Your services page is where a customer decides whether you can actually help them. They arrive with a specific need and a handful of questions. If the page answers those questions quickly, they get in touch. If it makes them hunt, they go elsewhere.
The good news is that a services page is easier to write than most owners expect, because the questions are always the same five.
The five questions
For each service you offer, try to answer these in plain words:
- What is it? Say what you actually do, in everyday language.
- Who is it for? The type of customer or situation it suits.
- Where do you do it? Your suburbs, region, or whether you work Australia wide.
- How much is it? A starting price, a range, or how you work out a quote.
- What happens next? The step the customer takes to get started.
If a service has a paragraph covering those five, it is a good page.
Start with the words customers use
Customers do not search for what you call your service. They search for what they think it is. A cleaner might call it "end of lease reset", while the customer types "bond clean". Think about how a customer would describe the problem, and use their words in your headings. You can still add your own name for it afterwards.
Listen to the questions you get on the phone. Those are the questions the page should answer.
Keep each service short and separate
Give each main service its own heading and a short block of text, rather than one long paragraph covering everything. A visitor skimming on a phone should be able to spot the service they want in a couple of seconds.
- Use a clear heading with the service name.
- Follow with two to four sentences.
- Add a short list of what is included if that helps.
- Finish with the next step.
If you have many services, group them under a few headings, and do not try to list every possible job. If you offer something only occasionally, one line is enough.
Be straight about price
Prices are the most commonly missing thing, and the thing customers most want. You do not have to publish a full price list, especially if every job is different. But give people something to work with:
- A starting price: "Standard pruning from $X."
- A range: "Most bathroom jobs fall between $X and $Y."
- An explanation: "We quote after a free look, and the quote is fixed once agreed."
Only state a price you are happy to honour. Our guide on what a website actually costs is an example of putting numbers on the page, even for a service where every job differs a little. If you really cannot name a figure, explain what changes the price and how long a quote takes.
Say where you work
Name the suburbs, towns or regions you cover. This helps customers know straight away if you can help, and it helps Google understand where you operate. If you serve a wide area, list the main ones and say what happens outside them. If you work online or Australia wide, say that clearly.
Show proof, lightly
A short line of evidence goes a long way: a licence number, a year count, a real photo of finished work, or a review from a customer who used that exact service. Keep it specific and true.
Finish every service with a next step
After the customer has read about a service, they are ready to act. End each section, and the whole page, with a clear action: a tappable phone number, a short form or a booking link. Our guide on how customers should contact you helps you decide which to offer.
What to avoid
- Vague headings like "Our solutions".
- Long paragraphs of company history. That belongs on your About page, and how to write your About page explains how.
- A giant list of services you rarely do.
- Jargon your customers do not use. If you must use a trade term, explain it in a few words.
You can write this yourself
A services page is mostly facts you already know. Write it as if you were explaining your work to a new customer over a coffee, then trim it. If you want help turning it into a site, our checklist of what to have ready sets out what to gather, or tell us about your business for a free 15 minute call.