How to Write a Services Page That Actually Gets Enquiries
- Nancy Detchon
- 19 hours ago
- 9 min read
A step-by-step guide with before-and-after examples and a ready-to-use structure.
Your services page has one job. Not to impress. Not to explain your methodology in thorough detail. Not to list every qualification you've accumulated over the last decade. Its one job — the only thing that matters — is to get the right person to reach out.
Most services pages are written as if their job is to describe the service. 'I offer six one-to-one coaching sessions.' 'My packages include: initial consultation, bespoke strategy, three months of support.' 'Services are delivered online via Zoom.' All technically true. None of it particularly compelling to the person on the other side of the screen who is quietly asking: but what does this actually do for me?
The services page is where the decision happens. Not the homepage — visitors decide whether to stay on the homepage. The services page is where they decide whether to enquire. That distinction matters, because writing for the decision is different from writing for the first impression.
This guide walks you through how to do exactly that — with a clear structure, practical writing guidance, and before-and-after examples so you can see the difference in action.
The Mindset Shift That Changes Everything
Stop writing your services page for yourself and start writing it for the person making the decision. Every word should answer the question: 'What does this mean for me?'
Before we get into structure and tactics, there's a perspective shift worth making — because it changes how you approach every sentence.
Most services pages are written from the provider's perspective: here's what I offer, here's how I work, here's what's included. The implicit assumption is that the visitor's job is to evaluate the service against their needs.
The most effective services pages are written from the client's perspective: here's what you're struggling with, here's what your life looks like after we've worked together, here's why this is the right investment for where you are right now. The client doesn't have to do the work of connecting your service to their need — you've already done it for them.
This shift — from 'what I do' to 'what you get' — is the single most impactful change you can make to a services page. And it affects everything: your headline, your service descriptions, your pricing framing, your call to action.
Keep it in mind as you work through the structure below.
A 7-Section Services Page Structure
A services page that converts moves the visitor from recognition ('this is for me') through desire ('this sounds brilliant') to trust ('I believe this will work') and finally to action ('I'm getting in touch').
Here's the structure I recommend for a small service-based business — and what to write in each section.
Section 1: The opening hook — speak to the situation, not the service
Most services pages open with the service name as the headline: 'Web Design Services' or 'Life Coaching Packages'. That's a filing system, not a hook. Your opening should speak to where your ideal client is right now — the situation, the frustration, or the aspiration that brings them to this page.
Two or three sentences that create a moment of recognition: 'yes, this is exactly where I am.' Not an exhaustive description of their problems — just enough to signal that you understand them, and that you've helped people in exactly this situation before.
Write this: Write an opening that starts with your client's world, not your service list. Try: 'If you're [situation], you're in the right place.' Or: 'Most of my clients come to me when [specific trigger moment].' Make them feel seen before you've said a word about yourself.
Example:
Before | After |
Web design services for small businesses. I offer a range of website design and development packages to suit different budgets and needs. | If your website doesn't reflect the quality of what you do — or you've been putting off sorting it for longer than you'd like to admit — you're in exactly the right place. I work with women in business to build websites that finally do them justice. |
Section 2: 'This is for you if…' — pre-qualify with warmth
A short list of three to five bullet points that describe your ideal client's situation, goals, or frustrations in their own language. This section does two things at once: it makes the right person feel immediately and warmly qualified, and it gently filters out poor-fit enquiries before they arrive.
Be specific rather than broad. 'You're a female entrepreneur who's brilliant at what you do, but your website doesn't show it' is far more compelling than 'You want a professional website'. The more precise you are, the more powerfully the right person recognises herself.
Write this: Write your 'This is for you if…' list. Aim for 4–5 bullet points that describe your ideal client's specific situation. Then add 1–2 'This probably isn't for you if…' disqualifiers — these build trust by showing you're selective rather than desperate for any client.
Example:
Before | After |
Suitable for small businesses, start-ups, and entrepreneurs looking to establish or improve their online presence. | This is for you if… your website makes you wince when someone asks for the URL / you've tried to sort it yourself and it still doesn't feel quite right / you want something you're genuinely proud to share. |
Section 3: The service description — outcomes first, process second
This is where most services pages get it backwards. The typical structure is: here's the format, here's what's included, here's the process. The more effective structure is: here's what you get, here's what changes for you, here's how we make that happen.
Lead with the transformation. What does the client's situation look like after working with you? What can they do, feel, or achieve that they couldn't before? Then explain the process and format that delivers that outcome. The logistics matter — but they're supporting detail, not the headline.
Write this: Rewrite your service description starting with the outcome: 'At the end of this [service], you will have [specific result].' Then describe how you get them there. Finish with the practicalities: format, length, delivery method.
Example:
Before | After |
A full website design service including up to 6 pages, custom design, mobile optimisation, and SEO setup. Delivered over 3–4 weeks. | A complete, professional Wix website you're proud to share — built around your brand, your offers, and your ideal clients. You'll have a site that works on every device, shows up in Google, and gives visitors every reason to get in touch. Typically 5–7 pages, delivered in 3–4 weeks. |
Section 4: What's included — clear, scannable, specific
A clean, bullet-pointed list of exactly what the client gets when they work with you. Not vague promises — specific deliverables. This section answers the practical question every potential client is asking: 'Yes but what exactly do I get for my money?'
Be as specific as you can without overwhelming. If your service includes a discovery call, a brand questionnaire, three rounds of revisions, a hand-over session, and 30 days of post-launch support — say so. Each specific item builds confidence that you've thought this through and that your process is robust.
