8 Key Elements for Your Services Website Pages

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    **Updated Oct 24, 2018

    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.

    8 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 a 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 or Long? 
      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 on content that focuses on each specific target industry.

    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 Service pages

    EnviroShield Products

    An industrial website with several products and services.


    Horton Works

    Having multiple services can often confuse customers. Having a page that directs users based on their needs is a great solution; https://hortonworks.com/solutions/ 

    industrial services website

    Kenall Engineering

    Listing out each service helps define your target market; https://www.kenallinc.com/

    industrial services website

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    construction website design

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    Christina Hawkins

    Since 1999, Christina has been designing and building exceptional websites partnering with small businesses to help them grow and increase revenue. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with WPElevation to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spearheaded the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus. She is currently President of the Houston Interactive Marketing Association.

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