How to Write a Service Page That Converts

by Cheefoo • Updated on 21 Sep, 2022

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how to write a service page

In this post, I'm going to show you EXACTLY how to write your service page that converts. 

In fact, this is the exact process that I got 6 leads within the first 1.5 months after publishing a new service page. And it's from a boring industry. 

goals completed

So if you want to get more enquiries, phone calls & WhatsApp messages from your service pages, then you'll love this new tutorial. 

Let's get started. 

1. Headline

A service page is like a sales page, but… 

… it doesn't need to have the long headlines that look like this: 

example long headline

Why? 

Because the headline on your service page is not clickbait. It represents what you're offering. Straight to the point. 

So, the headline for a service page is simple and short

For example, if you're offering aircon servicing, the headline is 'aircon servicing.' For lawyer service specializing in shipbuilding, the headline is 'shipbuilding lawyer.'

Here's one of my favorite ways to determine the headline for a service page.

Find Out From Clients

The easiest way to get into the mind of your clients is to ask them. Find out from your new or best clients what they would type to find your services. 

Note down 2-3 ideas that your clients have mentioned. 

Based on the ideas, how do you know if they are good and represent the rest of your potential clients? 

Well, we can find out on Google. 

Use Google Autocomplete

Google autocomplete is a quick way to find out if an idea is popular. 

Type an idea at the google search engine. 

Let's say the idea is 'wedding videography. Without pressing the ENTER key, you see a list of keywords available. 

example google autosuggest

And if you can't see any relevant keywords for your service, try typing a different letter. 

So when you type the letter 's', you see 'services'. 

example google autosuggest 1

Go type letter 'p', you see packages or prices.

example google autosuggest 2

If you're offering this service, the keyword 'wedding videography services' seems good. 

Try out other ideas that you have collected earlier. 

Question:
How to find out more ideas? 

That brings me to google keyword planner… 

Use The Google Keyword Planner 

As you may know, Google keyword planner is a free tool in your Google Ads account. 

Type in the idea 'wedding videographer services' in the google keyword planner. 

Watch out for the keyword ideas at 'broaden your search' 

example keyword plan

You may find some additional ideas that you didn't come across earlier. 

Pick one that makes the most sense and relevant to the service you're offering. 

Pro tip: There is no need to add 'country' at the end of the keyword. If you're targeting your own country, you can add country in the page title instead. 

page title country

Once you firm up your headline, it's time to improve your website by getting your intro done. 

2. Short Intro

The intro to your service is VERY IMPORTANT. 

You only have less than 8 seconds to leave a good impression. 

Why?

Because we have a short attention span (like a goldfish). What happens if your intro is long and you brag about how good you are?

It turns your visitors away. 

Your intro either repels or draws your customers. So, keep your intro short. Preferably 5-8 lines. 

The question is: What to include in your short intro? 

Use The IPP Method.

IPP stands for Intent, Pain and Promise 

First, we have Intent

Find out what your visitor intent is when they search for help.

In other words, what are they looking for? I know it sounds obvious. It may be obvious to you. But, you'll still have to mention it. 

For example, this company is providing 'cloud services'. 

ipp intent

Here's how you can express the intent of the search in the first paragraph of your intro. 

Pro tip: You don't just mention your service. Include the outcome of your services. 

Intent = [Your services] + [outcome]

In the same example, the outcome refers to 'scale your business quickly' 

Next, describe the most common pain

When you describe the pain, look from your customer's perspective. In this way, you understand the pain better. As you do that, you build empathy and trust.

Your customer sees that you understand their problem. And relate to you better. 

Here's an example,

ipp pain

Besides stating the problem, show the feeling caused by the problem.
It shows that you feel their pain there.

Now that you've got them nodding in agreement, it's time for the promise.

The Promise is where you give them a peek into a better world. I need to emphasis here: Promise IS NOT your solutions

Let me explain. 

You need to be clear about what you're really selling. 

And believe it or not, many people often don't know what they're REALLY selling. Or who their REAL competition is. 

When you sell aircon services, you're not selling aircon services. You're selling a cooling environment for kids to sleep well. You're not selling lawn maintenance services. You're selling a beautiful lawn. 

Here's an example of writing about the promise. 

ipp promise

Think about the desire or ideal environment for your customers once the problem is solved by you. 

After the intro, we're ready to zoom into the problem. 

3. Identify The Problems

First, brainstorm and make a list of your customers' problems and pains. 

Then, shortlist 1-2 of the most common pain. These pain points MUST BE areas that you can solve with your service. 

Next, elaborate on the pain. 

When you describe a problem in brief, it does not resonate with your reader. On the other hand, when you describe a problem in too many details, it bores.

So, how much should we describe a problem? 

Thinking like your customer, answer the questions: 

  • What is the problem, and how you feel?
  • What is the worst thing that can happen if the problem is not solved?
  • What will be the perfect scenario once this problem is solved? 

Let's put this into practice for a homeowner that wants to renovate his resale house. 

What is the problem, and how you feel?

The whole house interior is worn out with paint peeling, dirty tiles, and stubborn stains due to the previous owner's lack of care. It's an eyesore and frustrating.

