As a service-based business owner, your Services page is one of the most important elements of your website, because when it comes to booking your dream clients there’s a lot riding on it.
Just like writing your own copy for your About page, the Services page can feel like a doozy if you don’t know where to start…
…which is why I’m here to help—duh!
If you want to learn how to write the perfect minimal Services page, keep reading. 😏
Before you can answer that question, I should probably tell you what I mean by ‘minimal Services page.’
It’s simple, really.
A minimal Services page is exactly what it sounds like: a Services page that has everything you need, and nothing that you don’t.
It’s a straight-shooter, no-bullshit, here’s-what-you-get, here’s-why-you-should-care vibe—just like my lovely client, Celeste Moore, whose Services page I’m using as an example in this post (more on her later).
As a website copywriter, I’ve seen a lot of Services pages, and there are tons of ways you can lay yours out, and not a single one is wrong.
(Actually, that was a wicked dramatic blanket statement—you could totally do it wrong if you neglected to include the essentials, like, say, what your services are, which, shockingly, some people actually forget to do.)
A minimal Services page is perfect for you if you:
Now, back to our girl Celeste. She’s actually the reason I thought of writing this blog post in the first place.
Every month, I send out a newsletter called The Portfolio Piece, and in this month’s issue, I’d planned to tell my subscribers about the website (and brand messaging, and welcome guide, and proposal, and onboarding materials, and podcast description) I’d written for Celeste.
In that newsletter, I always include a ‘tip to match’ at the end, partly because I love educating, and partly because I feel like I should probably take the edge off of the whole “look at how amazing my latest project is, I’m the shit” vibe of the email.
The tip I chose to include was ‘less is more’, because this website copy project was practically the definition of that.
And while I was writing said tip, I had a lightblub moment that Celeste’s site would be the perfect opportunity to share how I go about writing a minimal Services page (and how you can, too).
So, let’s get into it! Here’s how it’s gonna go down:
I broke down Celeste’s entire Services page section by section, and I’m going to tell you the what-why-how of each one, in order. Let’s do it.
What: the headline that describes what this page is about.
Why: so the reader can instantly tell what they’re going to read, and determine whether the site is worth the scroll (spoiler alert: this one is).
How: begin with the keyword that your ideal clients or customers would type into Google to find someone who offers your services.
Celeste’s keyword is “dating and image consulting.” Using that as the base, I then added relevant details that I was certain her ideal clients would want to know.
I chose to say her services are personalized to make it immediately clear they’ll be getting a custom experience if they choose to work with Celeste.
I chose to add one-on-one so they’d know that Celeste works with each client individually (as opposed to group coaching).
And, finally, I chose to add ‘for the modern man’ so the man reading it would know her services are meant for him.
What: the introductory statement that addresses the reader’s current state.
Why: so they feel like you understands exactly what they’re going through, which will then motivate them to want to work with you.
How: make your reader feel like they’re having a 1:1 conversation with a friend who just gets them.
In this particular “I know where you’re at right now” intro statement, I chose to illustrate a few unfavorable situations that Celeste’s ideal clients are sick of dealing with, like having to Google how to ask a woman out because they feel out of practice, or navigating the “I’m just not that into you” text.
Reading this will solidify for Celeste’s ideal clients that she has a deep understanding of what they’re actually going through, which is essential in a business like Celeste’s, because no one would hire a mentor or consultant who didn’t *get* them, and indicate that they know how to help.
(Which, by the way, is why this section literally ends with “here’s how I can help.” We’re leaving no room for interpretation here. Like I said, Celeste is a straight-shooter. And so are her ideal clients.)
What: an overview of the benefits of working with you.
Why: so your readers can see why working with you would be the best possible choice for them.
How: spell out the reasons why your services can offer them the transformation, results, or positive outcome they’re seeking.
For Celeste’s benefit overview, I wanted to go as simple and direct as possible, which is why I led with the header ‘what you’ll gain.’
