An Individual Service Page Template to Make Your Services Stand Out

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.

Do you want to do your business a massive disservice? If so, throw together a handful of half-baked web pages, dust off your hands, and call it a day. Mission accomplished!

Or, would you like to help your website get found in the search results so that your business can generate more revenue? If so, you're in luck.

Skillfully crafted individual service pages are powerful digital tools that any service-based business can use. They attract the right leads and gently help those leads realize that they desperately need your offering(s).

Not only that, but thoughtfully composed service pages ensure that unqualified leads turn away before you're burdened with their time-consuming fact-finding questions.

The best part? Service pages are relatively easy to create if you have a solid template to begin with.

Here’s your playbook for crafting high-converting and SEO-friendly service pages that will bring in more of the right leads and help you bolster your bottom line.

First, though...

What is an Individual Service Page?

It’s a page dedicated to a specific individual service you offer. This isn’t to be confused with your “Services Page,” which is a summarized overview of the collective services you offer.

What You Need to Define Before You Create a Service Page

Without taking time to define the following, creating a great service page might be a struggle. Collect or brainstorm to clarify this information before you start drafting your content:

  • A clear understanding of who your target audience is.
  • An idea of the problems or struggles your audience is looking to overcome.
  • A grasp of how your service helps them solve their problems and achieve their desired outcomes.
  • A focus keyword and two to three secondary target keywords. If you aren’t familiar with keywords and how to use them, you can learn the basics of keyword research here.
  • A singular call to action (CTA) to encourage people to choose your offer. You’ll want to use the same CTA, e.g. “Book a Free Consultation,” multiple times throughout your page. Don’t forget to include action words like “book,” “click,” or “learn.”

Once you've confirmed the above details, you’re ready to create your individual service page.

The Basic Structure of a Great Individual Service Page

The structure of your service page should accomplish the following goals (in this order):

  • Capture your customer's attention.
  • Relate to your customer's pain/problems.
  • Solve their pain/problems for them.
  • Prove that your offering works.
  • Explain how your offering works.
  • Explain how much it costs.
  • Alleviate any lingering concerns and inspire action.

Scale is important. The service page for a $10/month lawn mowing service won’t need to work nearly as hard as the page for a $5,000/month graphic design service. Your page length and depth of information can be adjusted accordingly. However, no matter the length of a page, it’s still worth making sure your service page takes each of the steps above.

While this may seem like a lot of content to pack into a single page, the content can be expanded or collapsed visually, like an accordion.

An individual service page that achieves these goals might be formatted something like this:

Individual Service Page Template

Keep reading to learn how to format your individual service page based on this template.

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 more to help you effectively craft the most important pages on your site.

Service Page Templates Explained

1. Capture Your Customer’s Attention 

It’s time to grab your customer’s wandering attention. In a chaotic and noisy world, this is harder than ever.  Simply listing your service as your page title/H1 may (or may not) achieve that objective.

Not sure what an H1 is? Check this out

A compelling page title/H1 needs to do two things: 

  • Capture attention.
  • Use the page’s focus keyword to describe the service being offered. 

If you only capture attention, that’s great; one out of two isn’t bad. However, if you omit your focus keyword from your page title/H1, you aren’t meeting SEO best practices. Why not go for two out of two by adding your focus keyword to your page title/H1? 

The top of your page is also a great place to include a call to action (CTA) button. You’re probably thinking, “Nobody is going to click a call to action after reading just my page title!”

You’re mostly right. However, by having a CTA at the top of your page, you make it easy for returning visitors to select your offer during a second, third, or fourth visit to your page. It’s not a bad idea to add the button just in case. 

Consider including these useful elements in your page title/H1:

  • Focus and secondary keywords.
  • Non-stock, relatable images that pique curiosity.
  • Non-stock images that visually depict your target audience.
  • Mentions of prestigious awards or honors, e.g. “Voted Best _____ 2021.”

Now that you've captured your audience’s attention, it’s time to relate to their struggles. 

2. Relate to Your Customer’s Pain 

The best way to immediately gain a bit of your customers' trust is to let them know that you feel their pain. Use subheadings and/or intro text at the top of your page to call attention to your customer’s most frustrating struggles

Psychologically, one of the most basic human needs is to be seen and understood. When you relate to your customer’s pain, you automatically make them feel this way. You begin to build rapport, and your visitors become far more likely to take you up on your offer.  

Consider Including These Useful Elements: 

  • Focus and secondary keywords.
  • Bulleted list of issues you can address and solve.
  • Non-stock imagery of people experiencing the same pain as your customers may be. 

Now that your customers are starting to trust you, you’ll tell them how you are going to help solve their problems. 

