What Questions Should Your Services Page Answer?

By Rachel Arst McCullough | November 30, 2021

Your “Services” page is one of the most powerful pages on your website.

It’s powerful from an SEO perspective because it will contain many of the keywords clients will be searching for.

It’s powerful from a sales perspective, too. For many companies, the Services page is the money-maker, the page that convinces clients to choose their company over all of the other options out there.

Here are the questions your services page should answer and the information it should provide to be informative, compelling, and convincing.

1. What Do You Do?

List each service and add a short paragraph describing the service, answering the following questions:

What is your service? Why is it important? How does it help your clients solve their most pressing problems?

Include all of your services. Each one is a valuable source of keywords, and many customers will move on if they can’t find the specific service they’re looking for somewhere on your page. They’ll simply assume you don’t offer the service, even if you do.

Before you write your service page (or have it written), sit down and think about every single thing that you do.

2. How Do You Do it Better Than Your Competitors (Your Unique Selling Proposition)

Do you know what your unique selling proposition is?

If you’re not sure, look at each of the services you offer and ask yourself these questions:

What does my company do that no other company does? Do we use better-quality materials? Deliver the service faster? Do we offer an add-on with the service?
What do my competitors do that drives me absolutely crazy? Do they cut corners we’d never cut? Do they use techniques that produce substandard results?
What’s important to us as a company? What are our values? Why did we choose to start this kind of company over all the other types of companies we could have started?
What do we know about our customer’s pain points? What do we do to alleviate these? How do we make our services more convenient, hassle-free, and pleasant than our competitors?

Once you figure out what you’re doing differently you can use your service page copy to emphasize these points by highlighting them as you describe each service.

For example, a Minnesota company known as the Lakeshore Guys uses a Riprap Armored Shoreline that uses a tougher, better secured, and more high-quality needle-punch filter fabric that most landscaping companies just won’t invest in to build shorelines that last far longer than their competitors. As such, they get calls from out-of-state all the time, from people who are willing to pay extra for them to travel and get their job done.

There’s something special about your company, too. All you have to do is identify it, and communicate it.

3. Can Your Company Deliver?

Case studies should answer these questions through examples: Why should I trust your company? Does your company have the skills to solve the problem I’m hiring you for? Can your company deliver?

While not applicable to every type of business, case studies are a valuable way to walk clients through your process. They prove, in a real, concrete way, that your company has tackled tough problems.

Don’t assume you can’t do case studies because you’re a B2C business. If you’ve ever had to solve a really challenging problem for a customer or client, then you’ve got the makings of a case study ready to go.

Case studies are so powerful because they’re specific. They aren’t vague exhortations, they’re vivid descriptions of what you did when water was pouring in through the roof or when a customer’s moving van ended up stranded 999 miles away from their new home.

If your team had the chops to solve someone else’s challenges, then customers feel reassured you can solve theirs, too.

4. What Does Your Work Look Like?

Photos won’t be appropriate for every company: there’s nothing visual about a lawyer’s work, for example.

But if your work does produce visuals you should use them and use them to answer the questions: What does your work look like? Is it high quality?

Before-and-after photos. Galleries. Video walk-throughs of what you do and how you do it. All of these can be powerful additions to a service page. Copy is important, but not everyone stops to read it. Appeal to every type of brain by showing, not telling.

If you are in an industry like landscaping, remodeling, vacation rentals, or interior design, these images might just become the most important part of your page.

5. What Are Other Clients Saying About Your Company?

Use reviews and testimonials to answer the question: why is your company the best choice for this particular service?

Pick out reviews that help you demonstrate this. If you write a small paragraph under every service you can place the review directly under each paragraph.

Don’t have enough reviews to do that? Here’s how to get more reviews. You can always add them as you gather them. And make sure they are current.

Need help writing your service page?

Did you know McCullough Web Services offers copywriting services? That’s right: if you’re struggling to write your Service page (or any other page on your site), we can help.

Reach out to find out how we can take this task off your hands while delivering stellar results!