7 expert tips that will help you optimize your website’s service pages

Your website will be made up of a whole host of different pages, which serve different purposes. Some of the most important are your service pages, which you’ll use to provide all of the details prospective customers might need about the work you do and what you can offer them. 

In order to increase your website’s conversion rate and make more sales, you need to ensure that these webpages are properly optimized. In this article, I’m going to provide you with my expert tips that will help you to get the most out of your service pages. 

Make sure you’re targeting the most relevant keywords 

When creating your service pages, you should focus on targeting the right keywords so search engines can rank them for the right queries. Using relevant keywords will also help to maximize your website’s reach so you can attract the right people.

To identify the keywords you should be targeting on each of your service pages, you’ll need to perform keyword research. This involves choosing a specialist keyword research tool and inputting a range of words that are relevant to the services you provide. You’ll then be provided with a list of relevant phrases that you should try to weave into the copy on your service pages. Just make sure that, when you’re incorporating them into your content, everything still reads naturally. 

To get an idea of how you can effectively weave relevant keywords and phrases into your service page copy, let’s look at an example of a company that uses this tactic very well.

Betsy A. Fischer, LLC is a Louisiana family law firm, and they’ve done a fantastic job of optimizing their New Orleans divorce attorney service page. The copy on this webpage is very comprehensive and provides a lot of value for the reader. But, what we’re most interested in is the fact that it contains a lot of phrases that help the page to rank on the first page of Google for a lot of relevant queries.

In fact, according to Ahrefs’ Keywords Explorer, this particular page ranks in the top 10 Google results for relevant keywords that receive 990 searchers per month, collectively. These include “divorce lawyer New Orleans”, which receives 250 searches per month, and “divorce attorneys New Orleans”, which receives 150. It’s clear that the company has done a great job of choosing and using the right keywords to reach their ideal audience.

One thing you can take away from this example is that it’s sometimes worth putting together a lot of copy for your service pages in order to incorporate different keywords naturally. Having just a couple of lines won’t give you enough opportunities to target all of the phrases that are relevant, so it’s worth putting together something more comprehensive. 

Use strong calls-to-action to motivate your customers 

A call-to-action (CTA) is a prompt that tells website visitors what you want them to do next. CTAs are very important because they guide people who might know what they want but are unsure of where to get it on your website. Giving clear instructions can help them out and boost your ecommerce sales

To create a great CTA, you should focus on using strong verbs in your copy. Phrases like “Get it Now,” “Sign Up,” or “Subscribe Now” can push people in your desired direction.

It’s also best to ensure your CTAs stand out by highlighting them with a bright and bold color. Red, yellow, and orange tend to work particularly well for call-to-action buttons, because they’re guaranteed to grab the attention of your website visitors — especially when paired with a white background. There are a few different ways that you can remove background from image. You can use simple online tools or you can use a more advanced program like Adobe Photoshop. If you’re not sure how to do it yourself, then you can also hire a professional graphic designer to help you out.

Let’s take a look at a service page with a strong call-to-action to provide you with some inspiration for your own. 

Evernote is a tool that makes it easier for people to digitally take notes of ideas or information they don’t want to lose or forget. On their service page, they have a CTA in a green button against a white background. The color they’ve chosen is very bright and can be easily noticed by anyone who lands on their website. 

They’ve also used the copy “Sign up for free”. This includes an action word to tell people what to do next and incorporates the word “free” to let visitors know they can sign up without making a financial commitment. You can replicate this on your own service pages by making sure to use an eye-catching color for your CTA, as well as crafting copy that will make it hard for people to resist click through to the next stage. 

Highlight positive reviews from happy customers 

People value word-of-mouth recommendations over any other type of marketing, and you can give a sense of this by highlighting positive customer reviews on your service pages.

To collect reviews from previous customers, you can send a follow-up email after they make a purchase. Alternatively, you could send out customer feedback surveys on a regular basis to get an in-depth idea of how people have found their experience of shopping or working with you.

You can also make things easier for customers by sending them an email that includes a link to online review sites like Yelp, Trustpilot, and Google My Business (GMB) so they can leave reviews of your company’s services.

When you’ve collected these reviews, you’ll need to decide how to display them on your service pages. For example, if you have quite a few, they could work well in a carousel. Or, if you’ve been given longer testimonials, you could simply add one review to each service page and direct prospective customers to where they can find more. Adding a headshot to your customer reviews can also be a good idea, as it will humanize and legitimize them. 

Make it easy for people to take the next step 

When people land on your service page, you want to make it as easy as possible for them to take the next step, as this will increase your chances of making a sale. You can make it simple for people to find more information or move forward in the buying journey by giving a clear CTA, providing a sophisticated search feature, or making it easy for people to get in touch. 

Here, I’ll provide you with some inspiration by showing you examples of how a couple of companies have approached this differently. The right approach will depend on the type of business you run. 

First up, let’s take a look at My Visa Source, which is an immigration law firm based in Canada. On their service page for their Vancouver office, they provide people with a range of options, depending on what they want to do next.

