Service pages

What service pages are

A service page is one page for one thing you sell. It says what the service is, who it is for, what is included, what it costs or how the price is set, what proof you have that it works, and what the buyer does to start. A site with five services has five of them, and each is written so it can be read alone by someone who arrived from a search without seeing the home page.

A service page is not a landing page. A landing page is built for one campaign and one audience and hides the rest of the site; a service page is permanent, sits in the navigation, and has to work for every visitor. It is also not a brochure of everything you do on one page. If your "Services" page is a list of twelve headings with a paragraph each, that is the page this service replaces.

Who this is for

Any business that sells more than one thing and gets inquiries that begin "do you do…". A trades company with four types of job. A clinic with six treatments. A consultancy whose services page says "strategy, implementation and support" and leaves the buyer none the wiser. In each case the buyer wants a page that answers their question, and the business is answering by phone instead.

It is not for a business with one product and one price; that is a product page, and it is a different shape. If the pages exist and read well but bring no inquiries, the problem may be the offer or the action rather than the page, and conversion copy is the narrower fix.

What goes in it

Every service page in the set follows the same shape, because a buyer who reads two of them should not have to learn a new layout. The order is the order in which buyers ask.

1. What it is. Two sentences a stranger can understand, then what it is not, so the wrong buyer leaves before they waste your time.
2. Who it is for. The situations that bring someone to this service, named. "You have been sent a compliance letter" is more useful than "businesses of all sizes".
3. What is included. The concrete contents, and the edges: what you will not do under this service and where that work lives instead.
4. How it runs. The steps from first contact to done, with rough timings, so the buyer knows what they are committing to.
5. What it costs. A price, a band, or an honest sentence on what the price depends on. A page with no pricing information at all sends the buyer to a competitor who has some.
6. Proof. A customer named, a result stated, a quote attributed, or a photograph of real work. Only what you actually have.
7. The next step. One action, one button, one sentence on what happens after.

The set is planned before any page is written. I list every service you sell, group the ones buyers see as one thing, split the ones they see as two, and agree the list with you. Most businesses end up with fewer pages than they expected and each one does more.

What you get

The page plan. One document listing each service page, the buyer question it answers, the search phrase it is written around, and which other pages it links to. Two to three pages for a typical set.

The pages. Each service page as a separate document of 500 to 900 words, with headings, body, button labels, the title tag and the meta description filled in. A set of five to ten is usual.

A shared outline. One page showing the section order every page follows, for your designer or developer to build once and reuse.

A walkthrough call. Forty-five minutes with whoever will publish the pages and whoever answers the phone, so the pages and the sales conversation say the same thing.

A worked example

An illustration. A physiotherapy clinic with four practitioners has one "Our Services" page listing fourteen treatments, each with two sentences and no prices. Reception spends part of every day answering the same question: do you treat this, and what does the first visit cost.

The page plan groups the fourteen into six pages, because patients think in problems rather than techniques: back and neck pain, sports injuries, post-surgery rehabilitation, pelvic health, concussion, and workplace injury claims. Each page opens with the situations that bring people in, states the first-visit price and what a claim-funded visit needs, names the practitioner who leads that work, and ends with the booking link. The workplace injury page also explains the claim paperwork, because that is the question reception hears most. Six pages of about 700 words replace one page of 400, and the front desk can send a link instead of explaining.

How it runs

1. A half-hour call. What you sell, how buyers describe it, and which questions your team answers by phone. No charge.
2. A fixed price in writing. The number of pages, the price and the dates, agreed before anything starts.
3. The page plan. One week. You confirm the list before any page is written.
4. The drafts. Delivered in batches of two or three, so you can read the first ones while the rest are being written. One round of changes per page.
5. The final set and walkthrough. All pages, the outline and the plan, delivered together with the call.

Three to six weeks for a set of five to ten pages is typical.

What it costs

Service pages are quoted as a fixed price in CAD after the half-hour call. The price depends on the number of pages, how much of the material already exists in your proposals and sales conversations, and whether each page needs its own research into what buyers ask. A set is priced per page with the plan included. The number is agreed in writing before the work starts, and the pricing page shows how quotes are built.

What happens next

Service pages answer the questions buyers ask before they call. The questions they ask after are usually gathered on FAQ pages, and the doubts that stop them are answered by case studies. If you serve several trades with the same service, industry pages say it in each trade's vocabulary. Each of those is a separate decision, made once the service pages are live and you can see which questions still arrive by phone.