What to Put on Your Services Page So People Know Whether You’re Right for Them

What to Put on Your Services Page So People Know Whether You’re Right for Them

When you know your business inside and out, it’s surprisingly easy to forget what other people don’t know about it. You know what your services include. You know who you work best with. You know what happens after someone inquires and which questions you’ll walk them through along the way.

But someone landing on your website for the first time? They haven’t had that conversation with you yet.

They might have found you through a friend, a Google search, or an Instagram post they saved three weeks ago and finally remembered to come back to. They’re bringing their own questions, expectations, and probably a few tabs full of other options.

Your services page needs to give them enough context to figure out whether it makes sense to keep going. And that’s where things can get a little tricky.

Because you can have a BEAUTIFULLY designed page, a clever name for your signature offer, and a paragraph about how passionate you are about your work— and still leave someone wondering what you actually do. So, what should your services page include? Here’s what I’d pay attention to...

Start with what you do and who you do it for

Before someone can get excited about working with you, they need to understand what they’re looking at. “Capturing life’s beautiful moments” sounds whimsical and fairytale-esque. But are we talking about weddings? Newborns? Family portraits? Your dog’s first birthday? Honestly, I have questions. 😂

“Relaxed, in-home newborn photography for Asheville families” gives someone a much clearer starting point. Now they know the service, the setting, and whether the location fits. You still have room to talk about the little details you love documenting and what makes your approach feel different. Those things have more meaning once someone understands the basics.

The same goes for package names. You can absolutely call your offer “The Signature Experience.” Just explain what that experience actually is.

Your opening heading and introduction should help the right person recognize themselves and what they need.

Explain why the service matters to the person hiring you

Once someone understands what you offer, help them connect it to their own life or business.

A contractor might describe a kitchen renovation in terms of cabinetry, countertops, flooring, and lighting. All useful information... But the homeowner might be thinking about the cabinet they have to empty just to find a mixing bowl. Or the fact that two people can barely move around the kitchen at the same time. Or how everyone ends up standing in the doorway when they have family over.

Those details help explain why the project matters.

Think about what your clients are hoping will feel easier, work better, or finally get taken care of. Then connect your service to those things in language they’d actually use. Keep it honest, too. You can explain what your work is designed to help with without promising a result you can’t control.

The goal is to help someone think, “YES! That’s what I’ve been trying to figure out!”

Give people enough detail to understand what they’re considering

“Every project is custom” can be true and still leave room for an actually helpful explanation. Someone doesn’t need your entire proposal before they contact you. They do need enough information to decide whether that conversation makes sense.

Depending on your service, that might include:

• What’s included.

• What’s available as an add-on.

• Any important limits or exclusions.

• Where you work or whether the service is virtual.

• The typical timeline or commitment.

• Pricing, a starting investment, or how you put together a quote.

For a photographer, that could mean session length, location options, and how the finished images are delivered. For a consultant, it might mean the number of sessions, what happens between them, and what the client walks away with.

And yes, pricing deserves some thought here too. A fixed price won’t fit every business. But even if you quote each project individually, you can explain what affects the investment and when someone will receive a proposal. If you share a starting price or range, give it enough context to be useful!

“Custom” shouldn’t mean someone has to inquire just to understand the basics.

Show what working together actually looks like

You’ve probably done your process enough times that it feels obvious to you. Your potential client might never have hired someone for this before. They might wonder whether they need to prepare anything, how much time they’ll need to set aside, or whether they’re supposed to have all the answers before they reach out.

A simple process section can answer a LOT of that.

For a coach or a consultant, it could explain the initial conversation, what the client shares beforehand, how the working sessions happen, and what recommendations or support follow.

Focus on what the client experiences at each stage. “Discovery” sounds familiar if you work in a field that uses that word all day. A short explanation of what you’ll discuss makes it useful to everyone else.

You don’t need to document every email and administrative step. Just give someone a reasonable picture of how you’ll get from “I think I need help” to the work being completed.

Give people something specific to base their confidence on

This is where testimonials, project examples, case studies, and relevant experience can help support what you’ve explained. Think about what each piece of proof actually tells someone. A testimonial that says you’re “amazing to work with” is kind. One that explains how you kept a client informed, helped them make a difficult decision, or handled a complicated project gives a potential client more to work with.

Placement matters, too. If you’re explaining your process, a testimonial about communication makes sense nearby. If you’re describing a particular service, show an example of that kind of work and give a little context about what the client needed.

You can also share relevant qualifications or experience, especially when those details help someone evaluate whether you’re equipped for their situation. And if you’re newer and don’t have a huge portfolio yet, work with what you can honestly show. Clearly labeled sample work, your approach, and relevant experience can still give people useful information.

Answer the questions people hesitate to ask

Your inbox is a great place to look for FAQ ideas. What do people ask before booking? What do you regularly explain on calls? Where do they seem unsure or hesitant about whether they’re ready? Depending on your business, those questions might be things like...

• How far in advance should I reach out?

• What do I need to have ready?

• Do you offer payment plans?

• Do you travel outside your usual service area?

• Can I contact you if I’m still figuring out what I need?

You don’t need a giant FAQ section covering every possible situation. Start with the questions that help someone make a decision or feel more comfortable taking the next step. If you keep answering the same question privately, it’s definitely worth considering whether that answer belongs on the page. And if it’s something essential, like what the service includes, give it a clear place in the main content instead of leaving someone to hunt for it in an FAQ.

Tell people what to do next—and what happens after that

By this point, someone might be thinking, “Okay, this sounds like what I need.” Make it easy to act on that. Your next step could be requesting an estimate, checking availability, booking a consultation, or completing an inquiry form. Choose the action that fits how your business works and name it clearly.

Then explain what follows.

Will you email them to learn more? Will they choose a time to talk? Should they expect to share a few details about their project first? For example, a photographer could explain that someone submits their preferred date and session type, then receives an email with availability and booking details.

That little bit of context helps people understand what they’re signing up for. It also gives you a chance to set realistic expectations from the beginning.

Give your services page a fresh read

Open your services page and try reading it as someone who has NEVER heard of your business. Could they explain what you offer? Could they recognize whether it fits their situation? Would they know what working together involves and how to take the next step? Pay attention to the places where you mentally fill in information that isn’t actually written there.

That’s usually where I’d start.

You don’t have to tackle everything at once. Clarify the introduction. Explain the part of your process people ask about. Add the detail you keep having to share in follow-up emails. Those are practical places to begin making your page more useful.

If you’re ready to work on your website copy, grab my free DIY Website Copy Blueprint as your next step.

And if you’d like help bringing your content, design, and the overall website experience together, I’d love to hear about your business and what you’re working toward.