5 tips for writing website service page content that gets results

by | May 23, 2022 | Public Relations

The service pages of your company’s website will outline what you do, how you do it, and why you’re so great at it. And it’s important that these service pages are clear in explaining this—after all, this will typically be the place where a website visitor determines whether or not to make a purchase!

In this article, we’re going to outline how you can write service page copy that gets results. Let’s get started.

5 tips for writing service page copy that gets results

Be sure to infuse the copy with your brand’s personality

You’ll want your service page copy to grab people’s attention and keep it. One of the most effective ways that you can ensure this is by injecting plenty of personality into your writing and honing your brand voice!

Your brand voice is essentially the personality that your brand exudes when communicating with customers. What exactly your brand voice should sound like will depend on the type of business you run—a toy company will likely have a cheery and playful tone, for instance, while a law firm is likely to be a lot more straightforward and professional.

To come up with your brand voice, think of three or four words that really summarize what your business is all about. Is your brand voice passionate? Relaxed? Funny? Insightful? Think about how your customers like to be communicated with and how you want your business to be perceived. This will help you develop a tone of voice that suits your brand.

When writing your service page copy, just make sure that you find the right balance, because you don’t want to sacrifice substance for style. Be sure that all of your headers, titles, and body copy all use your brand voice while still communicating the most important information.

The process of building your brand can take time—don’t get discouraged if your first attempts feel a bit forced or unnatural. The more you practice and experiment with different styles, the better you’ll get at finding one that feels natural and fits in seamlessly with your business.

Lead with the benefits and USPs

The copy on your website—and how you structure it—can have a huge impact on your conversion rate. So, when writing your service pages, you need to ensure that you’re highlighting the benefits and unique selling points (USPs) before anything else, like the price or features. Essentially, when a user comes to your service pages, they should be able to immediately discern how your business can help them.

Here are a few examples of benefits that your business can highlight:

  • If your service can save someone time or money
  • If your service can help improve their life or business
  • If your services can solve a customer’s problems

Let’s take a look at a few examples of businesses that use this tactic well as inspiration.

5 tips for writing service page copy that gets results

American International University, a higher education institution based in Kuwait, does a great job of highlighting their USPs on their service page for their Bachelor of Education in English program.

Note how the first few paragraphs of the copy outline what this degree will enable the student to do upon graduation. Additionally, they outline what the program is able to provide candidates with, including information literacy, ethical reasoning, global self-awareness, and more. This page does a great job of highlighting the benefits of this course, and prospective students will note that this program doesn’t just prepare them to teach children but, rather, it will give them the skills they need to be thoughtful and productive members of society.

Be sure to highlight your business’ USPs on your service page, as American International University has. It doesn’t hurt to think about the big picture here—how do your services improve the lives of your customers? This is something that your prospective clients will want to know upfront.

5 tips for writing service page copy that gets results

Instant Checkmate, a public records search engine, highlights their USPs in a slightly different way. Take a look at the image above and notice how they have used a few small graphics to separate out some of their service’s main selling points, including their unlimited searches, trustworthy results, and total customer privacy. This is a very straightforward way to highlight the company’s USPs—the information is immediately clear to the reader, and they’ll understand how Instant Checkmate can help them.

Consider using graphics to highlight your own USPs, as Instant Checkmate has. This will help people quickly see how your business can help them. If you have a few major points to make regarding your service’s benefits, you can ensure they stand out in this way, so your prospective customers are bound to see them.

Conduct keyword research to ensure your copy’s optimized

Keyword research is the process of finding the words and phrases that people plug into search engines in order to find products and services like yours. When you incorporate these into your website copy, you can improve your search engine optimization (SEO), so you can rank higher on relevant search engine results pages (SERPs) and draw in better traffic to your website. This will help you increase your sales!

To conduct keyword research, start by heading to a tool like Google Keyword Planner with a list of words and phrases related to your business. Plug these into the tool, and you’ll be given a list of keywords that people commonly use when carrying out their research! Select keywords based on how relevant they are to your business and how competitive they are — too competitive and you risk not ranking at all, but you want to reach as many people as possible.

Keep in mind that, if you’re trying to send people to your service pages, you’ll want to use purchase-oriented keywords. These will include phrases like “where to buy”, “near me”, or “reviews,” and indicate that someone is getting ready to make a purchase. Targeting these keywords on your service pages will ensure that you’re drawing people who are ready to make a purchase to your website, which is likely to increase your overall conversion rate.

Once you’ve chosen your keywords, you need to determine how to weave them into your service page copy. Be sure to strategically place certain keywords in the page URL, the title, headers, and body copy. This will give Google plenty of context as to what your service page is about and help the search engine rank you appropriately.

Always include a clear call to action

A call to action (CTA) is a word or phrase—often on a button—that tells the customer what to do next. Sometimes, people just need an extra push to get them to do what you want them to. So, it’s important that you add strong CTAs to your service pages, as this will help encourage your website visitors to convert.

Here are a couple of tips for great CTAs:

  • Start with a strong verb
  • Place your CTA on a button
  • Use bold colors that stand out against the background
  • Make it clear to the user what will happen when they click

Let’s take a look at an example of a website that has great CTAs as inspiration.

5 tips for writing service page copy that gets results

Helix Hearing Care, a healthcare company specializing in hearing aids, has several great CTAs on their hearing aids service page. There is a place where a user can click to call now, as well as a place where they can click to request an appointment. The copy used in these CTAs leaves no room for misinterpretation as to what will happen once the user clicks, making it very effective. Both of these CTAs are also on bright orange buttons, helping them stand out against the background. By providing multiple eye-catching and clear CTAs, Helix Hearing Care can help ensure that people see them and that the right people click.

When designing CTAs for your service pages, be sure to utilize some of the strategies Helix Hearing Care has. Your CTAs should be on a button that stands out from the background and make it clear to the visitor what will happen when they click. Additionally, don’t be afraid to provide multiple CTAs on the same page. This will target people at different stages of the customer buying journey, helping ensure that different types of people click!

Put positive reviews from past clients to good use

It’s always good to hype your own services up, but prospective customers will also want to hear from people who have previously worked with you. This means that, when you’re putting your service pages together, it’s a good idea to include positive testimonials from clients you’ve already helped!

The best way to collect client testimonials is to simply ask. Consider sending out a post-purchase email to your past clients or customers and ask them for a star rating or written testimonial. You could even offer them a small discount as an incentive!

Once you have these reviews, display them on your related service pages. This will ensure that the people who will benefit from them will see them.

5 tips for writing service page copy that gets results

Osmon Moving and Storage, a moving company in California, uses reviews well on their various service pages. As you can see in the image above, they have highlighted some positive Yelp reviews they’ve received from past customers, which note that Osmon Moving and Storage provided an easy, efficient, and worry-free experience. Prospective customers will see these reviews and be more likely to trust Osmon Moving and Storage, making them want to make a purchase.

Be sure to highlight relevant reviews on your service pages! And, make sure the ones you choose are specific to the services you offer. If you can showcase reviews that outline exactly what’s so great about your services, people will be more likely to want to spend money with you.


In this article, we outlined how you can create service pages that get results by writing top-notch copy. We covered finding your brand voice, gathering and displaying reviews, CTAs, and more.

Take a good look at your service pages with our tips in mind—you might see a lot that you can improve on!

Adam Steele
Adam Steele is COO and co-founder of Loganix, which is an SEO fulfillment partner for digital marketing agencies and professionals. The company provides the SEO services that businesses need to grow and achieve their goals. If you enjoyed this article, you can find more SEO guides and templates on the Loganix blog.


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