Blog cover: How to create the perfect service page: 5-point checklist

Summary: If you're running a service-based business, your website needs a service page. Use our 5-point checklist to maximize the impact of your service page.

Is your business offering a service to your customers? Then a service page on your website is essential.

Why? Because a service page has a couple of important functions:

  1. Clearly explain what you do
  2. Highlight the value your service gives to your customers
  3. Position yourself as an expert
  4. Direct your potential customer to the next step in your process

Essentially, it's a page where you'll sell your potential customer on your service.

Maybe your business doesn't have a service page. Or perhaps you're in the progress of redesigning yours. In any case, we hope you'll find this 5-point checklist useful to maximize the impact of your service page.

Tip 1. Make sure your service page has a clear title

There is a time and place for fun, creative writing. Writing a title for your service page isn't one of them.

Take a look at the following examples. Can you guess what service is being provided?

  • "We create amazing digital experiences"
  • "Express yourself, impress yourself"
  • "We won't leave you in the dark"

While these sentences might sound fun and creative, they don't convey what service is being provided. The result? Confusion and diminished goodwill. You'll force a potential customer to put in work to discover what service you're providing.

Rewriting these service page titles makes it way more clear:

  • "iOS app development"
  • "Public speaking coaching"
  • "Electrical works"

Key takeaway: If a potential customer lands on your service page, make sure he or she can immediately tell what service you're offering. Do this by making sure your title clearly describes the service concisely without fluff, empty words, or marketing lingo.

Tip 2. Make the benefits clear

One of the biggest mistakes you can make as a business owner is thinking potential customers know why your service is a good fit for them. This mindset leads to a service page that doesn't contain any explanation on the benefits of your service.

Potential customers won't understand why they should care about your service and they won't take action.

So, how can we fix this?

Make it clear what your service does — Again, don't try and get overly creative. Describe your service in a way even a child could understand it.

Make sure to mention all valuable benefits — Your service is extremely clear to you. That might cause you to skip over some obvious benefits that potential customers might find extremely enticing. Take a piece of paper and list all the elements of value your customers get. Then check that your website communicates all of them clearly.

Key takeaway: Make sure a potential customer can envision how your service will change his/her life. Do this by making sure you add all the benefits of your service to your service page.

Tip 3. Show me social proof

According to the Nielsen Global Trust in Advertising Survey, the most trusted form of marketing in Europe is word of mouth from people in your own network. If someone you know and trust recommends you something, you’re likely to take their word for it.

The online opinions of other customers are, in essence, also a form of word of mouth.

In Europe, a staggering 60% of people state that they completely trust the online opinions of others. The study also showed that this trust grows inversely with the age of the respondent (the younger, the more trust). This means that this form of advertising will only become more important as time goes on.

Alright, but why is this important for your website's service page?

People tend to do business with businesses they trust. We just showed you statistics that highlight how highly people value the opinions of others. Therefore, we can leverage social proof to greatly improve the effectiveness of your service page.

But how do you use social proof on your website? Here's a couple of techniques and real-world examples:

Want to learn more about how to use social proof? Read my article on how to use social proof to sell more through your website.

Screenshot of the homepage of
Stripe uses logo's to showcase that it's trusted by big brands. Source:

Logos — Does your business work with well-known brands? Add the logos of those brands to increase trust. "If X trusts them, they must provide a good service/product.".

Screenshot of the Tennessee Aquarium's 'plan a visit' page
The Tennessee Aquarium uses testimonials to highlight how satisfied their visitors are. Source:

Testimonials — Do you have customers who were very satisfied with you? Why not ask them to write it down in a couple of sentences? Use their words to convince potential customers.

Screenshot of the homepage of
Made Renovation uses both publications and ratings to instill trust. Source:

Publications — Has your service been featured in a publication (newspaper, magazine, blog, …)? Use the logos of those publications on your website. Potential customers will unconsciously link the authority of those publications to your business.

Screenshot of the homepage of
Honey shows how many reviews they have received together with the total rating to instill trust. Source:

Ratings — Do customers rate your service highly on trusted review websites (Google my Business, LinkedIn ratings, Trustpilot, etc.)? This is an excellent quick visual way to show potential customers that others value your service.

Key takeaway: People buy from businesses they trust. One of the best ways to increase the trustworthiness of your business is by using social proof. See what social proof your business can add to its service page to showcase that you can deliver on your service.

4. Show me who I'll be dealing with

Who is behind this company? Who will I be doing business with? Is this even a real business?

By using authentic photography of the people behind your business, you won't be yet another faceless, corporate entity. You'll come across as human and give the potential customer a glimpse of who he or she might be doing business with. This creates a human connection that lowers the barrier for potential customers to do business with you.

Research by the Nielsen Norman Group shows that customers increasingly find that human connection extremely important:

"[...] users now expect companies to demonstrate a heightened level of authenticity and transparency not only on their websites, but in every interaction a person may have with the organization. More than ever, users are skeptical of companies and see right through complex corporate-speak, jargon, and stock photography."

Jakob Nielsen
Principal of the Nielsen Norman Group

Think about it. If you see a website for a service business with stock photos, what's your gut feeling?

A picture showing the difference between a good picture and a bad one.

The left picture won't fool anybody. When have you ever seen people cheering together behind a single laptop? It screams fake and unauthentic. The right one, however, seems way more authentic. It looks like it could be a real-life meeting.

So if you want your service page to be as effective as possible, use photographs that are authentic, human, and showcase the personality of your business.

Key takeaway: More than ever, users are skeptical of businesses. Use genuine photos of you and/or your team to come across as more personal. This ultimately increases trust and boosts the effectiveness of your service page.

5. Finish with a strong call to action

You've clearly explained what you do, shown that you can deliver on your promises. Your potential customer is completely convinced about your service and has reached the end of your service page.

Now what? You don't want to leave your potential customer hanging. You need to direct him or her to the next step.

What's the next step? Ask yourself:

  • What do you want them to do?
  • What's the next logical step in your process?

Request a free quote? Simply get in touch? Download an e-book?

Whatever it is, make sure you end your service page with a clear call to action that nudges your potential customer to that desired action.

A good call to action exists out of a clear title, text (optional), and a button.

Here's a couple of examples:

Screenshot of feature's page wants to direct users to sign up for their service.
Screenshot of ends their individual service pages with a tailored call to action block.

So, how are you going to improve your service page?

Hopefully you've gotten something out of this checklist. If not Improve your sales pages to check these boxes and let us know how it goes.

Maarten Van Herendael

Maarten Van Herendael

Maarten is Heave's founder. His passion is to help businesses like yours do great things with a website that looks better and sells more. You can find Maarten on LinkedIn.