Best tips and tricks for creating effective service pages

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Photo by John Jackson on Pixel

The service page is one of the most important elements of any website. It's where all the nitty-gritty details of what a company offers are laid out for the world to see. It is not just another web page to add because everybody has one- this page is where the magic happens, and you should pay attention to it.

A recent clutch study found that over 90% of people visiting a website find the product and service page very useful. In other words, most people decide whether to patronize you after a brief stint at your service page. In essence, no matter how great your service delivery is, you'd still have low patronage to battle with; if your service pages cannot convince visitors to buy.

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In this article, Workee experts will be sharing effective service page design tips and how you can achieve better business outcomes.

What is a service page?

Have you ever visited a website and clicked on a tab or link that said "Services" or "Our Services"? Well, that's typically where you'll find a service page! Essentially, a service page is a web page on a company's website that outlines its various products or services.

Let's say you're looking for a technical writer, for example. You might visit a freelance writer website and navigate to their service page to see what types of writing services they offer. This page might include information on things like copy writing, social media management, or ghost writing. By browsing the service page, you can get a sense of whether or not the brand offers the specific services you're looking for.

A service page may be a single landing page describing all the products and services a brand offers or multiple pages showcasing the various services individually.

Brands that adopt the multiple services pages design often provide a number of offerings or products; hence it’s important that they describe each of their offerings in detail.

Service pages can be really helpful for both prospective clients and the brands themselves. For customers, it's a way to learn more about what a company does and whether or not they offer the specific services or products they're looking for. For companies, it's a way to showcase their expertise and help their audience understand their services.

The purpose of a service page

It’s easy to undermine the importance of a service page in a website, so here's an explanation of its purpose and how services page design can impact a website's success:

  • Introduce your services

The primary purpose of a service page is to introduce what you do to potential clients or customers. This page should provide a clear and concise overview of your services and any relevant details such as pricing, delivery timeframes, etc.

According to a Graffiti9 report, 47% of visitors head straight to the services page when they visit a website. Imagine if your services web page design doesn’t properly reflect your offerings and the quality of your deliveries; you’d automatically lose out on potential leads.

  • Highlight your expertise

In addition to outlining your services, a service page highlights your expertise in your field. This might include information on your team's qualifications, experience, and any awards or accolades you've received.

  • Provide social proof

A properly crafted service page provides social proof by highlighting client testimonials, case studies, or examples of previous work. This sort of assures people that you have the requisite skills and experience to deliver on your claims.

Elements of a service page

A service page is not just a random page; it is intentionally crafted and designed to appeal to potential clients. You should be able to capture and address your visitors' wants in a few words. And also convince potential customers to make informed decisions about whether or not to engage with your business. Here are some of the key elements of a good service page:

1. Clear and concise messaging

When someone lands on your service page, they should immediately understand what you offer and how it benefits them. Use simple language to describe your service and explain what makes it unique or different from other options in the market. Avoid using jargon or complex terms that might confuse or overwhelm potential clients.

2. Introduction

Your introduction should expand on your headline and provide more detail about your offers. Make sure to highlight the unique features and benefits of your service and explain how it can help solve your customer's problems.

3. Overview of services

This is where you go into more detail about your offering. Be specific about what you offer, and provide examples of how your service has helped other customers. Use bullet points to break up your description into smaller, more manageable pieces of information.

Expert recommendation: Many small businesses make the mistake of having a single service page design. This often makes the page look cramped, lacks details, and is generally less appealing. It’s always best to have a single-page overview with clickable links to distinct pages describing individual services or products in detail.

Check out the Workee Solutions page for more insight.

4. Strong visuals

People love images and videos; they are usually more captivating and engaging. However, your choice of visuals is very critical to eliciting great responses. A Hubspot survey reports that over one-quarter of visitors prefer original photos and videos, not just random elements. Visuals are an important aspect of any service page. Use high-quality images or videos to showcase your product or service in action. This can help potential clients visualize how your service works and what they can expect from it. Make sure your visuals are relevant to your service and align with your brand.

5. Social proof

People tend to trust the opinions of others when making purchasing decisions. That's why it's important to include social proof on your service page. This can take the form of customer reviews, testimonials, or case studies. Highlight positive feedback from previous clients and demonstrate the value your service has provided to them.

6. Clear calls to action

Your service page should have a clear call to action (CTA) that tells potential clients what to do next. This could be signing up for a free trial, scheduling a consultation, or making a purchase. Make sure your CTA stands out visually and is easy to find on the page. Consider testing different CTAs to see what resonates best with your audience.

7. Pricing information

Potential clients want to know what they'll be paying for your service. Include pricing information on your service page, either as a table or a range of prices. Be transparent about what's included in each pricing tier and any additional costs that may apply. If you offer custom pricing, provide a way for potential clients to contact you for a quote.

8. FAQs

Anticipate and answer common questions potential clients might have about your service. This can include questions about how it works, how long it takes to see results, or what happens if something goes wrong. By addressing these questions proactively, you can build trust and credibility with potential clients.

9. Contact information

Including contact information is vital for engagement; a recent survey points that over 60% of people find it useful. For most people, a lack of contact information is enough to not patronize a business. In essence, you should make it easy for potential clients to get in touch with you if they have questions or want to learn more. Include your email address, phone number, and social media links on your service page. Consider using a contact form to collect information from potential clients and respond to their inquiries quickly.

How to create a good service page design

Designing a service page can be a bit challenging, but with the right approach, it can be a breeze. Here are a few steps that you can follow to create an effective service page:

  • Define the purpose : Before you start designing your service page, it's important to define the purpose of the page. What is the goal of the page? Is it to sell a product or service, to inform visitors about your offerings, or to get visitors to contact you for more information? Once you have a clear idea of the purpose of your page, you can design it accordingly.

Tip: It's also important to make sure that the design is consistent with the overall look and feel of the website. This helps to build brand recognition and creates a sense of cohesiveness across the site.

  • Identify your target audience : The next step is to identify your target audience. Who are you trying to reach with your service page? What are their needs, interests, and preferences? Understanding your target audience will help you design a page that resonates with them and meets their needs.

  • Organize your content : Once you have a clear purpose and target audience in mind, it's time to organize your content. Your service page should be easy to navigate and read, with clear headings and subheadings that break up the content into manageable chunks. Use bullet points and lists to highlight key features and benefits of your service.

  • Use visuals : Visuals can be a powerful tool to engage visitors and communicate your message. Use images, videos, and infographics to illustrate your service and make it more engaging.

  • Make it mobile-friendly : More and more people are browsing the web on their mobile devices, so it's important to design your service page with mobile users in mind. Ensure the page is optimized for mobile screens and loads quickly on mobile devices.

  • Include a Call to Action : Finally, make sure to include a clear call to action on your service page. This could be a button that prompts visitors to contact you, sign up for a free trial, or buy your product. Whatever the call to action is, make sure it's prominent and easy to find on the page.

Regarding service web page design specifically, it's important to keep in mind that different types of services may require different design elements. For example, a page for a software product may need to include screenshots or a demo video, while a page for a consulting service may need to include a list of previous clients or case studies.


When it comes to service page design, there are a few best practices to keep in mind. First and foremost, the design should be clean, simple, and easy to navigate. The page should load quickly, and the content should be well-organized and easy to scan.

Overall, a good service page clearly communicates the benefits of the service and makes it easy for the user to take the next step. By following these best practices and keeping the user's needs in mind, you can create a service page that effectively showcases your offerings and drives conversions.

Ihor, CEO at Workee

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