The One Page on Your Website You're Probably Getting Wrong (It's Not the Homepage)
- Nancy Detchon
- 2 days ago
- 9 min read
Why your services page matters more than most people realise — and the 6 mistakes that quietly kill conversions.
Ask most small business owners which page on their website needs the most attention and they'll say the homepage. I understand why — it's the front door, the first impression, the big one.
But here's something I've noticed after reviewing and redesigning hundreds of websites: when I trace why enquiries aren't coming in, it's rarely the homepage that's the culprit. The homepage is usually decent. Visitors get past it. They click through to learn more.
And then they hit the services page — and that's where things quietly fall apart.
The services page is where your potential client makes the actual decision. Not whether to stay on the site — they've already done that. The decision about whether to get in touch. Whether what you offer sounds right for them. Whether the investment feels worth it. Whether they trust you enough to take the next step.
It is, arguably, the most commercially important page on your website. And it's also the page that most small business owners write last, rush, and update least often.
Here are six mistakes I see on services pages more than almost anything else — and exactly what to do instead.
The 6 Services Page Mistakes That Quietly Kill Conversions
Most services pages describe what the business does rather than what the client gets. Combined with weak calls to action, missing trust signals, and unclear pricing — the result is a page that informs but doesn't convert.
Work through these honestly for your own services page. How many land uncomfortably close to home?
1. Describing what you do instead of what clients get
The problem: This is the single most common services page problem — and the most impactful to fix. Most service descriptions are written from the business owner's perspective: here's what I offer, here's how long it takes, here's what's included. All useful information. But it answers the wrong question. Your client isn't asking 'what do you do?' They're asking 'what will my life look like after I've worked with you?'
The fix: Rewrite every service description to lead with the outcome. Instead of 'Six 60-minute coaching sessions delivered online', try 'A six-week programme that helps you get unstuck, clarify your direction, and move forward with confidence — delivered online at a time that suits you.' Same service. Completely different framing. One speaks to the provider; one speaks to the client. The second version sells.
Ask yourself: Read your service descriptions out loud. Do they describe what you do — or what your client gets? If the answer is 'what I do', that's your rewrite.
2. No clear call to action — or too many
The problem: A surprising number of services pages end without a clear next step. The visitor has read everything, they're interested, and then... nothing. Or worse: five different options — 'email me', 'book a call', 'download my brochure', 'follow me on Instagram', 'join my mailing list' — leaving them paralysed by choice and doing none of them.
The fix: Each service should have one clear, primary call to action. Ideally the same one throughout the page: 'Book a free discovery call.' Make it a proper button — visible, clickable, and positioned both in the middle and at the end of the page. Not buried in a paragraph. Not a polite afterthought. A clear, warm invitation. 'Sounds good? Book a free call and let's chat about whether this is right for you' is friendly and specific. It removes the pressure whilst making the next step obvious.
Ask yourself: Does each of your services have a single, obvious call to action? Is it a button? Does it appear more than once on the page?
3. Missing or vague pricing information
The problem: To share prices or not to share prices — it's one of the most debated questions in small business. My take: in most cases, vague or missing pricing creates more friction than it removes. When a potential client can't find any indication of cost, the default assumption is often 'probably too expensive for me' — and they leave without getting in touch. The mystery doesn't create intrigue; it creates hesitation.
The fix: You don't have to publish exact prices if your work is genuinely bespoke. But do give people a sense of what they're looking at: 'Investment from £X', a price range, or a clear 'prices on request — book a call to discuss'. What you want to avoid is a page that gives absolutely nothing away financially, because it quietly filters out the very clients who might have been a great fit if they'd known the numbers. Pricing transparency also signals confidence — you're not apologising for the investment.
Ask yourself: Does your services page give any financial indication — even a starting price or price range? If not, is there a good reason for that?
4. No social proof anywhere near the services
The problem: Most websites put testimonials on a dedicated Testimonials page or on the homepage — and then leave the services page bare. But the services page is precisely where your potential client most needs reassurance. They're reading about your offer and quietly thinking: does this actually work? Has it worked for someone like me?
The fix: Add one or two highly relevant testimonials directly onto your services page — ideally positioned just before or just after the description of each service. Even better if the testimonial speaks to the specific outcome of that service: 'I came to Nancy with a half-finished Wix site and left with a website I'm genuinely proud of — and that's already started bringing in enquiries.' That's worth ten times more at this stage of the decision than a glowing testimonial buried somewhere else on the site.
Ask yourself: Is there at least one specific, outcome-focused testimonial visible on your services page — positioned near where the reader is deciding?
5. The 'who this is for' section is missing entirely
The problem: One of the most underused and undervalued things you can put on a services page is a clear statement of who the service is — and isn't — right for. Most business owners worry this will put people off. In reality, it does the opposite: it makes the right people feel immediately, warmly qualified. And it saves you both time by filtering out poor-fit enquiries before they arrive.
