How to Create an SEO Services Page That Converts

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.

Is your sales pipeline full of qualified SEO leads? If not, your SEO services page — or lack of a good one — is likely part of the issue.

An SEO services page that drives large amounts of qualified traffic is one of an SEO services provider’s most important assets. A good services page is empowering; you can speak to the clients you want to work with and grow your revenue at a rate of your choosing.

In this article, we’ll be looking at the key components of a good SEO services page — one that does the bulk of your marketing and sales work for you.

What is an SEO Services Page?

An SEO services page is the page on your website that describes your SEO services. It explains how your SEO services work and what kinds of benefits they generate. The goal of this page is to prove that people can trust you, which makes it easy for prospective clients to take action and decide to work with your agency.

Why Do You Need a Great SEO Services Page?

You need a great SEO services page because you don’t want to spend all your time on the phone or emailing for cold outreach, or for qualifying leads, or for answering questions about your SEO services.

Instead, you want a free-flowing pipeline of warm SEO leads that are ready to work with you. That’s why—like all your other services pages—your SEO services page should be working for your website and your business.

Enough of why you need a great SEO services page. Let’s take a look at how to build one.

How To Build an SEO Services Sales Page

Great SEO services pages aren’t written; they’re built. Let’s go through the page-building process step-by-step from the top of the page to the bottom. But first...

Before You Start, Define Your Audience

Before you build your page, you need to know who you’re talking to with it.

You probably don’t want to offer SEO services to international enterprise-scale clients and local non-profits at the same time. Instead, we recommend you pick a single niche that you most want to work with and speak directly to those people:

  • Your niche might be industry-based. For example construction company SEO, SEO services for SaaS companies, or SEO services for yoga studios.
  • You might decide on location-based SEO: Minneapolis SEO services, SEO in Boulder, etc.
  • You might combine the two: Minnesota Construction Company SEO or Colorado Small Business SEO services.

Make sure that you do some keyword research to confirm that people in your target industry and/or location are searching for SEO services like yours online. In a perfect world, your niche will be interested in SEO, but won’t be overwhelmingly competitive.

Once you know who your target audience is, you need to start thinking about their struggles, hopes, dreams, and most common SEO questions. Doing so will allow you to relate to them in your services page copy.

After your audience is clearly defined, it's time to structure your page.

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Step 1: Define Your Page Structure

A solid page structure provides the scaffolding for your SEO services page. It’s what all the other core elements of your page get built around. If it isn’t well defined, your page may not get the job done.

Having helped dozens of agencies build SEO services pages over the years, here’s what we know your page needs to accomplish:

      I. Capture attention and convey the benefits with a compelling headline.

      II.  Connect with your customers.

      III.  Tell them how you will solve their problems.

      IV. Prove that you can deliver results.

      V. Explain how your process works.

      VI. Explain what you offer and how much it costs.

      VII. Alleviate any remaining concerns about working with you.

Knowing what your page needs to accomplish, and in what order, will provide enough information to properly structure your services page.

Now let's go through step-by-step and talk about what page elements you'll need to achieve the various objectives outlined above.

Step 2: Come Up With a Compelling Page Title or Headline

Your page title is the first thing people see when they land on your page. It needs to:

  • Clearly tell people what you are offering.
  • Contain your page’s target keyword.
  • Compel people to keep reading by conveying the benefits your service offers.

Writing quality page titles takes some practice. Don’t be afraid to practice.

We suggest you write down 10-15 different titles that accomplish the three goals above and then pick the best one. Rarely will you end up with a great page title on your first shot. And, if you need to break it into an H1 heading followed by an H2 heading, that’s fine too. You also shouldn't be afraid to throw a bit of additional descriptive text in should it complement your headline.

Here is an example:

H1 SEO Services Page Headline

Note how this example accomplishes all three of the goals we laid out above.

Don’t be afraid to complement your page title with some beautiful design. Whether it’s a simple banner photo that conveys your industry expertise or something more complex designed by a graphic artist — what’s most important is that you grab your visitor’s attention.

You also have the option of putting a call to action (CTA) directly underneath your headline(s). This CTA will serve as a tool that returning visitors can use to quickly contact you or take the next step. However, to capture new visitors, you'll need to include additional CTAs throughout your copy.

Step 3: Connect With Your Customer

Once you have your customer’s attention, you need to begin building rapport with them. Since all humans have an innate need to feel seen and heard, one of the best ways to do this is by relating to your customer’s pain points—the problems they’re hoping to solve with your SEO services.

Use a subheading and some introductory text to begin a conversation. This introductory copy needs to:

  • Relate to the struggles and aspirations of your customers.
  • Convey that you understand the customer’s needs.
  • Include a mention of your focus keyword.
  • Identify who your customer is and is not.

Like all the other copy on this page, it also needs to be well-written. Here are some copywriting tips you don't want to overlook when crafting your copy:

  • Write all of your copy on this page in the present tense.
  • Use short sentences.
  • Write like you are speaking to a single person.
  • Focus on the person reading this copy by using more you and your, and less we and our.

Sample intro copy might look like this:

Step 4: Tell Them How you Will Solve Their Problems

After you’ve given your prospective customers the tools to self-identify as a good fit for you, tell them how you will solve their problems. Paint a picture of their future after they take you up on your offer.

