Writing Your Services Page

What do you do and for who?

The big questions are…

  • Do you do the job I need doing?
  • Do you help people like me?
  • Can I trust you?
  • Can I afford you?

Be clear and direct

Your site visitor has a job to be done and they want to know if you can do it.

So it’s important to…

  • Clearly state what services you offer.
  • Clearly state who you help.
  • Explain why a typical customer needs your service.
  • Speak in words your reader already understands.
  • Do not try to be clever.
  • Do not use fancy words or jargon.

Do you have a USP?

A unique selling proposition or USP is something that your customers care about and is unique to your business. For instance, if you’re the only plumber in your area who does 24 hour call out, that could be your USP.

Because it’s unique to you and your customers care about it, it could tip the balance when your customers are making their buying decisions.

The niche you operate in can also work as a USP (unique selling proposition). For instance, if you’re a roofer who specialises in flat roofs. People who need a flat roof repaired are more likely to choose you over a general roof repairer.

If there’s something unique about your business that you want your customers to know, state it clearly on this page.

Features and Benefits

Your service has many features. For instance, a plumbing service could include features such as…

  • Boiler fitting and repairs.
  • Toilet installation and repair.
  • Repairing leaky pipes.
  • Tap washer replacement.

When you write about the services you offer try including benefits tied to each service. For instance, we only use Zap Doodle washers in our tap washer replacement service. We guarantee these for one year under normal use. 

Your service now has…

  • A feature (tap washer replacement).
  • And a benefit your customer cares about (taps don’t leak for a year).

Don’t just talk about the features your service offers, try including the benefits your customer wants too.


Are there questions that every customer asks you about a certain service? For instance…

  • Do you offer free estimates?
  • How long are boilers guaranteed for?
  • Does your content writing service include SEO?

Don’t hide these questions and answers on an FAQ page, put them at the point the customer is asking themselves the question.


Like FAQs it’s best to put testimonials at the point where they’ll be of most use. For instance, if customers worry about your guarantee being honored. Then, include a relevant testimonial that removes that fear at the point where you talk about your guarantee.

Is there anything else you’d like to say?

Include all the information your customer needs to make a buying decision. For instance, if you offer the same guarantee as your competitor, but you don’t state that on your website, you might miss out on the sale.

Think of everything your customer needs to know before contacting you. Then make sure you include all that information on your website.

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