The fix: A simple 'This is for you if…' section with three or four bullet points — specific, resonant, and written in the language your ideal client would use — does enormous work. 'This is for you if you're a female service provider who knows her stuff but whose website doesn't reflect that yet' is far more compelling than leaving visitors to guess whether they fit. Follow it with 'This probably isn't for you if…' for one or two gentle disqualifiers, and you've done something most websites never bother to do: pre-qualify with warmth and honesty.
Ask yourself: Does your services page tell the reader specifically who the service is designed for — in their language, not yours?
6. It was written once and never revisited
The problem: This last one is less about what's on the page and more about the habit of treating it as finished. Your services page is a living document — it should evolve as your business does. As your offer changes, as your ideal client becomes clearer, as your prices move, as you collect better testimonials and sharper language — your services page should reflect all of that.
The fix: A simple rule: review your services page every six months at minimum. Ask yourself: does this still accurately describe what I offer? Does it sound like who I am right now? Does it speak to the clients I most want to attract? Even small tweaks — a sharper headline, a stronger testimonial, a more specific 'who this is for' section — compound over time into a page that genuinely does its job.
Ask yourself: When did you last meaningfully update your services page(s)? Does it accurately reflect where your business is right now?
What a Strong Services Page Looks Like
A strong services page leads with outcomes, builds trust through specific testimonials, guides visitors towards a single clear action, and speaks directly to the ideal client throughout.
To pull it all together — here's a simple structure for a services page:
1. Opening statement: A one or two sentence summary of what you offer and who it's for. Written for the visitor, not the business owner.
2. 'This is for you if…': Three to four bullets describing your ideal client's situation, goals, or frustrations in their own language.
3. Service description: What you offer — structured around outcomes first, then process, then logistics (length, format, delivery).
4. What's included: A clear, scannable list of what the client gets.
5. Price: Transparent pricing, or a starting point, or a clear 'let's talk' prompt with a reason to get in touch rather than a vague 'prices on request'. I offer some set price services and these clearly show prices. I also offer bespoke services that I can't put a set price to on the website.
6. Testimonials: One or two specific, outcome-focused testimonials positioned close to the service description.
7. Call to action: A single, clear, warm invitation — as a button, not a paragraph. 'Book a free discovery call', 'Get in touch', 'Let's talk' — whatever feels most natural for how you work.
That's it. Seven components. Everything else is optional. Everything on that list is essential.
Frequently Asked Questions
Should I have one services page or separate pages for each service?
It depends on how many services you offer and how different they are from each other. If you have two or three closely related services, one page with clear sections works well. If you have distinctly different offerings — for example, a done-for-you package, a coaching programme, and a course — separate pages give each service room to breathe and make it easier for visitors to find exactly what they're looking for. Separate pages also give each service its own SEO opportunity, which is worth considering if people might search specifically for that type of help.
How long should a services page be?
Long enough to cover all seven components above — but not so long that it becomes overwhelming. For a single service, that might be 400–600 words. For a page covering multiple services, it could be longer — but keep each service section focused and scannable. Use headers, bullet points, and white space generously. People don't read service pages word for word; they scan for the things that matter most to them (usually: who is this for, what do I get, and what does it cost).
What if I offer bespoke services and can't give a fixed price?
Bespoke pricing is absolutely fine (I have this as well as fixed price services) — but 'prices vary' with nothing else to go on creates more uncertainty than it resolves. Give people something to anchor to: a starting investment, a typical range, or a clear explanation of what influences the price. 'Investment from £X, tailored to your specific needs — book a call and I'll give you an accurate quote within 24 hours' is clear, honest, and removes the hesitation that comes from total pricing mystery.
How do I make my services page show up on Google?
Each services page is a real SEO opportunity — particularly if you use the words your ideal clients actually search for. Give each service page a clear, descriptive title that includes the service type and, if relevant, your location. Write a meta description for each page. Make sure the page content uses natural, searchable language throughout. If you offer different services that people might search for individually, separate pages give each one its own chance to rank.
Your Services Page Deserves More of Your Attention Than It's Getting
The homepage gets all the glory. The services page does all the work. It's where the decision happens — where someone moves from 'this looks interesting' to 'I want to get in touch'. And most of the time, it's the page that gets the least love.
If any of the six mistakes above sounded familiar, please don't feel bad about it. This is the norm, not the exception. Most small business services pages are written quickly, updated rarely, and structured around the business rather than the client. Fixing that doesn't require a full website rebuild — it requires a clear-eyed look at what the page is currently saying and a willingness to rewrite it with the client's decision-making process in mind.
Even one or two of the fixes above, applied honestly, can make a meaningful difference to how many people actually get in touch after visiting your site. And that's worth an afternoon of your time.
Is your services page part of a wider website that isn't quite working?
Whether you need a strategic refresh of your existing Wix site or a completely new build, I'd love to help. Book a free discovery call and we'll take an honest look at where your website is and what would make the biggest difference.
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.
