."
Make it easy to scan
Most visitors skim before they read. Use clear subheadings, short paragraphs and lists for anything with more than two items. Put the price and the main button where people can see them without scrolling.
Check it against your enquiries
Look at the last ten questions people emailed you before buying. If any of them aren't answered on the page, add them. Your customers have already told you what they need to know.
Service Page Copy gives you up to 600 words for one service page, built around exactly these questions. Need the design as well? See Landing Page Design.
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