At the very top of their page, there’s a banner encouraging website visitors to “learn more” about the company’s COVID-19 immigration assistance plan they have in place. The pandemic has had a huge impact on immigration cases, as a lot of travel has been banned for the last year. So, it’s likely someone looking for the company’s support will be interested in this information.

There’s also a “get started” button for people who already know what they want to do next, and a contact form for people who would like to speak directly to a company representative. The great thing about this form is it lets customers select specific information like their country of residence, present situation, or the particular type of immigration pathway they are aiming for. This speeds up the process and makes it even easier for visitors to take the next step. 

One thing you should take away from this example is that there might not be one direction you can point everyone in — people might land on your service page for different reasons, or at different stages of their journey. So, consider everyone when deciding how to help people take the next step with you. 

Another great example comes from iCASH, a financial lending company. On their online payday loans service page, they’ve created an interactive tool that helps to move people through their sales funnel. 

The tool lets customers specify the amount they wish to borrow and the number of repayments they would like to make. This technique is great for helping customers to feel in control, and also allows them to make a very informed decision about whether your services are right for them. Plus, anyone who uses this tool will be far more likely to enlist the company’s help, because they’ll feel like they already have a connection with the business. 

Could you add an interactive element to your service pages in an effort to help people take the next step? You could create a sophisticated search tool, a calculator, or make a quiz to help someone ensure that your services are going to be right for them.

Signpost your contact options very clearly 

If prospective customers have a question or concern, they’ll want to get in touch with you. And, if they find it difficult to do this, they’re likely to leave without making a purchase.

That’s why one of the key tips for small businesses is to provide several contact options for your prospective and existing customers. Phone, email, and a live chat feature are all great options, and make sure you signpost them clearly on your website.

To ensure people are always aware of your contact options when they land on your service page, make sure you use a CTA button that is brightly colored and that stands out from other elements on the page. 

Here’s an example from BrightLocal, a digital marketing agency. On their service page for training other marketing agencies, they’ve made sure to signpost their contact options very effectively. For this, they’ve used a CTA button that reads “talk to us”, which leads to a page where customers can schedule consultations with the company. 

They also have a support feature that allows people to fill a contact form and get in touch with a company representative. They’ve used a different color to differentiate the contact options in both instances, thus making it easy for customers to spot them. It’s a great way of drawing attention to the contact options, and it’s something you can easily replicate on your own service pages. 

Use imagery that shows what your business is all about 

Strong visuals are important for grabbing people’s attention and showing them what your business is all about. You can use imagery to put a face to your business, show people what it’s like to work with you, or show your brand’s personality. Original imagery can also help you make more sales.

When choosing the visuals for your service pages, you need to think about what your customers will be looking for. For instance, if you have a product-based company, your customers might want to see your products being used by people who look just like them. Or, if you provide complex services, you might wish to create infographics that show what your processes look like. Alternatively, it can be very helpful to use imagery that humanizes your business.

Guardian Home Care is a company that’s chosen to take this approach, which works well for the types of services they provide.

The company is a Toronto-based nursing agency and, on their service page, they’ve used an image of a nurse taking care of an elderly woman. Trusting a company with your own wellbeing, or that of a loved one, can be quite stressful, but this photo shows that prospective clients have nothing to worry about — Guardian Home Care are here to provide the support they need. It makes it very clear that patients are always treated with love and respect. 

Think about how you could use your service pages to earn your customers’ trust using imagery. Show them what you’re all about, and make it clear you have your customers’ interests at heart — it’s sure to earn you a lot of sales. 

Shout about the benefits of your services (not just the features)

While you might be passionate about all of the features of your services, your customers will be more interested in how they’re going to benefit from them. So, it’s a good idea to focus on this in your copy, at least above the fold. 

To effectively highlight the benefits of your services, think about what kind of problems you are helping customers to solve. When you’ve done that, try to craft clear but concise copy that communicates this effectively. 

You might even have to narrow down which benefits you highlight at first. Do your services help customers to save time, money, or energy? Identify what is going to be most important to your target customers and run with it.

CoreCommerce does a fantastic job of highlighting its products’ benefits on its shopping cart service page. They know that their clients are focusing on growing their businesses, but that they’re short on time. So, they’ve highlighted that this tool can help them to develop their online stores further, and it will only take a few minutes. 

Let’s also not forget the copy below the headline that lets people know that theirs is an easy-to-use platform that doesn’t need any prior technical knowledge. All these benefits do a great job of convincing prospective customers to give this product a go, and they haven’t even read about the specific features yet. 

There’s no reason why you can’t use a similar tactic on your website. Just make sure you identify the major issues your product will be solving for customers and then highlight them on your service page. 


Optimizing your website’s service pages doesn’t have to be a herculean task. By following these simple tips, you could see some fantastic results. 

Start with one page, and it won’t be long before you’ve given them all an overhaul.

Author bio & headshot:

Alex Ratynski is a Content Strategist at Loganix, an SEO fulfillment partner that works with agencies and marketers. The company focuses on helping businesses to improve their online visibility, so they can grow and reach their goals. If you enjoyed this article, visit the Loganix blog for more expert advice. 

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