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5 Expert Tips That Will Help You Write Great Service Page Copy 

Your service pages are some of the most important pages on your website because that is where you highlight your company’s offerings and tell customers why they should invest in your services instead of your competitors’. So, it’s key that you get the copy for these pages right, as they can have a direct effect on your sales.

To get you started, we are going to be looking at five expert tips that can help you create effective copy for your service pages. 

Conduct keyword research to reach the right people 

Keyword research is an SEO tactic that you can use to find the specific search terms your target audience are typing into search engines. This practice is very important for SEO, as using relevant keywords in your content will bring you closer to your target audience and improve the chances of your site being found on the first page of search engine results.

To perform keyword research, you’ll need to use specialist tools like the ones from Ahrefs or Ubersuggest. Start to input common words in your niche, and then they’ll give you a list of relevant keywords and search phrases that your ideal customers have entered into search engines. When you have these keywords, you want to include them in your service page copy.

However, you shouldn’t keyword-stuff as that will get you penalized. Instead, include relevant keywords in places like the title tag of your service page, the alternative text for your images, or in your headings. Incorporating keywords into these places makes them sound more natural, and it increases the chance of your service page being found by people who need your services. 

But suppose you don’t want to go through the stress of writing your service page copy and would rather outsource the task instead. In that case, Loganix offers SEO copywriting services to help you get high-quality content that’s been optimized with your relevant keywords to improve your rankings on search engines. 

Always incorporate strong calls-to-action

Calls-to-action (CTAs) are prompts that are used to direct website visitors on what to do. Adding strong CTAs to your service pages is very key because they can guide your prospects into taking action that will lead to more conversions for your site. 

To write strong CTAs, ensure that you’re using command verbs that clearly tell people what you want them to do. Some examples are “get,” “buy”, or “subscribe”.

Now let’s take a look at some businesses that do a great job of incorporating strong calls-to-action into their service pages.    

RMIT Online is a university that offers various online programs for working professionals who want to advance their education. On their website, you’ll find that they have different CTAs aimed at different people, increasing their chances of getting more conversions. For example, on the page for their graduate certificate in project management program, they include three different CTAs — “enquire now”, “download a brochure”, and “ask a question”. 

These CTAs do a great job of catering to the various people who will want to take different actions on their page. For instance, some might want to speak to a school representative and would need to use the “enquire now” or “ask a question” CTAs, while others might not be entirely convinced and would prefer to download a brochure to read more about the program. 

This example shows how beneficial it can be to create multiple CTAs for your service page and, if you want to do the same for your business, try to focus on tailoring your CTA copy by using action-oriented words that tell your readers exactly what to do. 

Another example is from Adam S. Kutner Accident & Injury Attorneys, a team of car accident lawyers in Las Vegas. Looking at their service page for auto accidents, you’ll see that they include a contact form for prospective clients to get a free consultation and the CTA on the form reads “get help now”. 

It’s a very strong CTA that will resonate with their target audience —  people who have been involved in car accidents and now need help to treat their injuries and collect their compensation. You can also emulate what they’ve done by using specific CTA copy that empathizes with your customers, so they feel motivated to convert or at least sign up to learn more about what you do. 

Focus on highlighting the benefits of your services 

The copy on your website — and how you structure it — can have a huge impact on your conversion rate. So you need to start tweaking your website copy to highlight the benefits of your services before anything else, like the price or features.

Some benefits you should highlight are how your service will help people save time and get great results. If you can also help customers make or save money, you should highlight that as well. 

Here is an example of businesses that have implemented the tactic of highlighting their benefits front and center on their service pages to give you some inspiration. 

Evernote is a software application developed to help people take notes, organize them, and archive them for future reference. And on their service page, they outline these benefits for people to see as soon as they land on their website. They highlight the fact that you can accomplish so much more when you note down your ideas, and mention that you’ll automatically save your notes online and can even transfer notes between devices. 

By providing all of this information straight away, the company has successfully shown their prospects why they should pick Evernote over any similar company. 

To do something like this for your brand, try tapping into the pain points of the people who need your product or service and then find a way to present your benefits in clear and concise points that will trigger your target audience to take action. 

Inject plenty of personality into your copy 

You’ll want your service page copy to grab people’s attention and keep it. One of the most effective ways you can ensure this is by injecting plenty of personality into your writing. And, to provide that sense of personality, you need to first identify a suitable brand voice for your business. 

To identify your brand voice, you should look at your company’s goals and your target audience. Then, think about the way you want to sound to your customers. Do you want to sound quirky or authentic? Or are you going for passionate or professional? Once you can answer these questions, it’ll become easier for you to identify your brand voice and start using it in all of your company’s content.

Now let’s take a look at a website that took the initiative and has injected a lot of personality into its service page copy so you can get some ideas.

Drift is a company that uses conversational AI software to help companies engage in personalized conversations with their customers. Looking at the service page for visitor intelligence, you’ll find that they include images of prospects having conversations with their chatbot to inject some playfulness and humor into their site. Besides that, they also make use of their live chatbot to ask engaging questions that can help you achieve your goal on their site.

Their personality comes off as fun and witty, yet functional enough to pass across their message 

and offerings to their audience. This is a great example of a brand that knows how to incorporate personality into its content. To do the same thing for your brand, you’ll need to first identify your brand voice then look for ways to incorporate it into your service pages through your headings, images, and body copy. 

Include testimonials from happy clients 

While you can hype your own services up, prospective customers will also want to hear from people who have previously worked with you. So, when putting your service pages together, it’s a good idea to include positive testimonials from clients you’ve already helped.

To get testimonials from previous clients, you can send over an email asking them for feedback on your services. Another method is to include a link on your website to your profile on review sites like Yelp or Trustpilot. You can add this link to the emails you send to previous customers, so all they have to do is follow the link and leave ratings and reviews for your business. 

There are a number of ways you can display these reviews on your website. You could have them in written form in a section of your website. Or you could decide to display your testimonials in video form so future customers can watch and see what your past clients think of you. 

To help you decide which format is better, here are examples of two websites that do a great job of including testimonials on their sites. 

H Clinical is a company that facilitates in-home visits for clinical trials. On their page for clinical trial infrastructure services, they’ve included a written testimonial from a previous client. The client — who is a project manager at a mid-size contract research organization — mentions how they were able to reduce costs and avoid delays with H Clinical’s depots and local supplies.

They also complimented the support from the company’s staff and praised them for the timely responses they were able to provide. It might look like it’s just a simple testimonial, but it can make a world of difference to a prospective client who is trying to decide whether or not to contact H Clinical for their services.

Duct Tape Marketing is a digital marketing agency for small businesses. As part of their services, they offer a certified marketing manager program where companies can get marketing training for their teams

And, on the service page for this program, they’ve included testimonials from past clients who attended the training. Their clients speak very highly of the program and give glowing recommendations that can positively influence the decision of any prospective client who might want to attend this training. 

If you also want to emulate this technique of displaying reviews on your website, make sure that you include the name, company, and headshots of your previous clients, as this goes a long way in giving your reviews more credibility. 


To recap, we’ve provided five expert tips that you can use in writing excellent service page copy that will help you attract more prospects and increase sales.

Some of the tips we’ve outlined include conducting keyword research, incorporating strong calls-to-action, and highlighting the benefits of your products and services. Implement these tricks and it won’t be long before you start to see more conversions. 

Author bio & headshot:

Adam Steele is the COO at Loganix, an SEO fulfillment partner for agencies and marketers. We build easy-to-use SEO services that help businesses scale. If you liked this article, please check out our SEO guides and templates on the Loganix blog.