9 Key Elements for Your Website Service Pages

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    **Updated June 25, 2021

    Your B2B service website pages are the meat of your website. These are usually the second-page folks will visit. Depending on your search engine optimization, these landing pages might include the homepage, an industry page, or your service page(s). So even though we concentrate so much on the homepage, your Services or Product sales pages should be just as important when it comes to your content. This is your chance to show off to your customers that you get them. This is your chance to show them that you understand their specific problems and their specific needs.

    Then you can show them how you can help solve them. Show them why you are uniquely qualified to be the answer to their problem.

    This service page content list is going to guide your visitors and highlight the difference between you and your competitors, describe problems, and explain solutions.

    This b2b website page is where you can go into great detail about your company’s services.

    9 Key Elements For Your B2B Service Website Page

    1. One Topic Per Page

    If you have enough information, it is best to provide a page per topic. This allows you to concentrate on a single purpose and really target a specific audience. The kicker is that it needs to have at least 500 – 700 words for it to have enough substance to be considered a page. You have to admit, it looks a little strange to land on a page with 2-3 sentences. It’s like saying, “Yup. That’s it. That’s all we do. Not much to it.” Of course, that’s not what you want your customers to think. You know what you do is complicated and takes expertise, problem-solving, creativity, and determination to provide your solution.

    2. Lose the Jargon

    Believe me, I understand how easy it is to fall back into industry speak. I have to remind myself of the same thing. When you are writing your content do your best to remove the acronyms and catchphrases. When creating your services pages, always consider your customers first. Even if you are in an industry filled with jargon, don’t always assume that the purchase manager understands it. The old adage to keep it simple is the best adage.

    3. Section The Content

    Then each page should be sectioned into subparagraphs, lists, and graphs or imagery. You’ve seen those long pages that seem to be endless. Remember back in high school when you opened the textbook and saw the endless writing? Do you remember thinking, “Oh my! I gotta read all of that?” It’s the same for your customers. Your sales page is not white paper. It’s not your research results. It’s not your dissertation.

    Your sales pages help you sell your services. By breaking up the content you help your users understand and digest your content easier. There is this myth that people have short attention spans due to the internet. That’s actually not true. The study goes back to a 2014 Canadian Microsoft study about gamers. They applied the attention spam of gamers to all internet users. But, really, we are getting better at processing information and encoding it into memory.

    Chunking your content helps users retain this information.

    4. Short Versus Long Copy

    Long paragraphs, short paragraphs, it doesn’t matter overall. You can have 2 sentences or 10 as long as it is clear. It seems the old days with a formal layout of paragraphs are gone. In my opinion, keeping your paragraphs relevant to a single idea or topic is the best format.

    5. Watch the Hype

    Hype makes your writing sound hyped up and a tad untrustworthy. Phrases like “quality products” and “superior customer service” are also difficult to explain. It’s also a basic level. A quality product means what? Shouldn’t every very product be a quality product? It’s best to quantify what quality service means; within a budget, guaranteed delivery, is it a unique product or service?

    6. Call To Action

    This is where you need to boost your persuasiveness. This is where you need to give them a reason to call you or complete a specific form. We don’t want to lose your visitors. It would be best if we could capture their email in some capacity.

    7. Photography

    This is also where I like to discuss the images you want to use. Your services should not only reflect your services but also your customers. Having an image of a kitchen remodel you might have done or a project on-site is so great. But, take a closer look. Does it show a messy kitchen, maybe a coffee mug, some paper towels wadded up, a dirty spoon on the counter? Does the project site show an unorganized workplace? Is an employee not wearing proper gear?

    8. Video of the Service

    A video could be one that you create or it can be one you find on YouTube or Vimeo that explains what you do.

    9. Industry Pages

    Consider focusing your sales pages so they represent each specific target industry that you serve.

    If you’d like to learn more about converting visitors to customers, visit this short blog post.

    As usual, I really do hope this is helpful. See you!

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    Example of Website Service Pages

    Water Standard

    Water Standard helps the energy industry uncover and benefit from the hidden value of water in a safe and environmentally friendly way.

    One lesson from Waterstand’s service pages, is that you don’t have to write a dissertation to explain what it is you do. Clear, concise wording that explains the service in a way that the non-expert can understand. Be aware that many of your users may not know the terms that you use internally. Even industry experts might have different terms.

    Be aware of the keywords they use and be sure to incorporate that into your web copy. You can still you use your trademarked words or phrases but remember your audience.

    Down Under Construction (DUC)

    DUC is a construction company in Largo, Florida which had a wide variety of construction services.

    Even smaller websites can have an organized structure with engaging service content. Construction company websites should for sure be adding various photos to allow potential customers to see the quality of work they can do. The right photography will not only show the craftsmanship but also the variety of work available.

    Describing the work using words that help the user understand what a remodeled home can feel like. For example, “A home remodel is a major undertaking. We understand that it may be something that you have never done before and aren’t sure what to expect. We are here to offer our decades of experience to act as a guide to help our clients make the right decisions based on what they want.”

    Words like that help build trust and understand what makes you unique.

    On Golden Pond

    On Golden Pond is a pond construction and maintenance company in Santa Monica, CA. Prior to the redesign, we had a single page for their service, which from an SEO standpoint, makes it difficult to optimize for pages for specific key phrases like ‘pond maintenance’ and ‘fountain remodel.’ Having separate pages also users to get clear what it is the company does.

    Adding service index pages helps organize service pages and visually offers an overall, top-level view of company services. Then we can drill down into specific services.

    Croft Systems

    Croft Systems is a natural gas processing company that builds, certifies, and refurbishes natural gas equipment. They have several product lines and several services. For them, it was a matter of organizing the content that made sense to their oil and gas users.

    We recommend including specific benefits and features as a list. Subheadings, lists, short paragraphs are helpful for website visitors to get the information they need quickly. It’s okay to add more information just be sure to organize it in a way that will make sense to your users.

    website content - service page example

    The Free PDF Website Service Worksheet

    Download This Blog’s Worksheet.

    9 Key Elements For Your Website Service Pages

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    Christina Hawkins

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.

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