How to write a “Services” page that brings in enquiries

The services page is where people decide whether you’re right for them. Often, though, what’s there is a list like “Professional service. Quality. Reliability.” Everyone writes the same thing, so it says nothing.

Start with the customer’s problem

A person isn’t looking for “waterproofing”. They’re looking to stop the ceiling leaking. Start with that: “Is your roof leaking? We come for a site visit and tell you exactly what needs to be done.”

Think about the sentence your customers use when they phone you. That is exactly the best start for the text:

• “My car vibrates when I brake.” → “Vibrations when braking? We check the brakes and suspension in one day.”
• “I want to whiten my teeth before a wedding.” → “Teeth whitening in 1–2 visits, with a clear price in advance.”
• “I need an accountant, I’m opening a company.” → “Opening a company? We help with the registration and handle the accounting from the first month.”

For each service, answer four questions

1. What is it? In one sentence, without professional jargon.
2. Who is it for? “For flats and houses in Plovdiv and up to 30 km from the city.”
3. What does it include? A short list: site visit, materials, waste removal.
4. How much does it cost, or what does the price depend on? Even “from €40 per sq. m, the exact price after a site visit” is better than nothing.

Add a fifth: how it works

People worry about the unknown. A short description of the steps removes the worry:

1. You call or send a photo.
2. We come for a site visit within two working days.
3. You get a written quote.
4. We start on the agreed day and clean up after ourselves.

Show, don’t promise

Instead of “we work to a high standard”, put a before-and-after photo. Instead of “we respond quickly”, write something concrete: “We reply within one working day.” One concrete sentence says more than three nice words.

Other ways to show:

• a short case study: “A house roof in Brestnik, 120 sq. m. We replaced the waterproofing in 4 days.”;
• a review from a customer who used exactly this service, next to the service itself;
• certificates or training, if they matter to the customer, for example for medical or technical services.

Answer the objections

Under each main service, put 3–4 questions customers ask before they decide:

• “How long does it take?”
• “Do I need to be at home?”
• “Is there a guarantee?”
• “Can I pay in instalments?”

These questions and answers help both Google and AI assistants understand exactly what you offer.

One page for everything or a separate one for each service?

If you have 2–3 simple services, one page with clear sections is enough. If you have several main services that people search for separately, for example “wheel straightening” and “tyre changing”, it’s better for each to have its own page. Then:

• each page can have its own title for Google and show up for its own search;
• you can write in more detail without overloading the general page;
• you can send people straight to the page they need.

One clear action on every service

Under every service there should be a button or phone number: “Ask for a price”, “Request a site visit”. Don’t make the person look for where to write to you.

Write the way you speak

Read the text aloud. If it sounds like a contract, rewrite it. Your customers are people, not a committee.

A few words you can almost always delete: “professional”, “high-quality”, “innovative”, “individual approach”, “wide range”. If the sentence makes sense without them, remove them.

An example

Before: “We offer a wide range of high-level beauty services.”

After: “Facial cleansing, 60 minutes, €45. Suitable for clogged pores and after the summer. Book by phone or through the form.”

An example of a whole service

Roof repairs in Plovdiv

Is your roof leaking or have tiles fallen off after the storm? We come for a site visit and tell you exactly what needs to be done and how much it will cost.

What it includes: site visit, replacing tiles, gutters and waterproofing, waste removal.

Price: from €25 per sq. m, the exact price after a site visit.

Timeframe: most repairs take 2–5 days.

[Request a site visit]

Frequently asked questions

How long should the text for one service be?

As long as it takes to answer the customer’s questions. For a simple service a few sentences are enough. For a complex and expensive service, a longer page with examples and questions usually sells better.

Should I write prices if every case is different?

Yes, at least approximately or “from … €”. People who see no price at all often assume it’s expensive and don’t ask.

If you need help with the texts, we write them together when we build the website. See how we work on website design.