7 Ways to Ensure Your Website’s Service Pages Convert


Your website’s service pages are one of the most important aspects of your eCommerce site.

Not only are your service pages where potential customers can find out more about your business and your product offerings, but it’s a place to encourage the leads you’ve generated to contact you to learn more or make a purchase. So, it’s important to optimize these pages to help ensure they lead to conversions! 

In this article, I’m going to outline some of the best ways to make sure that your service pages lead to sales.

Always include a strong call-to-action

To start, your service page should have a strong call-to-action, or CTA. 

A CTA tells the reader what you want them to do next. Sometimes, people just need to be told what to do before they make a purchase or sign up for a service. Simple examples of CTAs include: 

  • “Sign up” 
  • “Try for free”  
  • “Buy now”

They should be succinct and have strong, clear verbs that tell the reader what they should do next. For instance, “enter” and “submit” are a bit mechanical. Infuse your brand voice into your CTAs to help get people interested in clicking. 

Make sure your CTA stands out, too; you can achieve this with the help of different fonts, colors, or button sizes. Finally, it’s a good idea to keep your CTA above the fold. You want to be sure that anyone who clicks on your page can see it without having to scroll too much.

Take a look at how Looka, an online logo maker, has used a strong CTA. It’s front-and-center on their service page and stands out very well. The purple button is attention-grabbing and makes it very clear where the viewer can get started. “Let’s make a logo!” is an exciting CTA that’s in line with their playful and casual brand voice that encourages the reader to click and get started. 

Ahrefs’ site audit service page has a great example of a simple CTA, too. The orange button contrasts very well against the blue background and the main CTA itself is simple: “Start trial” But, here, the supporting copy is what makes the CTA shine. It’s clear from reading that Ahrefs wants to help make you better and stop guessing when it comes to improvements. It might be simple, but it’s also convincing.

Shout about your achievements

You know you’re good at what you do and your prospective customers should, too! If you can prove this to them, they’ll be much more likely to want to spend money with you. Shout about your achievements! You can do this by outlining your credentials, showing off customer testimonials, or highlighting the results your customers have gotten.

Florin Roebig, an attorney firm based out of Florida, shows its value by showing off some customer testimonials. For example, their motorcycle accident attorney service page highlights a five-star review from a satisfied client. It’s towards the middle of the page and stands out well; it’s very clear to the reader that they achieve results. Additionally, there is a clear CTA button directly below the review. This is a much more effective strategy to get calls and appointments than using a CTA button on its own!

Or take a look at how HelloFresh, a meal subscription kit, showcases their accomplishments through customer reviews. According to these reviews, customers who signed up for HelloFresh saved money, learned new cooking techniques, cut back on food waste, and tried new types of recipes and ingredients. HelloFresh makes it clear that they’re proud of their accomplishments, and you can take their happy users’ word for it.

Use images that humanize your business

If you can put faces to your business, this will help prospective customers feel more connected to it; building on this connection can help lead to conversions.

On your service pages, show images of people using your services or products. Even stock photos showcasing the type of customer you cater to (the elderly or children, for example) can help humanize your business and lead to more sales.

Take a look at how Guardian Home Care Toronto does this on their elder care service page. Their header images show a helpful nurse and an elderly woman; this shows that they’re personable and trustworthy in their care. This is especially important for a care service, as their customers will like to see the faces behind the business since they are entrusting their loved ones with their care.

Similarly, With Grace and Gold, a brand and web design agency puts a face to their business with a video on their service page. The header video shows their employees working with various clients and putting together websites. Not only is this a unique, behind-the-scenes look at their business, but it puts a face to the name and helps build an initial impression with viewers before they make a call.

Help clients to imagine themselves using your service

If you can help your clients imagine themselves using your service, they’ll be much more likely to spend money with you. You can do this with the right imagery, by providing them with videos that show how your services work, or by giving them a free trial!

Take a look at how Service Provider Pro does this on the web page for their productized service automation. They outline a step-by-step process that not only shows how the program works but helps people imagine how their service would be incorporated into their company. Additionally, there’s a “free trial” button at the top of the page, which people can use to get a real taste of the service.

Venngage, an online infographics maker, is also able to help their customers imagine what it’s like to use their service. As they outline the various benefits and uses of their infographic maker, they show their product in action. This makes it clear that their product is easy to use and encourages people to buy.

JitBit does something very similar using GIFs that actually show what it’s like to use the different features of its help desk software. When people are looking to invest in a piece of software to make their lives easier, they’ll really want to know what using it is going to look and feel like on a daily basis. This demonstrates that perfectly.

Using images, GIFS, or videos to show the finer details of how your services work will really help people to make the best purchasing decisions for them. And it’s bound to lead to a lot more sales. 

Ensure your copy is as engaging as possible

Keep in mind that the copy on your service pages can make or break a sale; you need to get it right! Your copywriting should be engaging, relevant, and reflective of your brand voice.

Take a look at how Hootsuite, a social media management program, engages their viewers with their copy. In a single short line, you understand the appeal of their product. “See value from social sooner” enforces the idea that Hootsuite expedites the process of building your social media success.

Movement Strategy, a digital marketing agency, has a bit of clever copy on their service page, as well. “Show up, show off and take home best in show” is a fun example of wordplay that tells readers Movement Strategy is willing to put in great work to get great results for their clients. Their unique brand voice is what will help get them to get more sales.

Make sure your service pages provide a positive user experience

Did you know that users only spend an average of 15 seconds on a website? You have to ensure your eCommerce website offers a positive user experience so they stick around long enough to make a purchase. Furthermore, a user’s dwell time (how long they stay on your website) impacts your SEO. If a user clicks on your website, finds it’s slow loading or unhelpful, and leaves, Google will take this as an indicator to dock your rankings in the search results.

You can start by digging into your code to help reduce loading speed. Removing unnecessary characters (commas, hyphens, extra spaces) and reducing file and image size are great places to start! Otherwise, make sure your service pages are clear, easy-to-read, and provide all the necessary information. Additionally, make sure safe website protection and that your website is optimized for all types of devices, including mobile devices, desktop devices, iOS, and Android.  

Make it as easy as possible for prospective customers to contact you

If prospective customers have a question or concern about your product or service, they’ll likely want to get in touch with your customer service team before spending money with you. If this is difficult to do, they might change their mind about making a purchase. 

Be sure to give several contact options to help ensure you can reach a variety of customer types. For instance, some customers prefer to get in touch via email or phone, while others will be more inclined to get in contact with you over social media DMs or live messaging. Make sure your customer service team is equipped to answer their questions!

For inspiration, take a look at the managed IT services page of Manhattan TechSupport.com. As you can see, they provided so many ways for prospective customers to get in touch, directly from their service page. There are different phone numbers people can call depending on their needs, a chat option for people who need a quick answer, and social media buttons people can use if they would like to get in touch via Twitter or Facebook. This is an approach almost any business can take — don’t make people search for a way to get in touch. It should be incredibly easy for them to ask a question or voice a concern. 

It could also be helpful to include an FAQ page with answers to inquiries that your team frequently gets. Your customers will feel heard and, if their questions are answered adequately, they’ll be ready to make a purchase.

Business Education
Written by Aaron Haynes

Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. Loganix helps businesses to improve their online visibility and ultimately make more sales.

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