The service pages of your website are where people will go to learn more about what you offer. And, good service pages should allow your business to convey exactly why someone should invest in your services.

In this article, we’re going to outline how you can write great service page copy to help you sell your services. Let’s get started.

Make sure your company’s personality shines through

You need your service page copy to grab people’s attention and keep it. One of the most effective ways you can ensure that is by injecting plenty of personality into your writing. Adding personality to your brand’s website will make you seem much more relatable as a company — primarily because people like to feel like they’re being spoken to by other humans, rather than nameless and faceless entities. And, the more people relate to your company, the more likely they’ll be to spend money with you now or down the road.

To find your brand voice, it can help to personify your business, and you’ll need to ask yourself some important questions to do this. For instance, if your business was a person, how would they communicate? How would they talk to their friends or explain your services? This will give you an idea of your ideal communication style and the level of professionalism you should aim for. Additionally, you should consider what your ideal customers expect from you. Would they like it if you had a sense of humor, or would that be off-putting? Do they look to your business like a mentor or more like a friend?

Once you’ve answered these questions, you’ll have a better idea of what your brand voice should sound like. To define it, pick a few select adjectives that sum up your brand personality and note exactly what these adjectives mean in the context of your business. For instance, “funny” will likely mean different things to different people, so you need to be incredibly clear about how each adjective should actually be interpreted. This will help you create brand voice guidelines that all of your writers and marketers can refer to when writing your service page copy. When doing this, they can include elements of your personality in your headers, title, and body copy — encourage them to play around with your phrasing and see how they can make your personality shine.

Now, for inspiration, let’s look at a business that does a great job of weaving its personality into its service page copy.

Crunch Fitness, a public gym chain, has great service page copy on its fitness classes page. Under the header, there is a single line of copy that’s small but very effective, which reads: “Make it a group thing and find your strength in numbers”.

This conveys a few things about Crunch Fitness — the company is casual, helpful, and they encourage finding success with others. People who read this service page copy will quickly understand that active, extroverted, and motivated individuals attend Crunch Fitness classes and will immediately be able to work out whether or not this service is for them. Plus, this tone of voice is likely to ensure the right customers relate to Crunch Fitness, helping the company attract customers who are likely to be happy with their purchases.

Think about how you can write service page copy that conveys a lot about your business. It’s vital that you focus on showing off your personality in your headers and body copy, as Crunch Fitness has. If you do this, you can encourage more of the right people to spend money with you.

Find the phrases you should be using with keyword research

Keyword research is the process of finding what words or phrases people are plugging into search engines in order to find services like yours. If you can identify these, you can weave them into your website copy and hopefully improve your rankings on relevant search engine results pages (SERPs). This is one of the most important elements of building an effective search engine optimization (SEO) strategy!

To conduct your own keyword research, head to a tool like Google Keyword Planner with a list of words and phrases related to the services you offer. Plug them into the tool, and Google will show you popular keywords that people are using to find companies like yours.

Make sure that you’re targeting commercial keywords on your service pages, as these will indicate a user is getting ready to make a purchase. This will ensure that you attract people who are likely to want to spend money with you. This means you should look out for phrases that you would typically type into a search engine when specifically looking for a solution you can buy, rather than information or the answer to a question.

For your page titles and headings, choose keyword phrases that sum up the page or service in question. Then, throughout the body copy, you can throw in some secondary keywords that are also relevant. Just be sure to weave in your keywords naturally — don’t just shove as many into your service page copy as you possibly can. You need to make sure everything still reads well and that your content is genuinely going to provide value for your customers. This will help show Google what your page is about while still offering a great user experience, helping the search engine rank you appropriately on the SERPs.

Focus on highlighting how your service will benefit customers

The copy on your website — and how you structure it — can have a huge impact on your overall conversion rate. So, you need to make sure that your service page copy highlights the benefits of your services before anything else, like the price or features. This will help to ensure that your website visitors clearly understand how your services will solve their problems, helping you increase your sales.

Here are a few different examples of the types of benefits that you can highlight to help you sell your services:

• If your service saves your customers time

• If your service will help your customers get better results

• If your service can help your customers make or save money

Let’s look at a business that does a great job of highlighting its service’s benefits as inspiration.

1-800-GOT-JUNK?, a trash disposal company, does an excellent job of showcasing the benefits of its services on its trash removal web page. The copy here outlines how easy their service is — a customer simply has to point at what they want to get rid of, and the 1-800-GOT-JUNK? team does the rest. The copy goes on to outline how they work around customers’ schedules, do all of the heavy lifting, and donate and recycle items where possible. Their header draws people in by saying that their services are simple and all the customer has to do is point. The bullet points outline exactly what the benefits of their services are, making it easy for the website visitor to understand why they should use them. In just a few lines of copy, 1-800-GOT-JUNK? makes its benefits very clear to website visitors, helping encourage more people to hire them.

