Copywriting for Services Pages: What You Need to Know

Copywriting for services pages answers one specific question. You know the one, it’s the first question you’re asked at any party or networking event. On the surface, it’s a basic question, but those who answer it well somehow feel more compelling and worthy of our time.

The question: “What do you do?”

That’s it.

It’s the question on the mind of any potential client or customer perusing your services pages. Copywriting for websites, and copywriting for services pages involves establishing your likability, and winning your readers’ trust. Below are a few things to keep in mind as you write your services pages.

A Checklist for Copywriting for Website Services Pages

Your services pages should give potential customers a clear idea of what your company does. They should clearly answer the “What do you do?” question in a manner that your potential customer understands.

Below are a few benchmarks that your services pages should hit every time, in order to ensure that they are leveraging maximum impact for your business.

• A compelling headline that draws people in — Your readers spend mere seconds determining if your business will be able to help them or not. A headline that invites them deeper into the page is critically important. Without this, they’ll drop off before you ever have a chance to convert them into customers.
• Copy that explains what you do in a way that your audience can understand — The temptation with marketing copy is often to use the same industry lingo that you might use behind the scenes. You may think it makes you sound smart. But if your audience doesn’t understand what you’re trying to tell them, they’ll quickly move on. This is one of the most important factors when it comes to copywriting for services pages.
• Compelling and persuasive copy — Each sentence’s job is to move the reader to the next. That’s it. The goal is to move your audience through the writing, and persuade them to take action. Convince them that you’re the one they want to do business with.
• A convincing call to action — Your call to action needs to resonate with your audience. It’s the opportunity to make your strongest argument for picking up the phone, emailing, or purchasing. How do you make their lives better?
• Identify with your audience’s situation — The goal is to get your audience to know, like and trust you. One of the best ways to accomplish this is to identify with your audience’s situation. Tell them that you know their situation is difficult. Their feelings are understandable. Then tell them why you are best suited to solve their problem.
• Content that’s visually friendly — Your content should include short paragraphs, subheads, lists, and at least one photo. An infographic would be even better. All of this prevents a reader from becoming overwhelmed by intimidating text. It allows them to scan through your material to pick out the information most useful to them.
• Separate Pages for Separate Services — Your audience may have a very specific services search. When you provide a page devoted to that specific service, your content will be that much more valuable to the customer, and you improve the likelihood of search engine visibility.

Increase Your Relevancy

We’ve all talked to the guy at the party or networking event who can’t seem to land on the same page as you with his answer to “What do you do?” Your eyes likely gloss over, and you remain on high alert for a more compelling conversation around you. Human nature is no different online.

When you hit the above benchmarks in your services page copy, you are more likely to answer the “What do you do?” question in a relevant manner. You’re more likely to draw someone in with your copy and persuade them to take action.

Copywriting for services pages requires earning your readers’ trust. Do your services pages add up? Is it time to revisit them, and take a second look at the content? If you’re looking for help with your next copywriting project, contact me today!

Matt Brennan is a Chicago Marketing Copywriter and copy editor. He has more than 20 years of experience as a professional writer. His work has been published in ProBlogger, Addicted2Success, and Business 2 Community. He is also the author of Write Right — Sell Now and The Virus and Us.