Transform Your Services Page: 10 Must-Have Elements for a High-Converting Services Page
Your website services page is like your sandwich's peanut butter and jam or the espresso shot in your latte. It’s what people come to your website for!
Many website visitors make buying decisions based on your services page, so you want to ensure it’s designed and written to maximize conversions.
Let’s get right into it: Here are our top 10 must-have elements of a high-converting services page on your business website:
1. Clear and engaging headlines
Don’t make them work for it! One of the first things a website visitor will see when they land on your services page is your main headline (in web-speak, this is your H1 or Heading 1 text). Write it in an easy-to-read font, in words that make it quick and easy for them to:
Identify what you’re selling
Relate to a pain point your service solves
Understand the benefit of your solution
If you’re optimizing your services page for SEO (which you should), be sure that your primary keyword is used in the H1 heading on your page.
2. Concise service descriptions
No one will buy from you if your services are ambiguous. Consumers want to know what they’re buying, so ensure your service descriptions are clear and concise.
When writing service descriptions, be sure to include the following:
Precisely what each service includes
Who needs it (identify the primary pain point(s) of the service)
The value to the customer
Available options, customizations, and pricing
Avoid using jargon and write in a language your target customer will understand. For example, at STGP, we wouldn’t say, “We help you optimize your CRO by combining on-page and off-page content, paid media, and remarketing campaigns.” Instead, we’d say, “We help you get more visitors to your website to purchase your stuff.”
3. Compelling visuals on your Services Page
The power of imagery can’t be understated. Make sure your services page is “pretty” and includes relevant images and icons to represent your services.
Consider graphical elements like:
Icons
Infographics
Filmed or explainer videos
Images of service being rendered
Professional photography (not stock images)
From a technical perspective, ensure your images are optimized for fast loading times (no one wants to wait for a page to load). Ask your website designer to help with this.
4. Call-to-Action (CTA) buttons
Remove as many barriers to purchase as you can. This means placing call-to-action buttons throughout your services page. Place them next to each service description (for easy clicking) and use action-oriented language like “Get a Quote” or “Buy now.”
Optimize your call-to-action buttons by experimenting with different text, colours, and placements to see which gets you the most conversions. You can also use hyperlinked text and smaller call-to-action buttons to link to related resources on your page (such as a blog post about your customer pain points or the benefits of your services).
5. Social proof
Will they believe you? Consumers place a higher value on 3rd parties saying you’re awesome rather than when you say it yourself. This is why placing testimonials and case studies on your services page provides valuable social proof of your awesomeness.
Display social proof as:
Quotes (written testimonials)
Videos (video testimonials)
Case studies
Ratings and reviews from third-party sites like Google.
6. Establish trustworthiness
How can you assure your prospects that you can be trusted? Build your credibility by showing off any certifications, awards, or memberships you’ve earned and client logos.
If you offer any guarantees (like a 30-day money-back guarantee or a 15-day free trial), mention that on your services page. This helps reduce buyer hesitation, as buyers know they can try you out and cancel if they are unsatisfied.
7. Display service tiers or packages
Don’t leave anything to the consumer's imagination. If your services are offered in tiers or packages, list them on your services page. If they’re not visible, how can people buy them?
Just like your #2 above (concise service descriptions), explain everything the tiers include and make it easy to understand. Pricing transparency builds trust and helps streamline decision-making. Typically, sites with “contact us for a quote” get fewer conversions than those that display pricing (or price ranges) because it’s one less barrier to purchase.
8. Optimize your content for SEO
If you only optimize two pages for SEO keywords on your website, ensure one is your services page. Choose a relevant SEO keyword related to your offering and incorporate it naturally within the text of this page.
Include your keyword and variations of it on your page in the following places:
Meta title and description
Main heading (Heading 1 style)
In at least one or more subheadings
In no more than 2% of the body text
In hyperlinked text
In alt text (for images)
9. Design it responsive and user-friendly
You won't make a sale if your site is difficult to use, read, or navigate. Make sure your service page is designed for desktop computers and mobile devices (ask your web designer for adaptive page designs).
Be sure to test your page across different browsers and devices to ensure it displays correctly, no matter how or where someone views it.
10. Include interactive elements
How can you engage your prospective buyers? Think of what tools (calculators, quizzes, downloadable resources) you can create that provide instant value.
For example, you could offer:
An online calculator to calculate the ROI on your packages
A quiz to see what kind of service they need most
A how-to guide or video showing how to benefit from your service
Collect visitor names and email addresses when they use these free tools and interactive elements. With their opt-in, you can nurture these leads by emailing them other relevant, valuable content that will keep them informed and educated until they're ready to buy.
What's our top tip for creating awesome sales pages?
These ten tips lead to one ultimate reminder: Design your services page for your customers to reduce buying friction. You'll make more sales when you can reduce friction and give your prospects what they need (a solution to a problem).
As a business owner, we recognize that sometimes you’re so close to your offerings that it’s hard to look at them from a different perspective. That’s why hiring a team like Small Town Girl Promotions, with their unique perspective and specialized skills, can help you design and write a high-converting services page for your website.
I can tell you more about it. Book a discovery coffee chat to learn how my team can help you build user-friendly, high-converting websites.
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