If you’re a business with an online presence, where do you think is the first place people look after they land on your homepage? In almost every case, it’s your services page — they’re here to see what exactly you’re offering and how you can help them with their problems.
In this guide, we’ll be taking you through the ins and outs of effective service page design, covering everything from what a service page is to which businesses can benefit from one and moving on to service page best practices. Then, we’ll finish up with examples of excellent service pages and a few ideas you can take with you to make your website unique and valuable to everyone who visits it.
What Is A Service Page?
True to its name, a service page is a section of your website where you’ll advertise the specific services you offer. Notice the emphasis on exact here — because in today’s competitive search engine environment, it’s not enough to have a generic page that gives an overview of your services.
For example: If you own a painting company, your service page shouldn’t just read, “If you need something painted, we’ll do it.” It’s better to get specific, a topic that we’ll discuss in-depth in just a moment.
In some ways, it’s easier to think of a good service page as a landing page. It’s a page that a website visitor can land on directly and become a potential customer…without navigating through your homepage or your website navigation.
And one more example to clarify: Your services page doesn’t have to offer a physical service, like painting or landscaping or handyman work. It can also advertise less-than-physical offerings, like consulting or promoting services.
Should I Have A Service Page?
If you’re a business that wants to get more leads, more clients, and higher-paying opportunities — then yes, you absolutely should have a service page.
This need is doubly true if your business isn’t yet a household name in your field. While big-name businesses can trade on their reputation by just having a simple homepage and contact page, smaller businesses can leverage detailed and specific service pages to build a reputation and attract customers that might not know about them otherwise.
Service Page Best Practices
Now let’s get into the meat of the article: The precise principles you should follow to get the most out of your service pages.
Focus on your customer’s needs
Before you put digital pen to paper in creating your service page(s), you should spend a good bit of time thinking about your customer needs. Instead of focusing on what services you offer — and the language you would use to describe them — consider how a prospective customer or client might think about what they need. The marketing jargon here is “target audience.” The idea is that selling to everyone is the same as selling to no one. You need to narrow your content to match what a site visitor wants.
This part is also where a little bit of Search Engine Optimization (SEO) knowledge comes in handy. When a potential client has a problem that they’re trying to solve, how will they look for a solution? For most people, this will involve a trip to Google for some search engine sleuthing.
For example, let’s return to the idea of a painting business looking to build a website and attract customers. If you wrote a service page that only said “we do painting” and added a phone number and an email, how helpful would that be to someone searching for “exterior house painting”? Not very helpful at all.
Instead, it would help if you strived to make your service pages as detailed as possible and as numerous as is necessary to advertise all of your services. For example, suppose our hypothetical painting company could do interior house painting, exterior house painting, restorative painting, mural painting, and garage painting. In that case, they should have an individual service page for each service.
Why? Because of the customer’s specific needs and how they’re likely to search for solutions to them.
Here are two businesses that are doing things right with their service pages:
Keep It Unique
It’s not enough to make a page for every single possible service you could offer, though. So, once again, return to the customer’s mindset — what makes their problem unique and different and not something that a generic solution could fix?
This time, let’s take a look at a plumbing business for our hypothetical service pages. Plenty of less-than-internet-savvy companies would take the advice in the previous section and end up with a series of service pages like this:
- Plumbing for residential
- Plumbing for homes
- Plumbing for homeowners
- Plumbing emergencies
But what does each of those pages mean to anyone looking for help with their plumbing? Can a prospective customer look at that page and trust that this business knows what they’re doing? I don’t think so.
Plus, each of those broad categories is going to be stuffed with results on Google, landing your newly minted page so far down their list of websites it might as well be invisible. It’s like the old joke goes: Where’s the best place to hide a dead body? …On the second page of Google’s search results.
Instead, get as specific as possible with your offerings. To fix that plumber’s service pages, we’d recommend a selection more like this:
- Plumbing for home renovations
- Plumbing for new construction homes
- Plumbing for historic homes
And then, within each page, focus on the unique value that your service can bring to a customer looking to solve their specific problem.
Keep It Simple
If you remember the early days of the internet, you might recall that the abundance of colorful, moving graphics made webpages a wild place to be. But for service pages, this is the exact opposite of what you want.
While you’re getting into the specific details of your services in the text of each page, you should keep everything else to a simple minimum. Don’t make anything too graphic intensive, and only use videos or images where they help to illustrate the point you’re making with your writing.
Make It Easy to Navigate
Web design best practices dictate that you should have a predictable location for all of your site navigation tools. This principle means staying away from any crazy scrolling effects or drop-down menus that are hard to keep open on mobile browsers. Instead, stick with simple, intuitive links placed at or near the top of your website, and don’t try to get too creative with how users can navigate your website.