3. Help Solve Their Problems 

After you empathize with your customer’s struggles, it’s time to introduce an alternate, better-than-ever reality. To do this, it’s best to focus on the benefits or outcomes that your audience desires — and that your service provides. 

Paint a picture of a world in which your audience’s problems have dissolved and an ideal situation has emerged, all thanks to your offering. 

The most surefire way to do this is to explain the benefits or outcomes people will experience after working with you

Consider Including These Useful Elements: 

  • Focus and secondary keywords. 
  • Icons to illustrate each benefit. 
  • Lists of specific benefits or outcomes. 

Now that your audience sees an oasis in the desert of despair, it’s time to prove that it’s not just a mirage. 

4. Prove That Your Solution Works 

If you’ve properly painted a picture of your customer’s ideal new reality, they’re likely asking themselves, “Wait, really?”

You can prove that your service does what you say it does using social proof. Here are some of the best types of social proof to add at this point:

  • Testimonials / Reviews. 
  • Business performance stats.
  • Media mentions. 
  • Case studies.
  • Client logos. 

Feel free to use a combination of the above elements. The bottom line is that you want to paint a compelling picture for people which proves that. you're not just a big talker; you also walk the walk.

Add a CTA. If you’ve done your job right thus far, some customers will already want what you are offering, so the end of this section is a great place for a CTA button or link.

In a perfect world, this call to action will be identical to the first CTA on your page, e.g. they both say, “Book Your Free Consultation,” or something similar. Avoid mixing and matching CTA wording on your page; stick with one clear directive for consistent reinforcement.  

Consider Including These Other Useful Elements: 

  • Focus and secondary keywords.
  • Video. 
  • Customer/client photos. 
  • Business credentials. 
  • Awards and honors. 

Now that you’ve proven your trustworthiness, provide your customer with a roadmap that will show them how to get from struggling to successful, and what it’s going to require from them.

5. Explain (In Detail) How it Works & How Much it Costs 

Now that you’ve overcome almost all skepticism about whether or not your service can generate real-world benefits, it’s time to explain how it works and how much it costs.  

This is a great opportunity to eliminate any lingering doubts about your service. Provide a detailed explanation of how your service works, from start to finish

One of the best ways to do this is by visually diagramming your process. If you can’t describe it graphically, try using a list format to describe a sequence of steps. Don’t forget to ditch the industry jargon, unless you are 110% sure your audience already speaks the same jargon as you. 

You’ll also want to explain the pricing for your service. If you’re worried about scaring away potential customers, don't be. A good service page should save you time and energy by weeding out unqualified customers; clear pricing information is one great way to do that. (On that note, don’t be afraid to use this section to explain who will not benefit from your service.)

Consider Including These Useful Elements: 

  • Keywords like “name of service cost” or “name of service pricing.”
  • Flow charts. 
  • Pricing tables. 

At this point, what more could your customer want? 

6. Alleviate Lingering Concerns & Inspire Action 

By now, your prospect should have everything required to make an educated decision about whether or not they should work with you. It’s time to bring it all home by alleviating any remaining concerns or objections they might have

You might want to consider adding a "Frequently Asked Questions" (FAQ) section to answer the most common questions people ask about your service. 

You can also clearly define any guarantees or warranties that you offer.

Don’t be afraid to show people that you are human by including a little “about us” section (with actual photos) explaining who you (or your team) are and what experience and expertise you bring to the table. 

Add another CTA. Now that we’re near the bottom of the page, give your audience one last opportunity to take the next step. Remember, the wording of this CTA should be the same as the previous two. 

Consider Including These Useful Elements: 

  • Certifications. 
  • Awards and honors. 
  • Additional social proof. 

Additional Individual Service Page Guidance

  • Make sure your page is easily scannable and well-structured.
  • Your copy shouldn't be about you and your service; it should be about your client, their problems, and how they can benefit from the solution you provide.
  • Your page must both look good and load quickly.

The Icing on the Cake 

If you’ve followed our advice so far, your page should be ready to convert visitors into customers; however, you can’t convert visitors into customers without having visitors in the first place. 

You’ll need to follow on-site SEO best practices and make sure that your page is fully optimized for the search engines. This article about using keywords in SEO will walk you through where to add keywords to your service page content.

Now What? 

You can use this template to determine whether your current service pages are meeting the needs of visitors and giving them everything they need to convert

If your service pages aren’t following this (or a similar) structure, then it might be time to redesign them. 

When adding new services in the future, you can use this framework to guide the content plan and format for those pages

If you do, the outcome will be more traffic and conversions. And while we can’t say that won’t generate new issues, we can be certain that those issues will be positive ones.

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 others that will help you skillfully craft the most important pages on your site.

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.
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