Service pages are critical to your success; they allow people to take a deeper dive into what you do and how what you do will help the reader, how you’ll solve the problem they’re looking to solve. As they are so crucial, how do you craft the perfect service page for your website?
In this blog we’ll look at what the perect service page for your website is and share some tips that’ll help you build more productive pages for your site.
A service page is a dedicated webpage that outlines the services you offer. It is, if you like, a digital sales person that clearly explains what you do, the specific benefits of what you do and tells people what they need to do next in order to buy what you do. It can also answer questions, provide images or animations to illustrate your proposition, and ‘social proof’ your proposition by supporting your copy with testimonials, case studies, and reviews.
However, when it comes to building a website, it’s tempting to concentrate on your home and about us pages, understandable really as these are the pages that’ll get most hits. These pages do need extra care and attention but it can’t be to the detriment of your service pages.
The main goal of your website is to convert visitors into either buyers or leads. You can only do that by giving them a really clear, detailed understanding of what you offer. This is where your service pages come in and this is the difference between a web page and a service page.
A general web page could be anything. It could be your home page or about us page. It could be a blog piece or a news item. It could be anything that draws a visitor in and moves them round the site in the way you want the, to move. In contract, your service pages are focused on focused on selling one thing, one specific part of your service.
This is why they need to be so carefully crafted.
A strong service page should walk visitors through their pain points and immediately present your solution as the solution. This means it needs to be designed for a very specific purpose.
Is it to educate and create interest?
Is it to convert leads?
Is it to trigger a ‘buy now’?
Is it to establish your credentials and market position in your visitors’ minds?
You can’t start building your page until you know what you want it to do.
You also need to know which keywords you need to base your service page on. These will be different to your general pages and different to the words you’re using for blogs.
This process will probably start with a brainstorm, after all who knows your features and benefits better than you? However, you need to back up your gut feeling with some proper research. You can use tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to find relevant keywords. The final step is to analyse your competitors’ websites to see which keywords they use. Again, you can use tools like SEMrush and Ahrefs to see exactly which keywords are driving traffic to their service pages.
From here, the process is fairly structured:
To illustrate all of the above, here’s an example of how a recruitment company’s service page could be structured to be highly effective:
Headline:
Find Top Talent Fast: Recruitment Services Tailored to Your Needs
Section 1: What We Do
We match great companies with exceptional candidates.
We specialize in providing recruitment solutions that save you time and help you build strong teams. Whether you’re hiring for permanent roles or temporary positions, our team of experts make sure your hiring process is seamless, efficient, and effective so that you have the very best candidates in place fast.
Section 2: Why Choose Us?
We have expertise in your sector: From IT to healthcare to marketing, we know your industry inside out.
Every candidate is professionally pre-vetted: We thoroughly screen and interview all candidates to ensure you only meet the best qualified people for every role and don’t waste your time interviewing less than perfect candidates.
We work fast: Our streamlined processes mean you fill your vacancies quickly.
(supported by a short video introducing your team and an infographic summarising how the recruitment process works)
Section 3: The services we offer you
Section 4: What do our clients say about us?
“Finding the right candidates used to be such a hassle—but now it’s effortless thanks to you, your team is outstanding!”
Sarah D., HR Manager at XYZ Ltd.
“The executive search service helped us hire the perfect CEO. Highly recommended!”
John P., Director at ABC Co.
“I can’t believe how quickly these guys found my perfect job, I can’t thank you enough.”
Jane S, newly hired digital marketing assistant at Smith and Sons.
Section 5: Call-to-Action
Ready to find the right talent? Contact us today to discuss your recruitment needs or browse our current pool of candidates.
Or click here for our tips for hiring and onboarding new employees (linked to a Top Tips PDF)
Button: “Get Started Now”
Our copywriters and designers work together to make sure every page on your website is findable, communicates what you do and what users need to do next and is as easy as possible to navigate to maximise conversion. If you’d like to chat about how we can craft the perfect service page for you, why not get in touch today?