Use Subtle Transitions
This point follows up on the previous topic and illustrates how important it is to make your service page easy to navigate. Avoid any transitions that jump out in front of your customer. Your service page is there to inform and build trust, not to ambush a prospective customer with high-pressure sales tactics and popups (think live chat boxes that block the content).
Get Right to the Point
Within the first two sentences of each service page, your reader should know exactly what it is that you’re offering. So don’t lead with long and convoluted stories or anything that doesn’t get directly to the point — the same service you’re offering. If you’re not comfortable writing your copy, consider hiring a freelancer with experience in your field to craft a clear, direct, and SEO-friendly service page.
Use Proof to Your Advantage
Even with all the work you’ve put in to make your services page clear, direct, and specific, there’s an unfortunate downside to it being on the internet. That’s because anybody with basic knowledge and a WordPress account could write almost exactly what you’ve written — leaving prospective customers in a tough spot. Yet, at the same time, they try to decide which service is best for them.
How can you overcome this hesitancy and build trust with your prospective customer?
First, use testimonials and hard data as proof to convince them that your business is the real deal. A few quotes from happy customers, mixed with any awards or achievements your business has, will instantly make your service pages stand out as being more trustworthy than the average page.
Second, use social proof to reassure visitors that you are legit and can do what you say. Third, answer common questions about your service. You don’t have to have an entire knowledge base or FAQ section – but it helps to be thorough and descriptive. It shows the visitor that you know what you are talking about and can actually do the work.
As a bonus – this content will take some load off your customer support team who are probably saying the same thing over and over.
End On A Call to Action
Before we end with the last step to put the finishing touches on your service pages, let’s briefly recap what we’ve already learned:
- Focus on your customer’s needs to guide every decision you make for your service pages
- Make each service page unique; stay away from broad generalizations
- Keep your visual layout simple and easy to navigate
- Get right to the point on each page with clear and concise writing
- Add proof in the form of testimonials or data to build trust
The last step is an easy one with each of those ingredients in place: End on a call to action (CTA). Once you’ve drawn a prospective customer in, explained how you could solve their problems, made it easy for them to research your services, and proven that you’re the real deal, it’s time to close the sale.
If you’re a brick-and-mortar business, finish with a link through to your email address and/or phone number, where your new customer can contact you and get a quick response on how you can help them. You can also use it to send them to a contact form. Consulting or membership services can offer similar CTAs, such as a big “Join Us” or “Get In Touch” CTA button at the bottom of the page. You can use different visual elements – but it should be obvious.
Examples of Great Service Pages
To bring this together, let’s take a look at some great service pages from across the web:
770 Arborist’s service pages target their different variations well. They are a tree service company, but still use lot of pages to have detailed descriptions of different services.
Hootsuite ‘s entire homepage is a service page! It gets straight to the point of what they offer: A social media management system. Then, the top-aligned navigation bar makes it easy to research in greater depth about their products. Try it out on mobile and desktop to see how well they’ve optimized both experiences.
Paintzen does everything that we talked about in our own hypothetical painter’s page — explaining their services on their homepage and then linking to seven specific services through their top navigation bar via a dropdown menu.
Smith’s Plumbing Service in Memphis, TN, has a reasonably busy homepage, but their tasteful use of color and photos ties it all together. Likewise, their services bar is spot on, with exacting descriptions of everything they offer. And as you scroll down their page, a contact form appears on the right side of the screen, acting as a floating call to action. Neat!
Well, we’ve come to the end of another journey through website design best practices together. If you follow the steps outlined here as you build your business website service page, you’re almost guaranteed to find successful leads and attract more customers for your business.
But to tie everything together, you might want to check out a few of our other “best practices” pages –
- How to Build a Minimally Viable Website
- 404 Page Best Practices, Ideas, & Examples
- Contact Us Page Best Practices, Ideas & Examples
- Ecommerce Product Page Best Practices, Ideas, & Examples
- Effective About Us Page Design: Best Practices & Examples
- FAQ Page Best Practices, Ideas & Examples
- Homepage Best Practices, Ideas, & Examples
- How To Design a Website Layout w/ Best Practices & Examples
- Website Design Best Practices w/ Examples
- What Is A Web Design Color Palette and How Do I Make One?
- How Much Is A Website Per Year Explained
- 59+ Ways To Find Free Images For Commercial Use
- How to Improve Your Website Content
- How To Write A Meta Description For SEO
- How To Write A Title Tag For SEO
- Thank You Page Best Practices
- Landing Page Best Practices w/ Ideas & Examples