But here’s the problem: most service pages don’t do their job properly. A great service page should clearly communicate what you do and make potential clients say yes—but getting the words right can feel impossible.
You know your service is great, but when it comes to writing about it? Cue the overwhelm.
If you deliver an awesome service but struggle to communicate its value to new prospects, this free service page website copy template will help you structure your message. Meaning when the right people find your website, they know you’re the right choice for them.
Keep reading for some website copy best practices, common service page website copy mistakes to avoid, and things to know before you start writing.
Or, if you’re ready to get cracking, hit the download button below for your free service page website copy template.
Getting your service page website copy right
Your service page is one of the most important tools for turning visitors into paying clients. It’s where people come to understand what you do, how you can help them, and why they should choose you over someone else.
A well-structured service page guides visitors effortlessly from interest to action. When done right, it:
✅ Clarifies what you offer and who it’s for
✅ Highlights your unique selling points
✅ Shows potential clients why they should trust you
✅ Encourages them to take the next step with a strong CTA
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5 common service page website copy mistakes (and how to resolve them)
Many business owners make these common mistakes with their service pages:
1. Being too vague
If your page doesn’t clearly explain what you offer, potential clients will be left confused.
Solution: Be specific about your offer – who it’s for, what it is, and why they should care.
2. Making it all about you
Clients don’t care about your entire backstory—they want to know how you can help them.
Solution: Flip the focus—use “you” more than “I” or “we” to make it about the reader.
3. No clear next step
If visitors don’t know what to do next (book a call, request a quote, etc.), they won’t take action.
Solution: Add regular CTAs throughout your service page, telling people what to do to move forward.
4. Confusing information
If your structure isn’t easy to scan and people can’t find what they’re looking for quickly, they’ll give up.
Solution: Use regular headings, bullet points, and visual formatting to your advantage to make the message easier to scan.
5. Only discussing features, not benefits
Listing what’s included is helpful, but it doesn’t show potential clients why it matters.
Solution: You need the transformation you provide clients to be clear from the get-go. Don’t just mention what’s included—explain how you help clients achieve their goals.
Tired of struggling with your service page? Download the free template now to avoid these common mistakes and take the guesswork out of writing service page copy that converts.
How to write awesome service page website copy
Good website copy is about getting your point across to the right people in the right way.
If your website visitors feel confused, overwhelmed, or unsure of what to do next, they’ll simply leave. That’s why clarity, connection, and structure matter just as much as the words you use.
To make sure your website copy is working for you (not against you), here are some key principles to keep in mind:
Imagine writing to one person
When you’re writing to everyone, you’re writing to no one. Have your ideal client in your head the whole time you’re writing. Ask yourself if they would care about what you’re saying.
The ‘so what?’ test is great for this one. Ask yourself, will your ideal prospects be thinking, ‘So what?’ to your information? If so, it’s not relevant.
Stop weeing on everyone
Use ‘you’ more than ‘I’ or ‘we’. It addresses the reader and makes them feel seen. Helps with point number 1. This also makes ‘selling yourself’ feel less awkward, as you’re flipping the focus to what the reader will get, not you.
Stick to one key point throughout
Don’t overcomplicate each social media post, blog post, or website page by sticking to one main point. Like any great film, too many stories at once confuses the message.
Avoid overcomplicated language
Unless your reader will understand the jargon phrases, cut it out! Explain things simply – people don’t have much time. No one ever complained about making their life easier! The words you use always need to be relatable to your audience.
Make the format easy to digest
Copywriting is visual, too. Use bullet-pointed lists, headers, spaces, buttons, emojis, and line breaks to format your writing. Don’t put too much text in one paragraph. Shorten sentences.
Include calls to action (CTA)
Adding regular CTAs throughout your service page copy is essential. What do you want people to do next? Guide people to get in touch, buy, or take the desired action. If you don’t tell them, they won’t know!
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What’s inside the free service page website copy template?
Inside the template, you’ll get everything you need to write a high-converting service page—without second-guessing yourself.
Here’s what’s included:
- Step-by-step instructions – Simple guidance on how to use the template effectively.
- ‘Pick n mix’ style sections – Choose only the sections that work for your business.
- H1, H2, and H3 suggestions – A clear, well-structured outline for your page.
- Prompts for what to say (and where!) – Easily address pain points, benefits, and FAQs.
- Keyword placement suggestions – Ensure your page is SEO-friendly without sounding forced.
- CTA and internal link recommendations – Guide visitors toward the next step effortlessly.
- Social proof prompts – Strategic placements for testimonials to build trust and credibility.
How to use the service page template for better website copy
The service page website copy template is easy to use. It’s been created so you can pick the sections that work for you and fill in the blanks.
Before you use this template and write great service page copy, you need to first know these key things:
- Your service page goals – what do you want users to do? Align your calls-to-action (CTAs) with your goals.
- Your key messaging points – what do you do, who for, and why? Be clear about the transformation you achieve for customers and why they should care.
- The tone of voice you want to convey – how do you want to sound and what personality traits do you want to portray? Adapt the template to suit.
Get a more detailed list of things you should know before you start writing copy in my blog post here.
Ready to write service page copy that converts ideal clients?
Grab your free service page website copy template now and make your service stand out for all the right reasons, without the stress of what to say. Simply sign up and get access to the template in minutes.
If you’d like personalised support with writing your service page copy, get in touch. I offer a range of copywriting services – from done-for-you to done-with-you – so you can nail your message and grow your business.