What is the worst thing that can happen if the problem is not solved?

I probably get a headache when I reach back home. This probably affects my family relationship. And feel embarrassed when my friends came to my house. 

What will be the perfect scenario once this problem is solved?

Has a 'wow' factor each time I reach back home. My spouse feels delighted and has a sense of pride when our guests praise our house design. 

Using the answers, rephrase them as if you're talking to your customers face to face. 

Pro tip: Use their EXACT words to describe the pains and problems.

Here's after the rephrase:

Feeling frustrated with those paint peeling, dirty tiles and stubborn stains? Yes, we know. It's an eyesore. 

A home that is so worn out can suck all your energy out the moment you stepped into the house. You can't feel too good with guests in your house. The headache is back. 

What you need is an expert interior company that can skilfully transform the old into the house of your dream. We can help you. Not only your spouse will have a sense of pride to showcase your house. You probably look forward to coming home. 

After the problem, it's time to introduce your business. 

4. Introduce Your Business

Now that you've teased your service, it's time to do a quick introduction to your business. 

Here's the questions for you to draft your company introduction. 

  1. What's your business name? 
  2. What does your business do?
  3. Who are you helping? 
  4. What problem do you help them solve? Or what's the goal you're trying to achieve for them? 

To help you build the intro, you can make use of the structure:

[ Your business name ] 

provides / offers / handles / help / sell 

Your service ]

to / for 

Your customers ] 

so that they can 

Solve a problem or reach a Goal ]

For example,

ABC Company provides waterproofing services to home and industrial owners so that all water leakages are stopped quickly. 

Most of your competitors would probably have a similar introduction to yours. 

What should you do?
Differentiate yourself, and bring us to the next section. 

Why You Are Different

Assuming you have the best service in town. Your competitor says the same thing. 

Who to choose?
To stand apart from your competitors, you need to show that you're different. 

First, list all the unique aspects of your service

Since you're so familiar with your own service, you probably aren't going to feel all that unique.

This is perfectly normal. Just put yourself in your customers' shoes and think about this:

  • What's the first thing a stranger might notice about your service? 
  • If you place your service in a lineup with all of your competitors, what would stand out? 
  • What are the properties of your service that CAN'T be imitated by your competitors? 
  • Or is there something that your competitors may be doing but no one's mentioning? 

If you're struggling to come up with unique aspects of your service, try this: 

"Our service is different because…"

Or 

Unlike [typical practice], we use [KEY DIFFERENTIATOR].

Here's how some companies differentiate themselves:

mm usp
domino pizza usp

You can also add a unique differentiator into the business introduction. 

Like this: 

ABC Company provides high tech waterproofing services to home and industrial owners to stop all water leakages. 

Only with a differentiator, you separate yourself from the pack. 

And able to draw your customer closer to see your benefits. 

5. Your Main Benefits

The main benefits affirm how your service can help. You're not going to list down a hundred benefits that do not speak to customers. 

In fact, you should only show the main ones. 

Focus on the main benefits

List 4-6 main benefits of your service.

Pro tip: If you can't think of benefits, think about what your service can do first. Then, turn your feature into benefits by asking this question: "Why should I care?"

For example, 

Feature

Benefit

3D digital drawing 

3D digital drawing to give realistic home design 

Free 1 hour legal consultation

Free 1 hour legal consultation to solve minor issues and try out our services 

Let's say you have many benefits and not sure which one to choose.
You can shortlist the benefits that resonate better with your customers.

How? 

List out the symptoms of the problems. Then, shortlist those benefits that match the symptoms. 

Let's say you're running IT support services. 

And you probably have many benefits like 

  • fixed monthly cost, 
  • single contact, 
  • short contract, 
  • guarantee response, 
  • unlimited onsite, 
  • proactive approach, 
  • Friendly engineers, etc... 

You want to shortlist benefits that match the problems faced by your customers. 

Symptoms / Problems

Benefit Headlines
(max 2 words )

Explain Benefit

Unexpected cost each month 

Fixed Monthly Cost 


Have to explain again to a different engineer

Single Contact


Difficult to terminate for the long contract period 

Short Contract


Slow response 

Guaranteed Response 


Finally, elaborate on your benefits. 

Like this:

Symptoms / Problems

Benefit Headlines
(max 2 words )

Explain Benefit

Unexpected cost each month 

Fixed Monthly Cost 

No heart attack. Just a flat monthly rate regardless of the number of tasks done. 

Have to explain again to a different engineer

Single Contact

You don't need to explain the whole situation again. Our engineers know what to do. 

Difficult to terminate for the long contract period 

Short Contract

3 months contract. If you like us, you'll want to continue the service with us. 

Slow response 

Guaranteed Response 

Expect a 4-hour response from us. So that the problem is resolved quickly. 

When your benefits are tied with the burning problems, they resonate better. 

At this point, your prospect may have shortlisted you in mind. But, they may not be sure if you can really deliver on your benefits. 

The next step is to show results and proof that you're the real deal. 

6. Show Results
(Testimonial / Case Study)

A picture speaks a thousand words.

If you have images to show your services, show them. Images like before-after, the staff at work or behind the scene are powerful. 