Ideally, you’ll also answer the top two or three most common questions your audience has about your services. Search for your focus keyword, then look at the "People also ask…" section in the Google search results to find out what those questions might be. Then, incorporate your answers to those questions into your copy. Here's what "People Also Ask..." looks like:

Construction Company SEO PAA Example

And, here's an example of how you might incorporate answers to a couple of those questions into your content:

Step 5:  Prove That You Can Deliver Results

Once you’ve shown your potential clients that you understand their struggles and can solve their problems, it’s time to show them that you can produce real-world results.

Some of the most useful tools for doing this are:

  • Case studies.
  • Testimonials from real clients.
  • Business performance stats and data.
  • Mentions in the media.
  • Recognizable client logos.

Whatever you think will resonate with your audience is what you should use. Don’t be afraid to combine elements, either.

Right after you’ve provided this proof, don’t forget to throw in a call to action.

Step 6: Explain How Your Process Works

After you’ve proven you can be trusted to produce results, let people know what they can expect if they work with you. You don’t need to get into the technical nitty-gritty of your SEO process. Just let people know that you have a clear and consistent process: Tell them how to get started and explain how things might progress.

There can be numerous phases in your SEO process, but we like things in threes:

  1. SEO Consultation
  2. Assessment and Strategy Creation
  3. Implementation

Here’s how you might add this to your SEO services page:

Step 7: Explain What You Offer & How Much it Costs

Now is a great time to introduce your SEO packages. How you package your services is completely up to you. 

No matter how you package them, you need to break your SEO services into digestible chunks that can be easily understood.  We package our SEO services like this: 

  1. SEO Assessment (This is our SEO fire-starter/on-ramp) 
  2. SEO Foundation (This is our SEO initial setup package)
  3. Monthly SEO (This is ongoing monthly SEO Services)
    • Action (6 hrs/month of SEO services)
    • Awareness  (10 hrs/month of SEO services)
    • Acceleration (20 hrs/month of SEO services)

Not only will you need to clearly lay out and make the distinction between your different packages, but you’ll also need to explain what each package provides. Try to avoid as much jargon as possible, then add a call to action at the end. 

Those might look something like this:

Pricing chart

Step 8: Eliminate Any Lingering Concerns

If a visitor has made it this far, it’s likely they’re ready to learn more about your offer or take you up on it. Eliminate any lingering doubt by showing them, once again, that you can be trusted and that working with your company will be a solid decision. 

Some of our favorite tools include: 

  • Certifications 
  • Awards and honors 
  • Guarantees 
  • FAQs

Consider using frequently asked questions (FAQs) to answer any lingering questions that may not have been answered above. Don’t forget to add schema markup to your FAQs.

A mini “About Us” section can also provide more details about your team and engender trust. Show photos of real people as opposed to stock images. Speak to the combined experience and expertise that your team has. This is a great time to mention any relevant awards, honors, or distinctions your business has.

You might even toss in a few impactful case studies to prove you “get it done” for your clients.

Finally, add one last call to action.

Tying Your SEO Services Page Together

Once you’ve built a solid SEO services page using the above framework, you need to ensure that you haven’t overlooked design, copywriting, or optimization. Each of these elements should be present throughout your page from beginning to end.

Great Design

Sure, you may have some design chops, but if you’re not a trained graphic designer, you need one. Yes, they can be expensive, but what’s even more expensive is losing business because your prospects struggle to interact with a poorly designed page.

Spend the money on professional graphic design for your SEO services page (and your website in general). It’s a worthwhile investment. Check out Design Pickle or Deer Design for affordable design services if you don’t already have a trusted resource.

Convincing Copy

Another surefire way to lose business is with less-than-professional copywriting. If writing copy isn’t in your skillset, pass it off to someone who specializes in it. Ideally, you want to work with someone who specializes in conversion copywriting.

If you want to make copywriting part of your skillset, check out CopyHackers or Enchanting Marketing. Both are great resources for improving your own copywriting skills and (contrary to popular belief) copywriting is a skill that can be learned.

If you don’t have time to learn how to write convincing copy, the folks over at Content Journey and GoWP both have great copywriters waiting to work with you.

Consistent Keyword Optimization

Finally, don’t forget to optimize your page around a set of keywords that are highly relevant to it (a keyword cluster). In the example above, we focused on the keyword construction company SEO, which makes that phrase our target keyword.

You’ll also want to include keywords that are synonymous with your focus keyword on your SEO services page.

For example:

Focus Keyword: Construction company SEO

  • Secondary Keywords:
  • SEO for construction companies
  • SEO for builders
  • Construction SEO
  • Construction industry SEO
  • SEO for building companies
  • Etc.

If you need some guidance on properly placing these keywords on your SEO services page, read this article: How To Use Keywords for SEO.

Publish and Iterate

Once you publish your page, don’t just “set it and forget it.” Check user engagement monthly. Look at Google Search Console to see which keywords are performing best, then make adjustments.

If you’re feeling extra ambitious, sign up for a tool like Hotjar or Mouseflow to see how people are interacting with your SEO services page. The insights from these tools can be game-changing.

Finally, once you’ve built your SEO services page, it’s worth having one of our SEO coaches review it for you. A second set of eyes is always helpful, and our coaches have seen more than a few of these pages. This means that they’ll know intuitively what’s working (and what’s not) on yours.

If you’re not already a Pathfinder SEO subscriber, book a demo and we’ll be happy to take a look at your current SEO services page and provide some feedback during that call.

SEO services page intro copy
How SEO works
Trust symbols on SEO services page
SEO process
Screen Shot 2022-01-17 at 1.49.37 PM-min
FAQ SEO services page

Free Training: How to Create an SEO Services Page that Converts

Get access to our 45 minute on-demand training.

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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