Download a free workbook to help you design your site with confidence.
The email you entered is invalid.
Thank you for subscribing.
By entering your email, you indicate that you have read and understood our Privacy Policy and agree to receive marketing from Squarespace.
A strong services page transforms your website into a client-generating tool rather than just a digital brochure. For consultants, small businesses, and other service providers, this page often determines whether potential clients hire you or move on.
Your services page should answer crucial questions and build trust with potential clients before they ever reach out. Let's explore why this page matters, how to plan it effectively, and the best practices you can use to convert visitors into paying clients.
Why your services page matters
Your services page shows visitors that you offer what they need while serving as your online sales pitch. It plays a key role on your website: addressing common questions and objections before they become barriers to conversion.
A well-designed services page:
Clearly communicates what you offer
Builds trust through transparency
Addresses client questions and concerns
Guides visitors toward taking action
Attracts the right clients by setting expectations
When designed thoughtfully, your services page educates and persuades visitors—turning them into paying clients who understand your value.
Creating a strategy for your services page
Take time to plan your services page strategy rather than jumping straight into design. Thinking these through upfront will save you time during the actual design process. Consider these points when developing your approach.
Define your goal. Decide what specific action you want visitors to take. Do you want them to schedule a consultation, fill out a contact form, or purchase a service package online? Your entire page should guide visitors toward this clearly defined goal.
Know your audience. Put yourself in your ideal client's shoes and consider what problems they're trying to solve. What questions might they have about hiring you? Understanding your audience's needs allows you to create page content that speaks directly to them and their specific pain points.
Make it easy to find. Put your services page in your main navigation menu. On your homepage, highlight your services in a page section with a button linking to the full page.
Optimize for search engines. Use keywords your ideal clients search for in your page titles and throughout your descriptions. Style your main headline as an H1 and use H2/H3 styling for subheadings for better scanning. Consider creating separate pages for specific services to rank better for niche terms, and link to your services page from other pages to boost its visibility.
Gather your content assets. Collect the materials you'll need for your page, including testimonials, work examples, credentials, and pricing information. Having these assets prepared before you begin makes the page-building process smoother.
Outline the page. Sketch out a basic outline of your services page before building it. List the major sections and key points to cover in each, ensuring a logical flow and helping you remember important details.
9 essential elements of an effective services page
Your services page needs several key elements to convert visitors into clients. Include these components for maximum impact.
1. Compelling headline and pitch
Create headlines that immediately show visitors they're in the right place while sparking their interest in what you offer. Your headline should clearly state what you do without relying on vague slogans that might confuse potential clients.
Try the “stranger on a plane” test: If someone next to you on a flight asks what you do and you respond with your headline, will they understand immediately? For example, "Personalized Nutrition Coaching for New Moms" works much better than "Empowering Wellness Journeys," because it's direct, clear, and instantly communicates your service.
Follow your headline with a brief pitch that explains who you help and how you help them: "I offer 1:1 nutrition coaching to help new mothers regain energy, lose baby weight, and develop healthy eating habits that fit their busy schedules."
2. Service offerings
List each service with benefit-focused descriptions that help visitors understand the value they'll receive. Rather than simply writing "Website Audit," try "Website Audit—a comprehensive review to improve your site's performance and conversion rate."
For each service, explain what's included and how it directly solves the client's problem. Connect features to benefits by showing why each element matters: "Includes a personalized strategy session so you walk away with a clear 90-day action plan." This approach helps clients visualize the tangible outcomes of working with you.
Use short, focused paragraphs and bulleted lists to improve readability. For multi-step services, consider showing a timeline or process steps to help clients understand what to expect when they work with you.
3. Benefits and value
Show why your service matters by answering the crucial question: What's in it for your client? Consider adding a short bulleted list titled "What You'll Gain" that highlights three to five key benefits clients will get from working with you.
Remember to focus on outcomes rather than features. The real benefit isn't a "five-page website" but rather "a website that attracts your ideal customers and generates leads 24/7." Clients ultimately care about results and transformation, not the technical specifications of what you deliver. When you sell the outcome instead of the features, you’ll connect with what truly motivates your prospects to take action.
4. Images and videos
Include relevant images or videos to enhance your services page. People's attention is naturally drawn to visuals, and original content can make your page more engaging and memorable.
For example, if you're a photographer or designer, include striking examples of your work that showcase your skills. If you're a consultant or coach, show photos of you working with clients or speaking at events to build credibility and help potential clients visualize working with you. Avoid generic stock photos whenever possible, and if you must use them, choose ones that genuinely illustrate your service context and feel authentic rather than staged.
5. Social proof
Include testimonials, reviews, and other trust signals on your Services page to build credibility that convinces visitors to become clients. Position these elements strategically throughout your page. For example, right after describing service benefits, include a quote that highlights a specific result or positive experience. When possible, get permission to use the customer's name and photo.
