How to Write Your Services Page (Without Being Salesy)
A services page is necessary because it’s where your people see if you really get them and how you can solve their problems.
True tea—it can be hard to write your services page, especially when you aren’t sure what you need and what you don’t need on there. But when it’s done right, your people will be in your inbox like, so where do I sign up because I needed you like, yesterday?
Know Your Audience
A good services page isn’t just about listing out what you offer. For your services page to actually convert your people, you have to know who they really are—like, where are they when they get to your services page (think about their stage of awareness)? Do they already know they have a problem? Are they looking for a solution to their problem?
The more aware you are of who they are and what stage they’re in, the more you can prove you get it—right down to the problem they have and the result they want. That way, they don’t just see a list of services; they see you as the solution to their exact problem.
And that makes your people choose you because you’re the one who gets them.
Your Intro Sentence
Your intro sentence needs to be strong. It needs to make your people want to know more about how you can help them. It’s like the first couple minutes of a movie—if it’s boring, no one’s gonna stick around waiting for it to get better.
Your sentence should speak directly to your people’s problems or what they really want, making it clear that you understand them. Use language that feels like a conversation with a friend (if you’re like what the hell, I need help doing this, read my blog about finding your brand tone).
Clearly Explain Your Services
Your services page has to have a clear direction—so your people know exactly what you offer and why they need it. A confusing services page is a big, fat NO. It should be laid out in a way that's easy to read and straight to the point.
Here’s how to structure this section:
Service Headings: Your headings should make your people say, “Oh, I need this!” It should be direct and make them want to keep reading.
Brief Descriptions: This is the time for you to show why you’re the one—the one and only choice. It’s not the time to be shy; explain why your service is the best thing since sliced bread. Describe what each service includes and what they actually get from it.
Benefits Over Features: Your people don’t want to just read a list—they want to know how the features of your service will make their lives easier or better. So, be specific! Instead of saying, “You get weekly calls,” try, “Every week you'll get the support you need to focus on figuring out what your dream clients really want.” Or, instead of “you get a detailed brand guide,” try “you’ll have actionable tips to show you how to figure out your brand identity, set yourself apart, and talk to your audience.”
Don’t overdo this section. It’s totally okay to give each service its own page or add a link to detailed pages instead of overloading one page with a ton of details.
The Do’s and Don’ts of Language
A great services page uses simple language that’s easy to understand. You don’t have to sound overly professional using dictionary words or jargon to get your point across. Use conversational language like you’re talking to a friend. Avoid using a lot of passive language—use active language like get, use, and make because it's more engaging and actionable.
Instead of saying “our approach,” you could say “how we get things done.”
Instead of saying “brand positioning,” you could say “how we help you set yourself apart.”
Instead of saying “client feedback sessions,” you could say “We’ll talk about what’s working and what’s not.”
Add Social Proof
Testimonials = how you show your people you have what it takes to solve their problems. Let your past clients do the talking about what it's like to work with you.
Ways to Use Testimonials:
Client Quotes: Show why people love you, like all the kind feedback, emails, or message screenshots that say it all
Before + After: Show what you’re capable of doing with clear examples of your results
Case Studies: Show how you helped a client with a specific project and what results they got
Clear CTAs
Each service needs a strong call to action that tells your people exactly what to do next.
Your CTA is your chance to get them to take action—make it clear, specific, and direct.
A weak CTA leaves people thinking, “So what do I do now?” and you definitely don't want that.
Make It Easy to Read
True tea: most people don’t read every word on a website (let’s be real, most people are skimmers). So, make it easier for your people to skim through by using headings, subheadings, bullet points, and short paragraphs.
Headings and Subheadings: These will help your people skim down your page and know exactly what is going on in each section
Bullet Points: Use these for lists, like benefits or key points, to make things easily digestible
Short Paragraphs: Keep your paragraphs short—three sentences max
It doesn’t have to be so hard to write your services page. Just know your people, keep it simple and conversational, and make sure your CTAs are really strong. It is easy for people to see that you get them when you’re not just throwing a list of services at them because you’re giving them a reason to say, “Hell yeah, I want this!” With a services page that shows you clearly understand their problem and how you can be their solution, people will be saying, “Okay, where do I sign up?”
If figuring out how to write your services page is just too much, that’s totally okay—look at my services page to learn more about how I can help you.
