Show people how you can help

A good services page makes it easy for visitors to understand what you offer and decide what to do next.

Start with the customer's problem

Before listing everything you do, think about why someone has arrived on this page.

What are they looking for? What problem are they trying to solve? What result do they want?

Use your opening paragraphs to reassure them that they're in the right place.

Writing prompt: Complete this sentence — “We help [type of customer] to [achieve something] by providing [your service].” You don't have to use the finished sentence word-for-word, but it's a useful place to start.

Explain your main services

If you offer several services, give each one a clear name and short introduction. Concentrate on the differences that matter to the customer.

Your first service

What is it and who is it for?

Explain the main benefit in a few sentences. Avoid assuming visitors already understand industry terminology.

Find out more

Your second service

What makes this different from your other services?

Mention the situation in which someone might choose this option and what they can expect from it.

Ask a question

Your third service

What does this help someone accomplish?

If you offer more or fewer services, adjust the number of cards to suit your business rather than trying to fill a particular layout.

Get in touch

Writing prompt: For each service, answer three questions — What is it? Who is it for? Why would someone choose it?

Show people what working with you is like

Your services page isn't only about what you do. Visitors may also want to know how you do it.

This is a good place to explain your approach, experience or something that makes working with your business different.

You might talk about:

How you work with customers
What you take particular care over
Your experience or specialist knowledge
What customers can expect from you
Something you do differently
The values that influence your service

Writing prompt: Imagine a new customer asks, “What is it actually like to work with you?” Write your answer as though you were speaking to them.

Explain what happens next

If customers don't know how your service works, a simple process can remove uncertainty.

1. First step

How does someone begin?

Perhaps they contact you, request a quote, make a booking, visit your premises or choose a service online.

2. What happens next?

Explain what you do after that first step.

Do you arrange a consultation, confirm requirements, provide a quotation or agree a date?

3. The result

What happens when the work is complete?

Explain what the customer receives and anything they need to know about what happens afterwards.

Answer questions before they're asked

Think about the conversations you regularly have with new customers. If the same questions come up repeatedly, your services page is a good place to answer them.

How much does it cost?

If you have fixed prices, give customers useful pricing information. If every job is different, explain what affects the price and how someone can obtain a quotation. Writing prompt: What would you say if someone phoned and their first question was, “Roughly how much will this cost?”

How long does it take?

Explain typical timescales where possible. Mention anything that can affect them and tell customers if they should contact you early for time-sensitive work. Writing prompt: When should a customer first contact you, and what happens between their enquiry and completion?

What do I need to provide?

Tell customers what information, measurements, files, decisions or other things you'll need from them. Writing prompt: What do you normally have to ask a new customer before you can get started?

What else do customers usually ask?

Replace this example with a genuine question from your own customers. Good FAQs come from real conversations. If nobody ever asks a particular question, it probably doesn't need to be here.