Add other trust indicators that reinforce your expertise and reliability. Display logos of businesses you've worked with, badges of certifications or awards you've earned, or impressive statistics such as "500+ clients served" or "Ten years of experience." These social proof elements give potential customers more confidence and remove doubt about your ability to deliver results.
6. Pricing
Address pricing on your services page. Being upfront with at least a price range or starting price can improve your conversions by weeding out clients who are out of your budget range and building trust through transparency. Norms differ by industry, so look to competitor sites to see how your peers address pricing and common ranges.
Consider adding an explanation of how you price your services with a simple line like "Packages start at $500," or a small pricing table if you offer tiers. If your pricing is custom for each client, provide some guidance with something like "Typical projects range from $1k-$3k, depending on scope." This approach gives serious prospects the information they need to make a decision while leaving flexibility for you to customize pricing to each client.
7. Call to action (CTA)
Include a clear directive that tells visitors exactly what to do next, such as "Book a Free Consultation," "Schedule a Call," or "Contact Me to Get Started." Make your CTA prominent using a contrasting button color, larger font, or section break that helps it stand out from the surrounding content.
For longer pages, include the CTA multiple times so visitors don't have to scroll all the way up or down to take action. This makes the user experience more intuitive and increases the likelihood that interested prospects will follow through on contacting you.
See more tips for drafting a compelling CTA
8. Frequently asked questions (FAQ)
Include a concise FAQ section that addresses the most common questions you get from clients. Cover important topics like policies, timelines, guarantees, and support options. This proactively removes barriers and helps visitors feel more confident about moving forward with your services.
Write clear, transparent answers that demonstrate your understanding of client concerns and hesitations. For secondary questions that are important but don't need to be immediately visible, consider using collapsible dropdowns to save space or creating a separate, longer FAQ page.
9. Contact information
Offer multiple ways to get in touch beyond a contact form. Include your preferred contact details—at least an email address, possibly a business phone number or a link to book a meeting if appropriate, or even a physical location for local services.
Place this information near your CTA or in the footer to ensure visitors can easily reach you. Making yourself accessible and available for communication adds credibility by showing potential clients that you're a real professional who's ready to engage with them.
Best practices for services page design and layout
How you arrange and present your services page’s content matters. These design and layout best practices will help you create a services page that's not only informative but also visually appealing and easy to navigate.
Use your services page as a hub. Create a main "Services" page that gives a brief overview of your offerings, with links to individual pages for each service where you can go in-depth. This approach allows interested visitors to find exactly what they need without wading through unrelated content. It's also more SEO-friendly, since each page can be optimized for specific service-related keywords.
Keep navigation simple. Feature the "Services" section prominently in your main menu. If you have separate service pages, use a drop-down menu and clear links from the overview page. Aim for visitors to reach any specific service information within one or two clicks from anywhere on your site.
Make your page clean and scannable. Use a clean layout with plenty of white space and organize content into logical sections with clear headings. Limit paragraphs to a few lines each, and use bullet points or numbered lists for information that can be presented in list format. This improves readability and helps visitors quickly find the information they need.
Create visual hierarchy. Guide visitors down the page in a logical order. Start with the most important information at the top (headline, introduction) and progress through details, ending with your CTA. Use larger font sizes or bold styling for key points. Place images strategically to direct focus.
Ensure mobile-friendly design. Test your page on mobile devices to verify text readability, proper image scaling, and tap-friendly buttons. Consider hiding non-essential elements on smaller screens and ensure important information remains prominent regardless of device.
Services page examples for inspiration
Looking at examples can help guide you when designing your own services page. Here are a few pages to inspire your own.
1. Wellness by Myhra
If you have a bigger story to tell on your services page, check out this wellness consulting website. Rather than jump straight into pricing, it demonstrates value by explaining what’s involved in each service, and then humanizes the brand by introducing the owner.
Instead of cramming information into a small area, this example shows what’s possible with generous use of white space and visuals. The layout mirrors the brand’s personality—warm, unhurried, and inviting. At the bottom of the page, you can see pricing plus a clear link to buy each service.
2. Clove Therapy
For simpler services, consider taking inspiration from this therapy services page. At a glance, you can see every service offered, paired with an illustrative icon, a compelling description, and pricing. There’s also a clear path to take action by clicking on the “Book a consultation” button just below the services.
A customer testimonial and photo at the bottom of the page helps build trust and boost the chances of conversion.
3. Salon Emmeline
If you just want to get straight to the point—and avoid making your customers scroll too much to get essential information—this hair salon services page offers a compelling example. It features clearly labeled services and pricing and an easy way to navigate between service categories. No matter where you are on the page, you can click “Book appointment” in the navigation bar to take the next step.