Also, that’s a phrase her ideal client will definitely resonate with, because—as stated in the ideal client avatar I created for her as part of her Brand Messaging Book—he prides himself in being a high-achiever, and he’s a results-focused man, so being able to clearly see what he’ll gain will feel like a win for him.
I listed out the 3 main benefits of working with Celeste, and then included a call to action (mapping to her Contact page) so that they could immediately click over to inquire if this section has them sold.
What: a list of what’s included with your service(s).
Why: so people know what the hell you offer.
How: clearly list out everything that’s included with all of your offerings, including each service’s respective pricing (or starting at rate, which is my preferred method).
Because Celeste only has one offering, her what’s included section was extremely simple.
This section fits seamlessly after the what you’ll gain because her readers already know why working with her would be so great for them, so it’s the perfect time to explain what exactly is included with her consulting services.
In terms of formatting, bullet points are best for this section. You can also opt to add a little blurb about your service(s) if you feel like you need to add more context about who it’s for, or what it is specifically, etc. (Here’s an example of how I did it on my Services page.)
Side note: if you only have one offering, like Celeste, it’s a good idea to add a little more context about each item on your what’s included list.
What: an overview of your process.
Why: so your potential clients can get a feel for how you work, and what they can expect in working with you.
How: clearly and concisely explain the details of what your client process is like.
For Celeste, the getting started process is what her clients have the most questions about, so that’s what I chose to highlight, via a 3-part series that kicks off with the first step, and allows the reader to keep learning more via the ‘next’ button in the bottom right corner.
I recommend considering what your ideal clients may have questions about, and include details about that element of your process on your Services page.
Want to see more examples of how you can lay out your process on your Services page? I wrote a whole blog post about it.
What: a testimonial or review from a past client showcasing how great you are.
Why: to convince your readers to inquire about working with you.
How: use your most glowing review and highlight the important or extra-nice parts.
When it comes to selecting a testimonial for your Services page, I’d go with the one that you think would really ~speak to~ the people who may be on the fence about inquiring.
If people are certain they want to work with you, they’ll glaze over your site, read the what’s included, maybe skim the About, and then inquire.
But if they’re on the fence, they’re much more likely to read everything—especially the details you choose to add to your Services page, which is why including a review with a ‘I almost didn’t, but I’m SO glad I did’ vibe is your best bet.
& speaking of testimonials—if you don’t yet know how to ask your clients for great ones, swipe my feedback form! You can download it for free, make a copy, and start sending feedback requests to your past clients ASAP rocky.
What: a section that explains to the reader whether or not they’re a good fit for you.
Why: to weed out the red flag clients, the wishy-washy inquirers, and anyone else who you don’t want to attract.
How: make a list (or a chart, or a table) of the reasons you are (or are not) the best fit, OR list the types of people you serve.
For Celeste, we chose the latter, but I choose the former for other clients all the time. (You’ll find an example right here if you scroll down to ‘we’re the perfect fit if…’)
I love the listing-out-people strategy (when it’s appropriate) because it really allows the client to see themselves in the copy. And, in Celeste’s case, that was literally the direction we gave.
(Again, straight shooter.)
This is one of my most favorite segments of her entire site, because I got to be a little cheeky with my examples—I mean, who else would let me reference knowing how to work a boardroom but not a bedroom?! Absolutely iconic, that woman.
What: a call to action to inquire about working with you.
Why: so you get clients and money. 🙂
How: sum up the main benefit of working with you, and follow it up with a direct next step.
This is the perfect place to insert your reader’s true want—aka that thing deep down way beyond what they surface level want—and Celeste’s ideal client wants his sexy back a la Timberlake, so that’s exactly what we referenced.
Then, we ended off the page with an extremely clear next step, to eliminate any possible confusion about what to do now that they’ve reached the end of the Services page: book your consultation (with the button mapping to her Contact page).
& that’s it—your minimal Services page is complete!
I hope you found this post helpful! If you’d like to learn more about how to write your own website copy, here’s how you can continue your education:
And, if you’re a new or aspiring copywriter wanting to learn more about the world of freelance copywriting, sign up for the waitlist for my group mentorship program launching very soon!
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