5 techniques that will help you write effective service page copy

When creating your business’s website, it’s important you do everything you can to stand out.

One of the best ways to do this is by having great service pages, and the copy on these web pages should tell your website visitors what you can do and how great you are at it! If you can get your service page copy right, it’s very likely you’ll improve your conversion rate.

service page copy

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

Focus on the benefits before anything else

The copy on your website — and how you structure it — can have a huge impact on your conversion rate. Before you outline to your website visitors the specifics of your services, you need to tell them how you can help them. This means that you need to highlight the benefits of your services before the features and price. This will help you earn prospective customers’ trust, encouraging them to make a purchase and boosting your conversion rate.

Not sure how to highlight the benefits of your service? Here are a few different suggestions to get you started:

  • Tell the reader if your service will save them time
  • Explain that your service can make them money or save them money
  • Tell the reader how your service will help them improve their business or livelihood
  • Show the reader if your services can help them work or learn from home

Let’s take a look at a few examples of businesses that highlight the benefits of their services well for inspiration.

service page copy

For instance, Sunway University, a higher education institution, highlights the benefits of their services on their Sunway Master of Data Science Online service page. As you can see in the image above, they note a few things about their program, including that it’s “100% online” and can help the student “master a world of data”. Instead of just explaining to the website visitor what classes they offer or the subjects they teach, Sunway University outlines what makes the way they teach great and how this program can help students in their careers. This makes for very effective service page copy that will encourage conversions.

Use your service pages to do something similar. Tell your website visitors how you can offer value to them, rather than just describing the features of your services. This will help build trust with them and improve your conversion rate.

service page copy

Hootsuite, a social media management platform, also showcases the benefits of its services on its training page. The company explains to visitors how they can be helped by its services — they offer onboarding and training that can help the customer learn new skills and properly use the software programs, for instance. By showing the benefits of a Hootsuite program, the company is able to better sell its services!

Use your service pages to tell your prospective customers how you can help them, as Hootsuite has. Outlining the benefits of your services in this way will help encourage people to make a purchase with you.

Always include strong calls to action

A call to action (CTA) is a word or phrase, usually placed on a button, that tells the website visitor what to do next. Sometimes, people just need a bit of a push in order to get them to take the action you want. If you design your website and service pages to include strong CTAs, you can help increase your conversion rate.

Here are a few tips to creating a strong CTA:

  • Place your CTA on a button so users can easily see it
  • Make the button stand out with bold, contrasting colors against the background
  • Start your CTA with a strong command verb
  • Keep the character count low — think short and sweet phrases like “shop now” or “get started”
  • Use emotive language or create a sense of urgency with your copy

Let’s take a look at a few examples of businesses that have strong CTAs on their service pages for inspiration.

Sarah S. Shepard, LLC, an estate planning attorney firm in Alabama, has a very solid CTA on its Huntsville estate planning service page. As you can see above, the CTA says: “Contact us today and let’s get started.” This is clear, straightforward, and gives website visitors an idea of what to expect once they click — they’ll get in touch with a lawyer and move forward with their case!

Be sure that the copy of your CTA is also very clear and straightforward. Tell your website visitors what they can expect once they click in just a few words — this will encourage people to follow your instructions, making it very effective copy.

TurboTax, an online tax preparation service, has an effective CTA on its service page, as well. The phrasing here is simple and clear: “start for free.” This is very effective copy that also works as a selling point for TurboTax because they’re offering a free trial.

If you can offer a free trial or a discount, consider pointing that out with your service page CTA. This strategy will help encourage people to click and get started with your services, making you more money in the long run.

Address pain points your customers have

You want your prospective customers to feel heard. So, you need to show them that you understand their pain points and want to solve them, which should come across in your copy.

Knowing your customers’ pain points is important to any digital marketing strategy. Start by checking in with your customer service team to see what common complaints or concerns they hear. You should then try to address these on your relevant service pages. Not only will this save your customer service team time, but it can help you build trust with website visitors and encourage them to make a purchase.

