A services page is where visitors decide whether to contact you. The homepage tells them they’re in the right place. The services page has to answer the questions they’d ask before buying: what’s included, who it’s for, how it works and what it costs.
Most services pages stop at a list of services and a “Contact us” button. That leaves visitors to guess. Many won’t ask. They’ll check the next website instead.
This guide shows what to put on a services page and in what order. It also tackles the question many owners avoid: should you show your prices?
Key Takeaways
- A services page should answer the questions clients ask before buying: what’s included, who it’s for, how it works and what it costs.
- Give each service its own page when it has its own audience or price.
- Show some kind of price. In NN/g’s B2B usability studies, people went to competitors’ sites when a site didn’t show prices (NN/g, 2013).
- If every project is different, show a starting price, a range or typical examples (NN/g, 2006).
- End every services page with one clear next step.
One Services Page or One Page per Service?
Start with the structure. You have two options:
- One services page that lists everything. Good when your services are small variations of the same thing, or when you offer only two or three.
- A short overview plus one page per service. Better when each service has its own audience, its own price or its own questions.
A simple test: if a client would search for the service on its own, it deserves its own page. Someone looking for “flat-roof insulation” doesn’t want to scroll past five other services to find it.
SB STANG is a sheet metal company with five services. Each one has its own page: tinsmith work, metal roofing, flat-roof insulation, facade cladding and sheet metal processing. Visitors go straight to the work they need.
What Every Service Page Needs
Whether you write one page or ten, each service needs the same building blocks:
| Section | The question it answers |
|---|---|
| Headline | “Is this the service I need?” |
| Who it’s for | “Is this for someone like me?” |
| What’s included | “What exactly do I get?” |
| How it works | “What happens after I get in touch?” |
| Price | “Can I afford it?” |
| Proof | “Can I trust them?” |
| FAQ | “What about my specific worry?” |
| Call to action | “What do I do now?” |
You don’t need a long page to cover all eight. A few lines each is often enough.
How to Write Each Section
The Headline
Name the service in the words your clients use, plus who it’s for or the result. “Bookkeeping for freelancers” beats “Financial services”. “Sports massage for runners” beats “Our treatments”.
Who It’s For
Describe the client and the situation in one or two sentences. You can also say who it isn’t for. That saves you calls with the wrong clients and helps the right ones recognize themselves.
What’s Included
List what the client actually gets: the sessions, the deliverables, the hours or the steps. Be concrete. “Up to 3 rounds of revisions” says more than “unlimited support”.
How It Works
Explain the steps from first contact to finished work. Three to five steps is usually enough. It removes the fear of the unknown and answers “what happens if I click?”.
On SB METAL, the production side of the same sheet metal company, a 4-step section explains the ordering process. It runs from the request to a detailed quote with exact sizes, materials and prices, then production and delivery. A buyer knows what will happen before they ask.
Proof
Add the proof that fits this service: a review from a client who bought it, a result, a certification or photos of the work. Proof works best right next to the claim it supports.
FAQ
Answer the questions clients ask about this specific service. How long does it take? What do I need to prepare? What if I need to cancel? Each answer removes one reason not to get in touch.
The Call to Action
End with one clear next step and a label that says what happens: “Book a free consultation”, “Request a quote” or “Check available dates”. Add a short line that lowers the risk, such as “I reply within 1 business day.”
Should You Show Prices?
This is the question most owners avoid. My answer: show some kind of price, almost always.
The research points one way. In Nielsen Norman Group’s usability studies of business websites, participants went to competitors’ sites when a website didn’t show prices. Business customers rated pricing as the most needed piece of information online (NN/g, 2013).
Hiding the price doesn’t make it go away. It just moves the question to a phone call that many visitors would rather not make. Some will assume you’re too expensive and leave.
Four Ways to Show a Price
You don’t need a full price list. Pick the format that fits your work:
| Format | Example | Best for |
|---|---|---|
| A fixed price | “€50 a month, no contract” | Standard services that are the same for everyone |
| A starting price | “Projects start from €2,000” | Custom work with a typical minimum |
| Typical examples | “A deep clean of a 3-bedroom house: €180–€250” | Projects that vary but follow patterns |
| What the price depends on | “The price depends on the number of pages, the content and the features.” | Any custom work, together with one of the formats above |
For custom work, Nielsen’s advice is to show sample prices for typical cases when exact prices aren’t possible (NN/g, 2006). A range or a few examples gives visitors enough to know if you’re a fit.
Real Examples
- Exact prices: on Mrs. Kitty’s Pasta Cottage, each workshop page shows the price, how long it takes, the group size and where it happens. Visitors can decide without writing first. About 95% of participants now register through the website. Here’s the full case study.
- A starting price: on my own site, website projects start from €2,000. The FAQ explains what the final price depends on: the number of pages, the content and the features. After a short call, clients get a fixed quote.
- A fixed monthly price: my maintenance plan costs €50 a month, with no contract. The same for everyone, so there’s nothing to hide.
- A clear quote process: SB METAL makes custom parts, so prices depend on the order. Instead of a price list, it explains exactly what the quote will include and how an order moves from quote to delivery.
When Not to Show an Exact Price
Some work really can’t be priced without seeing it, like a renovation or a complex B2B project. That’s fine. Then show:
- A starting price or a typical range.
- What the price depends on.
- How the quote process works and how quickly a quote arrives.
What doesn’t work is silence. “Contact us for a price” with nothing else gives visitors no reason to contact you.
Common Services Page Mistakes
- A list of service names with no detail. Visitors can’t tell what they’d actually get.
- Writing about yourself instead of the client. “We have 20 years of experience” matters less than what the client gets.
- Jargon. Use the words clients search for, not your industry’s terms.
- No price at all. Not even a starting price or a range.
- No process. Visitors don’t know what happens after they get in touch.
- A weak or missing call to action at the end of the page.
Services Page Checklist
- ☐ The headline names the service in your clients’ words.
- ☐ It says who the service is for.
- ☐ It lists what’s included, concretely.
- ☐ It explains how it works in 3–5 steps.
- ☐ It shows a price, a starting price, a range or typical examples.
- ☐ It has proof next to the claims.
- ☐ It answers the common questions about this service.
- ☐ It ends with one clear call to action.
For the bigger picture, here’s my guide on how to write website copy for a service business. And here’s how to write a homepage that explains what you do in 5 seconds.
Frequently Asked Questions
Should I put prices on my website?
In most cases, yes. Even a starting price or a range helps visitors decide whether you’re a fit. In NN/g’s studies of business websites, people left for competitors’ sites when prices were hidden.
What if every project is different?
Show a starting price, a typical range or a few example projects with their prices. Explain what the final price depends on and how your quote process works.
How long should a services page be?
Long enough to answer the questions a client asks before buying. That’s often a few hundred words per service, in short sections with headings.
Should each service have its own page?
Yes, if it has its own audience, its own price or its own questions. If your services are small variations of the same thing, one page can cover them all.
Will showing prices scare clients away?
It may turn away clients who could never afford you. That saves you both time. The clients who stay are better informed and more ready to buy.
Your Next Step
Want service pages that answer your clients’ questions before they ask? Tell me about your business and what you want your website to do. I’ll reply within 1 business day.
Tamas Pocs is a freelance web designer and WordPress developer based in Hungary. For 5+ years he has written, designed and built websites for service businesses (more than 50 so far) and looked after them once they’re live. See his work or connect on LinkedIn.
