You need more than a few flashy adjectives if you hope to stand out from all the “top quality” and “number one” companies out there.
Your services page is where people go when they like your homepage – but they need to know exactly why they should give a 💸 (flying buck) about what you do for them.
So, what makes your services page not like the others?
Exactly. It’s not easy to summarize what you do in a persuasive and informative way.
But by the end of this article, you’ll have a better idea of how to do it.
Want to head straight to the best website services pages for inspiration? This quick link will lead you there.
But psst: the chorus doesn’t slap as hard if you skip the build-up.
A services page is the section or page on your site that explains exactly what you do – individual services or programs, how they work, why they’re helpful, and who they’re for.
That’s the obvious part, anyway. And to help your website’s SEO, your services page will include those essential search phrases people will use to find you:
E.g., “Accountants in [location]”, “Affordable [location] business consultants”.
But here’s the thing most people forget:
Your services page is there for you to clearly distinguish yourself from your competitors.
Let’s talk about what that means and why it matters.
It’s not enough to say: “we do accounting,” or even “we’re the best accountants with years of experience under our belt” – although the latter is slightly better.
The problem remains: every other firm out there says the same thing and does the same job.
It’s not doing your visitors any favors if you blend right in because they don’t know how to choose.
Beyond stating what you do, your services page is there to hook your visitors by explaining what about you is different – and potentially worthwhile to them.
Finding your unique value proposition requires some reflection.
You need to find what makes you different, own it, and make it a prominent part of your services page.
Because that’s where people will click when they want that question answered, so you can use the opportunity to convert them on the spot.
So, you have your web design best practices for services pages to make the user experience flawless, and then you have the “secret sauce” that makes your business unique.
You must keep both aspects in mind if you want to stand out. Here are some ways to do that.
Talk about benefits, not just features.
“Benefits” or “results” still need to be specific, measurable, and relevant to the target audience.
It can’t be just a random feel-good statement – those may sound impactful to you, but if they can be interpreted in more than one way, your readers will be frustrated and confused.
This also doesn’t mean you shouldn’t specify any details – do mention HIPAA compliance and other key pieces of information that tell your visitors you’re legit.
So let’s sum it up.
Luckily, your previous customers can help you get it right.
Convincing copy is important, and we’ll talk about it in a second.
But right now, we want you to think about how you’re backing your words because people will always trust reviews and statistics more than empty claims.
Testimonials give your services pages more weight and showcase the real user end of the experience to new visitors:
That’s the secret: the best website services pages don’t have to push that “we’re trustworthy” because they have other people and real numbers proving their case for them.
Like the community section on the CSI Construction website:
Potential customers won’t part ways with their hard-earned cash unless they can see how exactly it’s worth it for them.
Especially in B2B where you have multiple stakeholders to convince and higher-ups to approve the budget.
You know what’s definitely not going to work?
So what do you do?
We’ll save our breath and let Dooly give you a masterclass since they’re the perfect example of B2B copywriting done right:
Here’s why this is top-tier content:
Follow their example, and you won’t stray.
Don’t forget about the UX (user experience):
Here’s another example from Sololearn:
No matter where you scroll-land on their site, you’ll never feel like you’re starting a TV show from the 4th season: lost, confused, unengaged. Not really invested.
Which is exactly how a business website with poor UX feels to visitors who simply bounce away.
Be mindful about your services page copy; your visitors will know exactly what’s up, want to learn more, and understand how to proceed – so you won’t lose their attention.
As usual, we have a shorter and a longer version for your convenience.
Here’s the shorter one with our favorite service page examples and the key takeaways to implement on yours:
|Best website services pages||Key takeaways|
|The Humphreys Group|
And now get ready for the long version with visuals and a bit more context on why these website service page designs get top marks from us.
Full disclosure: the first and third examples in this category are from our portfolio.
Resonance Acoustics has three separate services pages you can choose from on the dropdown menu.
Their pages are simple, straightforward, and cut to the chase:
It shows you don’t have to reinvent the wheel to create a good services page.
2Novas speak the clients’ language: bank-specific, but not needlessly complicated.
They have a well-defined target audience and tailored messaging, did you notice? “Mega-banks can’t touch” = their target audience is smaller companies who could bank on different strengths.
This page has a lovely, simple design with a video in the background, and 2Novas jump at the chance to show how they’ve helped other companies.