Let’s take a look at an example of a business that addresses pain points on their service pages well for inspiration.

Using its service page copy, Montana Capital Bad Credit Loans makes it very clear how it can solve website visitors’ pain points. It highlights that it can help website visitors quickly get more cash and improve their credit scores, for example. People looking for financial help are likely concerned about these factors so, when they see that Montana Capital Bad Credit Loans can help them in these areas, they’ll be more likely to inquire about the company’s loan services. This makes for very effective service page copy.

Use the copy on your service pages to tell future customers how you can solve their pain points. This will be very enticing to the reader and encourage them to get started with your business, helping you increase your bottom line.

Incorporate reviews from happy customers

Prospective customers will want to hear that you’ve done a great job for people that have worked with you in the past. This means that you should incorporate reviews from happy customers onto your service pages. It will help your visitors trust you more, encouraging them to make a purchase with you.

To collect client testimonials or reviews, you just need to ask. Reach out to people who you’ve worked for in the past and see if they would be willing to leave you a review. To incentivise them, you could even offer them a small discount.

Once you have your reviews, you need to determine how they should be displayed. If you work extensively with clients, consider producing video reviews that show more about who your past clients are and include their job title and name — this can give them more credibility. Or, if you offer multiple services that are quite similar, you could use star ratings to help your website visitors quickly and easily compare your offerings.

Let’s take a look at an example of a business that has incorporated testimonials into its service page for inspiration.

Southern Cross University, an online higher education institution, has student testimonials on its SCU Graduate Certificate in Business Law online service page. Towards the bottom of the page, you’ll see a carousel of reviews from some of their past students, all of whom are happy with the flexibility and quality of education that Southern Cross University offers. The supporting copy is very effective, as well, as it states “what our students say”.  This shows that website visitors don’t have to take the school’s word for it — the student testimonials help to build trust and show that people are genuinely happy with the education they’ve received. This helps encourage website visitors to apply to Southern Cross University.

Use testimonials on your website like this to inspire visitors and earn their trust! Just like Southern Cross University, you can also use testimonials to build a relationship with website visitors, encouraging people to convert.

Ensure your service page copy has some personality

Once someone is on your service page, you want to ensure that you can grab their attention and keep it. One of the most effective ways that you can do this is by injecting your personality into your copy.

Showcase your brand voice, and have fun with it! Think about who your ideal customer is and how they would like to be spoken to. Do they expect you to be clean-cut and professional? What type of emotion do you want to evoke in them? If appropriate, you could even get their attention by showing off your sense of humor or being casual in your manner of speaking.

Let’s take a look at a few examples of businesses that inject a lot of personality into their service page copy for inspiration.

Agility Partners, a recruiting agency in Columbus, Ohio, injects personality into their service page copy in a way that’s clear and professional. The copy here says, “Great people build great businesses. We connect them.” Not only does this copy make it clear to website visitors what Agility Partners is about, but it shows off the business’s personality and intelligence.

This is a great example of website copy that is full of charm without being casual or unprofessional. If you have a more clean-cut business, think about how you can show off your personality in your copy by telling website visitors a bit more about what you do and what your goals are. This is a great copywriting strategy that can lead to more sales.

Uber Eats, a food delivery service, has a little more fun when it comes to injecting personality into their service page copy. The copy to note here says, “Craving food?” This is a fun way for Uber Eats to tell the website visitor what they’re all about. They’re just trying to help hungry customers! Uber Eats is a bit more casual in their copy, and it’s still effective! Their tone of voice shows that they’re relaxed and ready to help their customers with their needs. This builds trust with the audience and encourages them to make a purchase.

Use the copy on your service pages to tell your website visitors more about who you are and what you do. This will give you a lot of opportunities to showcase your personality, helping you create effective copy that engages and connects with website visitors.


Your service pages will be some of the most important parts of your website! In this article, we outlined how you can create top-notch service page copy, including by showing off your personality and highlighting the benefits of your services.

Author bio & headshot:

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.

service page copy