Make sure to highlight the benefits of your services right at the top of your service pages. And, consider outlining yours in a few bullet points, as 1-800-GOT-JUNK? has. This will help ensure that your website visitors quickly understand why they should buy from you. You need to work hard to prove to prospective customers that you’ll be able to help them if they spend money with you — highlighting the benefits before the features of your services will ensure that you do just that.

Never forget to tell customers what you want them to do

It’s extremely important that you incorporate strong calls to action (CTAs) into your service page copy. CTAs are words or phrases, often placed on a button, that tell the reader exactly what they need to do next. Sometimes, people just need a little push to get them to follow through on investing in what you can offer them. So, CTAs can help to ensure more clicks and improve the overall user experience of your website.

Here are a few tips for creating top-notch CTAs that get results:

• Use strong verbs

• Design your CTA buttons with a color that stands out against the background

• Make it clear to the reader what will happen after they click

• Weave your brand personality into your CTAs

• Tap into a visitor’s sense of FOMO by indicating they have a limited time to secure a deal

• Use words that provoke emotion or enthusiasm

Let’s look at a business that uses strong CTAs on their service pages so you can get some pointers for your own.

Bizango, a web design company based in Seattle, has excellent CTAs on its website. For instance, the company has a contact form where prospective customers can fill out their information to allow the team to contact them about a possible project. And, the CTA here says: “Let’s talk about your project.”

The tone of voice here is engaging and exciting, helping ensure that it motivates people to move forward. Additionally, the casual phrasing of the CTA tells website visitors quite a bit about Bizango. The company is laid back but driven and always ready to get started on a new project. With this effective CTA copy, Bizango can encourage more people to get in touch and grow their sales.

Consider writing CTA copy that tells people a bit about your personality while getting website visitors excited about your services. This will not only help showcase who you are as a company but also make people more likely to follow through and click your CTA, encouraging more sales. This is the strategy that Bizango has used, and it’s very effective! 

Ensure clients know exactly what they’re going to get

Your business needs to put a lot of work into ensuring that your customers understand exactly what they’re going to get after making a purchase. This is because services are a lot more abstract and less tangible than actual products. You need to add all of the relevant context to your service pages to guarantee people have all the details they need to make an educated purchasing decision.

Here are a few different ways that you can ensure customers know what they’re getting into when signing up for your services:

• Define the timeline you work to

• Tell them exactly what you can (and can’t) help with

• Discuss exactly what they’ll receive from different service packages

Let’s look at a few businesses that work to ensure their website visitors know exactly what they’ll receive from their services so you can get some pointers.

myMatrixx – PBM Solutions, a pharmacy benefit managers company specializing in workers’ compensation cases, does an excellent job of explaining its services.

On their PBM solutions page, the company outlines exactly what they specialize in and what they are capable of delivering to their clients. Then, they go on to showcase some of their values, like “doing the right thing” for patients, as well as prioritizing transparency. Outlining all of this information on its service page is a great way for the company to make its services and mission clear to its customers. Not only is it apparent what they provide, but outlining the company’s values helps website visitors determine whether or not this is a business they want to work with.

Be sure to explain your products in-depth on your service pages, but don’t be afraid to give readers a bit more of a taste of what you’re all about, too. Sharing your company values, what’s important to your business, or what you try to accomplish in a “big picture” sense will help website visitors trust you more and understand exactly what you provide.

Finally, Chiropractor Calgary does an excellent job of making its services very clear to prospective customers as well. On their massage therapy page, not only do they explain exactly what they offer in terms of treatment services, but they also outline how massage therapy can help their clients. Specifically, they discuss pain relief, decreasing anxiety, and improving a client’s range of motion. And, they put this information ahead of the features or practical details of their therapy. Describing how massage therapy can help to address common pain points first will sell the website visitors on the services and encourage more people to pay for them.

You should also make sure to highlight the problems that your offerings can help solve on your service pages. If you do this, you can make your benefits clear to the customer and encourage them to want to spend their money with you.


Your service pages are some of the most important parts of your website. It is where many people will decide whether or not to spend money with you! In this article, we outlined how you can create excellent service pages, including by using stand-out CTAs, engaging copy, keyword research, and more.

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Author: Aaron Haynes is an entrepreneur, digital marketing enthusiast, and occasional SEO writer. With more than a decade of experience in business development, Aaron helps businesses and agencies develop and grow a data-driven yet nimble approach to search engine control. You can find more from Aaron on Twitter and LinkedIn.