Finally, a “how can you help me?” section follows with highlighted stats and very little text – no fluff, just bringing the point home.
All in a professional but very strategic and niche-specific tone.
The Humphreys Group shows how you can be transparent and provide all the important details without making the user experience hell or forgetting that brand touch.
We mentioned earlier that one way you could stand out might be that you offer a standard service but with a twist – and ConnectCPA mastered it.
Their USP is clear: accounting, but a fresh and modern approach fit for a growing company in 2022.
ConnectCPA engages its target audience with snappy copywriting and keywords like “good old-fashioned accounting,” “grandfather’s accounting firm,” and “cloud accounting and online bookkeeping” right at the start of this page.
It’s obviously created for modern companies that already use tools like learning management systems and customer relationship management apps.
They need their accounting integrated and up to speed with the rest of their business, and that’s ConnectCPA’s offering.
The web design isn’t remarkably sexy, but it’s memorable because it puts the right things in focus, and gives you all the information you need.
For nonprofits, we looked at “services pages” specifically, but also:
Because some nonprofits don’t exactly offer services, but all of these essentially fit the description and the intent (who do you serve and how are you different?)
Again, some of these are service page examples from our portfolio.
Want to see a calm, eye-friendly, all-around consistent website?
Alluma has the kind of services page that doesn’t overwhelm, yet provides endless possibilities to learn more via well-placed links and buttons.
With only a couple of strategic elements like high-quality photos, a map visual, and some infographics, Alluma displays its solutions in a seamless and uncomplicated way – just like its opening statement promises.
Charity: Water is fantastic at leading with facts and numbers but breaking it into digestible, bite-sized pieces.
Their site has multiple service categories that are super easy to navigate. What else? Oh, yeah:
Heifer International is a textbook example of the best practices for services pages:
Everything is one click away, so you’re never distracted from the point.
Time to use what you’ve learned and create your own page. We’ll walk you through the steps, and you’ll fill in the blanks with your own context, story, and business details.
The best website services pages have these pieces of content:
Other CTA options could lead visitors to:
Choose one that fits you best and makes sense after the information you provided – anticipating what visitors will want to do next shows that you care and aren’t just pushing for the sale.
Secondary content adds weight and credibility to your key or primary content above.
Here are a few examples:
If there’s one thing you can learn from any of the examples above, it’s that your services page doesn’t have to be a long-winded and complex maze to tell a story.
In fact, that’s exactly what it shouldn’t be.
And here’s a simple way to judge what belongs on it and what you definitely should toss in the bin:
For example, a smart infographic or animation can say the same thing you put in a 1000-word wall of text, but visitors will actually want to read it.
Just never sacrifice navigation and ease of use for the sake of aesthetics – or anything else for that matter.
Otherwise, your visitors will leave no matter how beautiful your color scheme is.
Here are some reasons why you should consider separate services pages:
On the other hand, if you only have a few services and you can easily cover all the important bits in one place, there might be no need to separate them.
One clear benefit of keeping services together is simple navigation – one click and all the information is there.
Having up-to-date information is crucial for everyone: small businesses and large organizations.
You never want to go like “we’re future-forward, and we’ll transform the way you do business” only to direct your visitors to the incorrect phone number and miss the chance to convert them.
Or frustrate them because the service you just sold them on via excellent copy actually isn’t available anymore.
It’s an easy fix: do regular check-ups.
You can use the chance to experiment with new elements in a controlled setting and test how they perform.
For example, you could try dynamic elements, dropdowns, and personal photography to highlight important bits, provide a quick overview, or link to a sub-page and make it yours.
Counter elements are a great way to show your current status quickly and visually:
As long as you only change one thing at a time and monitor your performance, you can gain great insight into what works for you and increase your conversions.
Are you ready to try it out?
Service page website design isn’t as simple as saying “high-quality services.”
Your visitors will see it and go:
“We’ve heard this tune before. So how are you different from the next high-quality services company?”
And that’s the gist of it: you need to be different.
You’ve seen some examples and guidelines to get started, but building and redesigning your website takes a lot of work and experience to get exactly right.
Some expert help can go a long way.
If you’re up for it, you can contact State Creative to discuss your website needs.
Otherwise, we suggest you read about common mistakes in web design next, so you know for sure what not to do.