Write this: List everything your client gets, in plain English. If you find yourself writing vague items like 'ongoing support' — make it concrete: '30 days of post-launch email support for any questions or small tweaks.' Specificity signals professionalism.
Section 5: The investment — transparent, confident, contextualised
Pricing transparency builds trust. Pricing mystery creates hesitation. You don't have to publish a fixed price if your work is genuinely bespoke — but you do need to give visitors some financial anchor. A starting investment, a typical range, or a clear 'let's talk' with a genuine reason to book a call all work.
Frame the investment in terms of what it delivers, not what it costs. 'Investment from £1,200' is fine. 'Investment from £1,200 — for a website that positions you as the expert you are and starts working for your business from day one' is better. You're not apologising for the price; you're contextualising it.
Write this: Write your pricing section. If you publish fixed prices, add one sentence after the price that contextualises the investment in terms of the outcome. If you use 'prices on request', add a sentence that tells the visitor what to expect when they enquire — and make the enquiry process feel low-stakes.
Section 6: Social proof — place it close to the decision
One or two specific, outcome-focused testimonials positioned directly on the services page — ideally right before or after your service description. Not on a separate testimonials page. Not in a footer. Here, where the visitor is actively deciding.
The best testimonial for a services page describes a transformation: what changed for the client, what they can do now that they couldn't before, how they feel about the result. 'I went from being too embarrassed to share my website to sending it to everyone I met' is infinitely more persuasive than 'Nancy was great to work with, I'd highly recommend her'.
Write this: Choose your single strongest testimonial — the one that best describes the outcome your ideal client most wants. Place it directly on your services page, positioned either just after your service description or just before your call to action. Make it count.
Section 7: The call to action — single, warm, low-friction
Every services page should end — and appear mid-page — with a single, clear, warm invitation to take the next step. One action. Not four options. Not a vague 'get in touch'. A specific, friendly prompt that tells the visitor exactly what to do and makes it feel easy and safe to do it.
The most effective CTAs for service businesses reduce perceived risk: 'Book a free 30-minute discovery call — no obligation, just a conversation to see if we're a good fit' tells the visitor what will happen, how long it will take, and removes the pressure of committing to something significant. That combination of clarity and warmth is what gets people to click.
Write this: Write your services page call to action in two sentences. Sentence one: what you're inviting them to do. Sentence two: what happens next and why it's safe to take that step. Then turn it into a button — visible, above the fold if possible, and repeated at the end of the page.
A Note on Pricing: To Publish or Not to Publish?
Publishing prices — or at minimum a starting investment — reduces hesitation and attracts better-fit enquiries. Total pricing mystery usually costs more clients than transparent pricing does.
This question comes up more than almost any other in conversations about services pages.
In most cases, publishing your pricing — or at minimum a starting investment — serves you better than hiding it. Here's why:
Visitors who can't find any financial indication will often assume the worst — 'probably too expensive' — and leave without enquiring
Transparent pricing pre-qualifies enquiries: the people who get in touch have already decided the investment makes sense for them
Pricing confidence signals professional confidence — it says 'I know what my work is worth and I'm not apologetic about it'
It saves both parties time: no awkward 'so, what does this cost?' moment on the discovery call
The exception is genuinely bespoke work where the price varies significantly based on scope. In that case, a starting investment and a clear 'let's talk' is far preferable to nothing at all.
Whatever you decide, never apologise for your pricing on the page itself. State it clearly, contextualise it in terms of value, and let it stand.
Frequently Asked Questions
How long should a services page be?
Long enough to cover all seven sections above, short enough that nothing feels padded. For a single service, that's typically 400–700 words of copy on the page. For a page covering multiple services, it will naturally be longer — but keep each service section focused. People don't read services pages word for word; they scan for what's relevant to them. Short paragraphs, clear headings, bullet points, and generous white space all make the page easier to navigate quickly.
Should I have one services page or a separate page for each service?
If your services are closely related and appeal to a similar client, one page with clear sections works well. If your services are meaningfully different — different audiences, different price points, different outcomes — separate pages give each service room to breathe, allow for more specific messaging, and create individual SEO opportunities. As a general rule: if you'd describe your services to different people in very different ways, they probably deserve separate pages.
Can I use my services page to handle objections?
Absolutely — and I'd actively encourage it. A well-placed FAQ section at the bottom of your services page is an excellent place to address the questions and hesitations you hear most often. 'How long does it take?', 'What if I don't know what I want?', 'What happens if I'm not happy with the result?' — answering these honestly on the page removes friction, builds trust, and means your discovery calls start from a place of much greater mutual understanding.
What's the most important thing to get right on a services page?
If I had to choose one thing: the opening. The first few lines of your services page determine whether someone reads the rest. If those lines speak directly to your ideal client's situation — if they create an immediate moment of 'yes, this is exactly me' — everything else becomes much easier. Get the opening right and you've already done most of the work.
Would you like some help with your website? Let's Chat!
by Nancy Detchon - Director at Peak Net Ltd.
Business Professional with 30+ Years Experience - Wix Web Design - 5* Wix Legend Partner - Female Business Owner - Micro Business Champion
A business professional and website designer with 30+ years of experience in Director level business management, project management and software implementation. A high level Wix Partner committed to providing creative web design solutions with excellent functionality, all without breaking the bank. I'm here to help you hit the ground running, allowing you to concentrate on your specialist subject – the business of running your business.
