If your company sells services, many of the people who visit your website will likely search for a service page. This is often the last place a user visits before they buy a product, which is why it’s crucial that you design a well-constructed main service page.

The best service pages effectively convey what your company does, the types of services you offer, and how they benefit your target audience. While this might appear to be an impossible task, there’s a specific method you can use to provide your customers with the most relevant information.

The right approach can help you develop a page that will rank well on search engines and convert visitors into paying customers. This guide explains what to include on main service page SEO website.

Key Elements of an Effective Service Page

From long-form copy to appealing visuals, understanding the key elements of a service page is essential if you want to boost your conversion rates.

Long-form, Descriptive, Benefits-Focused Copy

The thing that moves visitors to purchase services the most is a detailed description of what they are. While it might be tempting to write a brief description of the service, this will result in a bare and useless page that likely doesn’t tell the visitor anything they didn’t already know.

When writing detailed service descriptions, mention the most important aspects of the service that are automatically included. Let’s say that you sell lawn care services. Describe what they entail. It’s also a good idea to go into detail about the problem you’re solving for the potential customer.

You should identify the ideal customer to make sure you can describe them in the page copy. Consider outlining the long-term advantages of your services as well. Highlight the unique qualifications of your company to give potential customers confidence that you can address their needs. You should also answer some frequently asked questions on your service page.

Testimonials or Reviews for Social Proof

Once you’ve written rich descriptions of your services, you need to prove that they work as intended. You can accomplish this goal by adding some customer reviews or testimonials to your service page. Along with written reviews, consider posting a video or two of real customers speaking about their experiences. If your company offers B2B services, you can include a list of brand names and businesses that you consider clients.

Visuals to Enhance Understanding

Service pages don’t always require visuals. However, there’s no downside to adding an embedded video, graphic, or image that can enhance the visual appeal of the page. The best images convey what your service does.

For example, a picture that shows you trimming hedges or laying down mulch can make your services more appealing to potential customers. If you offer software-oriented services, consider placing screenshots of past projects on this page.

Conversion-Friendly Design and User Experience

Your service page also needs a conversion-friendly design and user experience, which means that any elements that are cluttered or difficult to read should be avoided. There are many important design elements that you should focus on to increase readability and provide your users with seamless navigation.

Keep in mind that most users scan pages instead of reading every word. Your service page should accommodate people who want to scan to learn the most relevant information about what you offer. You can draw the user’s attention to specific elements by incorporating bulleted lists, meaningful headers, and short paragraphs into the content. Consider highlighting important text, which includes everything from keywords to CTAs.

The page must be easy to read as well. Try not to use fancy fonts. The main text should be readable and clear. You should also include some white space around your page elements. Make sure every service page on your website loads quickly. A high percentage of site visitors bounce when a page takes two to three seconds to load, which is why you should focus on performance when optimizing your website.

When designing this page, ask yourself if users will find it easy to navigate. Can visitors find your service pages with ease? You should also place some calls to action around the page to draw the attention of users while they read the content.

Clear and Compelling Calls to Action (CTAs)

As mentioned above, it’s highly recommended that you place multiple calls-to-action (CTAs) on your service page. Consider giving them larger fonts to make sure they stand out. Most CTAs should be formatted as buttons to lead visitors to a purchase page or membership area.

If you believe that the audience visiting this page is ready to purchase the service, your CTAs can lead to a checkout page. On the other hand, visitors who aren’t ready to buy should have access to CTAs that lead to free consultations or conversations with members of the sales team.

Customers who have more questions about your services should be able to speak with someone who can answer them. Every visitor who reaches your main service page should know the next action they’ll take once they leave this page. CTAs allow you to provide your audience with direction.

Optimizing Your Service Page for SEO

Your service page should also be optimized for SEO to make sure that the people who search for relevant terms on Google or Bing reach your website. Make sure your service page contains secondary keywords as well as a single focus keyword.

Use keyword research tools like Semrush and Google Keyword Planner to find relevant words and phrases that you can optimize for. You can place focus keywords in the following areas:

• Meta description
• H1 or page title
• One H2 heading
• An H3 heading
• The initial paragraph
• Your URL slug

After selecting a good focus keyword, you can begin optimizing your service page. For example, every service page should come with a few headings. HTML headings allow you to properly organize your content, guide readers to the information that interests them, and teach search engines what the page is about.

It’s also a good idea to provide potential customers with information that’s helpful but doesn’t necessarily sell your service. Adding helpful content allows you to increase the quality of your main service page, which should help it rank higher in search engine results.

When considering the quality of your page, you can enhance it with internal links that lead to relevant areas on your website. For example, let’s say that you offer a service that’s directly related to the one you’re currently writing about. You can naturally link to the other page in your content by using anchor text.

When writing the meta description for your service page, keep in mind that this content won’t significantly alter your ranking. However, it can lead more users to click on your website and reach your main service page. Google also places optimized and well-written meta descriptions into listings, which can help you gain more visibility.

There are some basic rules you need to follow when writing meta descriptions. The description should never be longer than 160 characters. If it is, some of your text will be cut off. It’s also a good idea to place a keyword at the beginning of the description. Make sure the description informs the user what the service page is about. Try to emphasize the unique selling point of your service.

Common Mistakes to Avoid

Even if you know what to do when designing your main service page, you’ll make occasional mistakes. Some of the mistakes you should do your best to avoid include keyword stuffing, overcomplicating your content, and neglecting mobile optimization.

Keyword stuffing occurs when you add too many keywords to a small amount of content. Your content should be easy to read. If there are too many keywords, it can seem clunky and unnatural. Search engines like Google regularly penalize websites that keyword stuff. You can avoid this issue by using multiple variations of your focus keyword in the content.

Every page on your website should be optimized for mobile devices. If you don’t optimize your main service page, the mobile users who attempt to access your website will likely have a bad experience.

Neglecting this form of optimization leads to high bounce rates. Some of these customers will never return, which is why you should optimize your service page before you launch it. Your design should be responsive, which means that it will adapt immediately to different screen sizes. Test the service page on a smartphone, tablet, and desktop computer to ensure the experience is consistent.

You should also avoid creating a complicated service page. Try to keep it simple. When a user reaches your service page, they should be able to effectively read the content and act on it without delay. If you include lengthy descriptions or technical language on your service page, you might not keep visitors engaged long enough to increase your sales. Separate your content into readable sections that include short paragraphs and bullet points.

Conclusion

Creating and maintaining a strong service page allows you to speak directly to your audience and explain how they will benefit from requesting a free consultation or scheduling the service in question. This page should be well-written, visually appealing, and simple. An effective service page can help you keep your customers engaged and earn more sales. Implement the strategies in this guide for better SEO results.