Are you a services-based small business wondering how to present your services in the best possible way on your website? You aren’t alone. Many business owners wonder how to go about crafting services pages that compel visitors to take the next step to become customers.

Read on for tips on how to design and write content for your services that will help you rank higher in search results pages and bring in more quality leads.

Clean, Simple Page Layout

From a website design standpoint, a cluttered and wordy service page won’t make it easy for website visitors to find the most important bits of information easily. Today’s website trends include amazing images, sections that allow for chunking of written content, and other design elements like icons, drop-down features, and more that help the reader easily consume the page’s content in a short amount of time. Boston Truck & Van’s website does a great job of presenting information on their services pages.

Additionally, adding rotating testimonials can help build trust in your services. You may also consider including logos for brands that you carry or use.  If you are a B2B company, including the logos of businesses you service can speak to your credibility in your industry.

Your website pages should be responsive so visitors can easily read your information on any device. This not only benefits searchers, but it also helps you rank better as Google gives non-responsive websites lower visibility in search results.

Finally, your services pages should be easily accessible from your website home page. Users should be able to get to them within one to two clicks.

Well-Crafted Written Content

If you are a small business owner wondering how to write a services page, this section is for you! No one knows your services better than you do, and your services pages are where you can highlight the most amazing aspects of what you offer to turn visitors into customers. Here are some general writing tips to help you get started:

Perform some basic keyword research before you start writing. By knowing what potential customers are searching for, you can better optimize your written content for higher positions in search results. There are a couple ways to find great keywords for your service page. Here are some tools you can use to find relevant keywords:

Google Ads Keyword Planner: This can be a little complicated for users that aren’t familiar to keyword research, but it provides comprehensive results. Check out this Backlinko post for great instructions on using this tool.

Keyword Tool: This tool is completely free and easy to use, and it taps into Google Autocomplete to generate quality keywords for the topic you provide.  

WordStream Free Keyword Tool: WordStream’s tool uses Google search data to provide accurate and helpful keyword results based on what you enter for keywords, URLs, industry, and country. The keywords they provide include additional data that shows you how competitive they are and how much you could expect to pay when using them for Google Ads.

SEMrush: With SEMrush, you can see what keywords your competitors are using by entering their URL in the search box. You can try the tool for free, but for ongoing use payment is required.

Another easy way to find out what customers are looking for is to start typing in terms related to your services into the Google search box. Once you begin typing, Google will provide suggestions based on what others are looking for. This provides valuable information and insight into how visitors are searching for services like yours. Consider using those terms in your content.

Write in a conversational tone. Readers appreciate a friendly, to-the-point writing style over a more collegiate approach that uses a lot of industry jargon. Write in the same way you would speak to a customer who has called you on the phone to learn more about one of your services.

Keep your paragraphs short. Website visitors prefer to scan text instead of reading long, bulky paragraphs to get a sense of what your services are about. In fact, studies show that if they don’t find the information they are looking for within fifteen seconds, they will likely move on to the next website.

Put your most important information at the top of the page. Chances are you have a lot to say about your services, which is great. It’s all a matter of where you put your information. Try to keep the most helpful information up top. You can always expand and provide more detail further down the page. This way, potential customers can see the most relevant information immediately when they land on the page, and they have the option of scrolling down to learn more if they choose to. Here is some information to consider including towards the top of your service page:

• What your service is (basic overview)
• How your service benefits or solves a problem for your customers
• Your experience and qualifications
• Guarantees and/or warranties you offer
• Call-to-action (button or link to contact page)

Include keyword-rich headings. Heading text is an important SEO element on your website page. Not only does it guide readers, it helps search engines determine important content on your page. For example, let’s say you are a Boston caterer. When you come up with headings for your page, you will want to say things like “The Best in Boston Catering” instead of a more general heading like “Quality Catering for Your Next Event.” Both headings are relevant to your service, but the first heading tells search engines and visitors more specific information and touches on some important keywords that visitors are likely to search for.