How to Write Copy for your Services Web Page

by | Mar 1, 2021 | Content Writing, Web Design

You know that you need to have an engaging services page for your website, but you have no idea what to write.  

  • Do you write about yourself?  
  • Do you write about what you offer?  
  • Do you include pricing?   

If you Google how to write copy for websites, or copywriting tips, you’ll get so many results in a big, huge list, each with their own spin on it and some are written by copywriters for copywriters.  

Let’s get real.

You’re a business owner that wants to focus on your business and nobody knows your business like you and in the same breath, you don’t want to focus all your energy on learning the art of copywriting. 

Am I right?   

If you could snap your fingers and have your services page written, I bet you’d be happy with that.  But we don’t live in a world of magic unicorns, so what if you could use a simple formula to help you write a services page or service descriptions that focuses on your ideal customer and how you can help them solve a problem.

Would that help you?  Grab a cup of tea and let’s get into this.

Side Note:  this works whether you are selling products or services, but for simplicity, we’ll focus on services.

When you want to sell a service, the main thing that you have to know is what your target customer wants and to be in their shoes to figure that out. 

Before you choose a service to write about and even before you start writing your services webpage, you can start to brainstorm some ideas:

  • imagine the type of person that would need your services
  • identify the problem you’re solving for them
  • your ideal customers are looking for specific things on your website…do you know what they are?.
  • they want to know what’s different about your services and how your solution will benefit them

This is fine and dandy, but you can dive a little deeper.  When you’re trying to decide on what type of service to offer, it can be useful to imagine the type of person that would need it. 

Let’s pretend you’re in the beauty industry, specifically you are a business owner of a boutique spa.  Think about what kind of person you’d want to see having a treatment at your spa.  

Is she looking for more than just spending an hour having a massage?

The more problems your ideal customer has the more likely they are to be interested in your products and services. 

Having an ideal customer profile is what you’ll turn to for answers.  What’s she going through?  Well, for this example:

  • she’s a single mom of two young children that are behind home schooled
  • trying to start her own consulting business, but can’t find the time
  • she’s under a tremendous amount of stress trying to cope with everything
  • getting headaches and can’t seem to focus
  • most of her day is spend in pyjamas and she always looks like she just got out of bed  

Maybe you can help your ideal customer solve some of these problems. Maybe you can help her solve a problem that she didn’t even know she had. 

What’s one thing that would benefit her…right now?   

I think it would be spending 2 hours being taken care of like a Queen.

Let’s do a little bit more brainstorming.  Being that you’re the owner of a boutique spa, what are you services?  List them out.  What makes up your key spa package?  For our example: 

  • Himalayan salt bath session
  • meditation session in a salt cave
  • body massage
  • facial

Now picture yourself as your ideal customer.  What’s she thinking when she reads about your spa package?

  • “Sounds good, but where will I find the time?”
  • “I can’t get away from the kids”
  • “A salt cave?  Does that really work?”

Another thing to think about…what’s her situation when she’s on your website?

  • Where is she?:  she’s at the kitchen table with her laptop having a cup of tea
  • What’s she doing? searching Google for quick relaxation tips
  • What’s happening around her?  kids are napping or they’re eating lunch or they’re playing in their room
  • What’s on her mind a lot? What’s she saying?  For this example: “I can’t focus on starting my business right now, I don’t have the time or the energy.  I”ll just look at this in 6 months.”

Knowing your ideal customer means knowing the answers to these questions.  From reading these examples, you can get a better picture of your ideal customer.  Close your eyes and imagine you’re in the kitchen with her.  Try to listen to what’s going on. What’s she saying?  What’s she feeling?

  • For each of the features of the “pretend” spa package, how would it make her feel?
  • Can you add a benefit along with each feature? 
  • Can you come up with a more catchy and enticing name for the service?
  • What about addressing one of her biggest issues:  she can’t get away from the kids.  Logistics aside, could you offer her complimentary day care while she has her spa treatment? 

Take a look at how the services are massaged and re-written. (see what I did there:)

Which looks more inviting:

2 hour spa package: $199 and includes:

  • Himalayan salt bath session
  • meditation session in a salt cave
  • body massage
  • facial


The Sea Aesthetics Spa Treatment:  $299 and includes:

  • therapeutic Himalayan salt bath session to relax your muscles and helps with insomnia so you can wake up feeling fresh the next morning
  • meditation session in a calmly lit salt cave so you can detoxify your skin and clean out any allergens to help you breath easier, getting more oxygen into your body, helping to relax you even further
  • anti-stress and deep tissue body massage to ease your muscles, aches and pains from stress and sitting too long
  • deep cleansing facial to make your skin look younger
  • complimentary day care while you have your spa treatment

So which one sounds more enticing to you?

You don’t need to be a mom, or homeschool your kids, or be starting a business to figure this out.  Just take a look and see what would make her feel better?  Option 1 or option 2?

I know which one I’d choose.

In closing, know your ideal customer – refer to your ideal customer profile often.

List the details of your services and how your ideal customer feels before using your service and after.  Doing this, you’re identifying the benefits and features of your service.

What can you offer that will have you truly stand out from everyone else?

And don’t forget to add testimonials to your services page as social proof.

Remember, you’re not just helping your ideal customer with a problem.  You’re giving them an experience and a transformation.

If you’d like to share your before and after services rewrites, feel free to comment below or click the contact link in the menu and send it to me privately.  

Until next time, stay inspired.


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