By the way, I'm referring to REAL images. Not those stock photos you buy. 

Examples of real images: 

before after eyelash
result bathroom

On the other hand, images may not illustrate all services well. 

For example, it's inappropriate to show pictures of divorce consulting. Or uninteresting to show someone using a computer to do accounting services. 

So what should we do? 

Well, you can make use of a case study to illustrate your service competence. 

To construct a case study, use a structure that looks like this: 

1. Before (the big problem or pain point) 

Remember, you need to start with the problem, even if it feels a bit negative. But to convince someone how GOOD something can be, you must first show them how bad it really is. 

2. The After (the results you achieved) 

You can show results like numbers and data if you have it. The key here is to create CONTRAST like pound lost, time save, productivity increased, etc. 

3. The Bridge (how you solved the problem) 

It's time to talk about all the roadblocks they encountered and how you helped to overcome them. This can be very straightforward. And it should be easy because you probably know your process inside and out. 

Pro tip: The more specific, the better. 

Here's how we can do a case study for an accounting firm

The full-time accounting staff at company X has left. No one in the company knows how to do proper accounting for the financial year. To make things worse, company x left with less than 2 weeks to submit their financial report. 

Within 1.5 weeks, we managed to keep the accounts up to date and submit the financial report. The customers are impressed by the quality of work and regular communication. 

First, we study their accounting software and their existing documents. With the help of senior staff and directors, we sort out all the missing puzzles. We spent 1 full weekday and night keeping up with all the entries. 

Once you got your prospect convinced about the results, show them how it's like to work with you. 

7. How It's Like To Work With You /
Your Process

The first step is to describe, in detail, how working with you (or your service) works.

You want to tell people EXACTLY what they can expect when they hire you. So, make sure you mention each step and all the deliverables people get. 

Here's how it works:

Jot down 3-6 main milestones to reach the outcome for your customer. 

These could be the completion of major tasks before you're able to proceed to the next task. 

The milestones should be short, with 2-3 words. 

Take IT support service as an example, with the outcome to install a server. 

The milestone can be:

  1. Confirm Quote
  2. Make Payment
  3. Install Server
  4. Post Support

Next, briefly describe each main milestone. Make it short and concise. The description should cover details like:

  1. Duration
  2. What you need from the customer
  3. What you do 
  4. What to expect 

Here's an example from a web design service page:

work process

Do you see how they outline the whole process? They also mention specific deliverables, which is good. As a customer, when you look at this page, you know what to expect. 

It's time to wow them with your guarantee. 

8. Guarantee

Put yourself in the shoe of your customer. You're probably not 100% sure if the service helps until you experience the whole process. 

On the other hand, your guarantee is like a safety net in case your service doesn't deliver. It removes the risk of buying for your customer and transfers that risk to you. 

That's the reason why guarantees can drastically increase your conversions. 

Now, find the main risks for your customers. 

Some risk examples: 

• Are customers concerned about overpaying?
• Are they worried something (e.g. data) is gone if the service does not solve?
• Are they afraid the problem will come back again?
• Are they afraid they won't get it in time?
• Are they afraid the service won't solve?
• Is your industry known for delivering uneven results?

Based on the list of risks, what's the biggest worry your prospects have about your service? 

Next, you can craft your guarantee to address that specific biggest worry. Choose a length that gives people plenty of time to experience your service.

It could be 7 days, 14 days or even 60 days. It depends on your comfort level. But you don't have to go that far unless it makes sense for your service.

Choose the right payoff.

Should you offer a full refund? Does it make sense to offer more than money back? Instead of money, can you offer anything else? How about extended post support or a free gift that doesn't cost too much for you? 

Here's an example to sum it up: 

guarantee

After crafting your guarantee, we left with the last section. That's to get them to contact you. 

9. Call To Action

We come to the end of the service page. It's time to get your customers to do something for you. 

The goal of your service page is to encourage your prospects to give you their contact details. So that you can follow up. 

The call to action could be asking your customers to: 

  • fill out the contact form 
  • Give you a call
  • Whatsapp you
  • Participate in a chatbot to fix an appointment

There's no need to be clever with how you write for your call to action. A good CTA reminds your prospect that you're a good fit and can help them get their desired outcome. 

Here's some questions for you to draft your CTA section:

  1. What action do you want them to take? 
  2. Why should they take action today? 
  3. What's the final outcome if they engage your service?
  4. What's the customer's fear if they give you their details? And how do you address them? 

Take a look at this example:

You can call or send us a message over the form or WhatsApp right now. We hope we can help you get started with your dream home. 

Our friendly interior design is more than happy to answer your queries and thoughts. No hard sell, don't worry. Try us, you'll like us. 

There you have it. The essential write up of a service page. To know if the page works for you, you can either drive paid traffic or increase organic traffic. And continue to tweak the copy. 

Did I Miss Out Anything?

Now I'd like to hear from you… 

Which website strategy from today's post are you ready to try first?

Are you going to write about problems or why you are different? 

Or maybe you want to try writing the case study. 

Either way, let me know by leaving a comment below right now.

guy comment using phone

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