When you’re designing your website, you typically have four core pages: “Home,” “About,” “Services,” and “Contact.” 

Those are the MUST’s that you want to include so that your audience can properly navigate through your site and understand who you are, what you do, and how they can work with you. 

In addition to those four core pages, you can have various “flex” pages that could be considered optional depending on your specific business goals. 

These flex pages often include:

• Portfolio (although if you’re a photographer or other service-based creative, I’d recommend adding this to your MUST list!)
• Blog
• Resources

There are other “flex” page options, but those are some of the most common that you see!

When thinking about writing copy and designing your website, it’s easy to get overwhelmed because you start thinking about alllll of the things you need to include.

And I get it – if you’ve never written website copy before and you aren’t sure where certain things should go or what to include, it can feel daunting. 

But as your word-magic friend (that’s my way of saying I’m a copywriter who wants to help you write personality-packed copy with ease), I’m here to say it CAN be simple!

And I want to help you see how. 

In this blog post specifically, we’re diving into one of the most important core four pages: your
“Services” page. 

But if you’re in need of help with other pages, browse below to grab what you need:

• Home Page How To’s
• All About Your “About” Page
• The Most Overlooked Page On Your Website (I’m looking at you, “Contact” page 👀)

Back to what you’re here for. ⬇️

The Key Copy Components of Your Website Services Page

1) Attention-Getting Headline

As always, you want to lead with an attention getting headline that helps your website visitor know if they’re in the right place.

Chances are if they’ve stumbled upon your “Services” page, it likely means they’ve already explored your “Home” or “About” page, but if not you want to ensure that you’re still catering to those who may not know who you are or what you’re all about.

Your headline for your “Services” page should be simple and straightforward and allude to what they’re going to get when they choose to work with you. 

For example, if you’re a wedding photographer who specializes in destination weddings, you might say something like, “Where Love Meets The Lens – Wedding Photography Services for Destination Weddings.”

When someone reads that, it’s clear what your services are all about!

2) ALL of Your Service Offerings

After the headline, you’re simply going to get into the information that people are there for. On this page, you don’t have to spend a ton of time talking about what you do and why you do it. 

Instead, you can jump straight to your service offerings, so that people can quickly browse their options and determine what’s best for them. 

When listing all of your service options, you can choose different ways to format them and the design is really up to you, but whatever you choose make sure it’s organized and CLEAR!

One of my favorite and unique examples for this is from my client Brittnie – on her “Services” page, it’s very clear that she has three different service offerings and before she displays details for any of them, she allows her website visitors to pick the “adventure” that best suits their scenario.

Overall, you don’t want to make people guess or wonder what the service is – simply tell them. 

Because remember: confused people take no action at all and that’s the very opposite of what we want.

3) Detailed Descriptions for Each Offer

In each offer listing, it’s time for the details to shine! This includes:

• specific description of product or service
• the tangible things that someone can expect to receive when they buy
• price points, including any payment plan options 
• call-to-actions with how they can book, learn more, or contact you

Details like this are going to be very important for your analytical and driver buyers – more explanation for those can be found here!

Essentially, there are four different buyer types when it comes to sales, and some people tend to move more quickly than others.

Those quick buyers are your people who need to know the facts, and if they can’t find them, they will likely get frustrated, and you may lose them as a potential client. 

I often see that some people tend to shy away from including their price on their website because they fear it will turn people away. 

But by withholding important information like this, you’re actually doing your audience a massive disservice, and it could be a huge missed opportunity for you!

When you lean into providing all of the details about your products or services, you have the chance to give the reader what they really need to know, while also building the value of your offer, both of which help your potential client to feel confident in moving forward.

4) Your Process

After describing your services and laying all of the details out for people to see, it’s important to describe your specific process if it’s applicable.

This section of copy on a “Services” page will look different for everyone based on how you work with clients, but if you have a tried and true process that you follow, THIS is where you want to display that so that people know what to expect.

My clients Amanda and Ben, with Arc Creative Co., do this so well by providing their potential clients with the exacts steps they’ll go through when they purchase:

Including your detailed process on your “Services” page gives people full clarity around what working with you looks like and can often answer some of their existing questions before they ever even have to ask them.

5) Client Testimonials or Case Studies

In addition to all of your offer details, you want to provide client testimonials or case studies so that your potential clients can see REAL LIFE results and wins!

For slower buyers, seeing this extra evidence can give them an extra boost of confidence that they really need to press that “purchase” button.

The reason client testimonials and case studies are so important is because they give you a chance to go beyond the details of your offers and really help people see the transformation that is possible for them after they buy from you.

Because at the end of the day, regardless of what you’re selling, the TRANSFORMATION is what people are really buying. 

What will their life look like after working with you? What problem will be solved? What result will they have?

Those are the things they care about the most!

6) FAQ’s

The last component of your “Services” page that could be considered optional, depending on your business and the product or services you offer, is your most frequently asked questions.

In this section, you don’t have to include every single question that you’ve ever received about your services, but if there’s a question that people commonly ask over and over, there’s a good chance that a new potential client may have that same question. 

Taking the time to answer these questions up front and provide further explanation can limit the need for someone to contact you and wait for a response and could lead to an immediate sale – depending on how your purchase structure is set up, of course!

If you’re not sure how many FAQs to include, I would suggest limiting yourself to 4-6 questions for the sake of space and so that you don’t overload your potential client with TOO much information – because yes, that’s a thing too!

How To Nail Your Website Copy From The Very Beginning

Now that you know WHAT components to include on your “Services” page, you might be thinking, “Cool Sara… but how do I actually write all of this?!”

And I’m so glad you asked!

You *could* take a stab at it and piece things together from what you find on the internet and end with some pretty good copy. 

OR you could join forces with someone that’s going to take the guesswork out of it for you and provide you with tools, formulas, and resources to write GREAT copy with a whole lot of ease!

If you’re more of a fan of that second option (psst: so am I!) then I have just the thing for you. 👀

COMING NOVEMBER 2023: Words That Click – a website copy course for photographers ready to stand out through words 📸📝

In Words That Click, you’ll receive:

• 8 modules of page-by-page website copy lessons (so that you know exactly what copy to include on each page)
• Swipe files and lesson resources (so you have everything you need to write your copy with ease – even when the words aren’t flowing)
• Copy placement how-to videos (so you can confidently move your copy from Google Doc to website page without playing the guessing game)

PLUS:

• BONUS Flodesk form installation video for Showit websites
• BONUS training from photographer and educator Sabrina Gebhardt on mindset and confidence
• BONUS training from photographer and educator Brittnie Renee on productivity planning
• BONUS Monthly 1:1 Voxer Access to me 

AND lifetime access to the course!

ALL of that for only $497. 🤯

If you’re ready to check “write website copy” off your list and launch your site with ease and confidence, THIS is for you.

CLICK HERE to join the waitlist and get first dibs when course enrollment opens on November 20th.