How to write a services page that books you dream clients
An epic portfolio and homepage that’s giving full heart-eyes emojis are making people fall head over heels in love with you…
But there’s one page on your website that has to turn that instant obsession into locked-in dream clients who keep your flat white habit alive (and your dog’s endless treat supply stocked).
Your services page.
And look, there’s no denying that she’s got a LOT of responsibility. Season-finale-level pressure rests on her shoulders because she’s where those enquiry clicks will most likely happen.
Someone who digs your portfolio has clicked onto your website and has found their way to the page where you finally get to really drop all the deets about what you do and how you can help them.
But how do you write a good services page and avoid a Game of Thrones-style flop?
It’s one of the questions I get asked the most as a website copywriter (and it’s one of the reasons I created my totally free Turn Your Services Page into a Client Magnet guide. You don’t have it? It’s yours!). So let’s look at how to take someone from falling in love with your work to falling in love with working with you.
What is a services page on a website?
Your services page is part sales page, part informational page, and its main job is to sell your services to your dream client and get them to hit that enquiry button.
Think of it as the matchmaker between “Ooooh, I like their vibe…” and “Sold. I’m contacting them right now.”
And if you’re a creative service provider (ahoy designers, photographers, brand strategists, marketing professionals and creative studios, I see you), your services page carries some extra flavour that most product-based businesses never have to think about. You’re not selling a box that turns up on someone’s doorstep - you’re selling a vibe, a 1:1 experience with yours truly.
Which means these are the types of questions on loop in your reader’s head:
Will they get my style or will I end up with beige when I asked for bold?
Is the result going to match the vision I’ve been hoarding on my Pinterest boards for six months?
Will they really understand my business the way I do?
They want the inside scoop on everything your Instagram grid can’t tell them, and a kickass services page serves it up with a cherry on top.
What to include on a website service page
So... what actually goes on a services page?
Because if you’re anything like most creative business owners, you’ve probably opened a Google Doc, typed a heading, deleted the heading, worried about being too salesy, then worried about not being salesy enough, stared into the abyss for a bit and then decided all this writing copy is a Future You Problem™.
(Future you is now reading this blog post. Hi.)
But despite what your overthinking brain is telling you, your services page doesn’t need to be a TED Talk on your resume, listing every qualification, award and impressive thing you’ve ever done to prove you’re worth hiring.
Instead, it needs to focus on answering these five questions:
What do you offer?
What’s it like to work with you?
What will your client walk away with at the end?
Why do they need this now, not “someday in never never land”?
Why are you the person they should pick, not the next tab they've got open?
Nail that information and you’ve got a round-the-clock sales tool for your business. Ka-ching, baby.
And what order does all that services page content go in?
We might all love to eat dessert before the main course, but there’s a reason the menu doesn’t start with the cheesecake.
Your services page works the same way. Skip straight to your packages before your dream client knows why you’re worth it, and even the best copy won’t land. Get the order right and each section builds their appetite, course by course, until they’re convinced this is the best restaurant they’ve ever eaten at.
So here’s a simple structure website copywriters will often use when writing a service page (and what I dig fully into in my guide):
A benefit‑driven headline
An authority‑building intro
A transformation spotlight
Packages + deliverables + investment
Your process
Social proof
FAQs
A confident CTA
And remember, throughout the page, every section needs your brand voice loud and clear. If your services page could belong to literally anyone in your industry, it’s time to take the personality peppering up a notch. Because your dream client isn’t looking for another copy-and-paste creative. They're looking for you.
Let's get all optimised in here
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Let's get all optimised in here ⚡
All the information you include on your services page needs to match what people expect to find when they search for someone like you. That starts with understanding the words, phrases and questions they’re actually typing into Google, ChatGPT and beyond.
The best website copy doesn't make you choose between personality and search visibility, you can absolutely have both. It’s exactly why SEO is baked into my DFY website copywriting packages, so your copy sounds like you and gets found by the right people.
For example, if you want to show up when someone searches “Melbourne wedding photographer”, your page needs to be about... you guessed it... your wedding photography service for people in Melbourne.
Naturally weaving keywords throughout your page helps the algorithms understand exactly what you do and who you do it for, so they can confidently recommend you as the perfect choice for their searcher.
3 copywriting tips to turn your services page into a client magnet
Now, it’s time for some serious snooping on a few of the copywriting secrets I share in my services page guide (did I mention it was free? It is! Go grab it).
We’re going to zoom in on three sections that tend to trip creatives up as they write their services page: the intro, the packages and the transformation spotlight.
1. Lead with an authority-building paragraph
Show that you know your sh*t straight off the bat, with a punchy opening paragraph that frames your expertise around the exact result they are craving. Make them think, “Yes! This is exactly who I’ve been looking for.”
Think of it like the opening scene of a movie. You want people hooked, with popcorn halfway to their open mouths, desperate for the next line.
When I worked with my client Elisa (aka a kickass Squarespace web designer + copywriter), her old services page opened with play-it-safe language she wasn’t happy with. It didn’t show off her bold confidence or the Olivia‑Pope-style energy her real life clients knew and loved her for.
So we switched things up:
A section from Elisa’s services page showing how I break it down in my free guide, so you know how to write your services page!
Now that’s an entrance! A personality-packed intro paragraph that would instantly connect with the type of client she wanted to work with.
And as a bonus tip-within-a-tip: sprinkling a few well-placed credibility boosters can immediately help create that “Yep, this is my person” feeling for your dream clients.
For example:
Your signature process your clients rave about
How long you’ve been kicking ass in your industry
A juicy recent client win that makes people think, “Ooooh…”
Keep it short, keep it snappy, then it’s over to the rest of your services page to seal the deal.
2. Include clear packages for people to pick from
A screenshot showing the three clear, structured, descriptive packages on Katie’s website. Exactly what a great services page should include!
One thing I’ve spotted time and time again during website copy audits is that DIY services pages have a habit of swinging one of two ways:
1. Everything’s “fully customisable” (translation: you’re spending hours putting together proposals for someone who then ghosts you)
2. It's a brain dump of everything you’re capable of, leaving your dream client to figure out what the bloody hell they’re actually supposed to enquire about
But your services page is the time to be their fairy godmother, not their homework. Instead of expecting people to piece together a custom service in their heads, make it ridiculously easy for them with tiered package options. Just like rad brand designer Katie Mont did!
When Katie wanted to give her services pages a glow-up, she grabbed my freebie guide to help her reshape her offers so they were clear and simple for her dream clients to pick from. She set out options that suit different budgets, business stages and levels of support, so anyone landing on her site could spot the one with their name written all over it - and easily enquire to get the ball rolling.
And a few extra tips to help make those packages sound irresistible:
Speak to the exact stage or struggle each package solves, so your dream client reads it and thinks, "Alexa, were they spying on my to-do list?"
Put those CTA buttons where people can’t miss them (leave the intrigue to the Love Is Blind pods)
Include “from $X” pricing to filter out any bad eggs looking for the bargain bin
Wait… include my pricing, Sarah? Are you sure? But what if people get put off by how much it costs?
Then they’re not your dream client! And that (most likely) won’t change whether they see the info on your website or whether you’ve blocked out an hour in your calendar, brushed your hair for the occasion and delivered your sales spiel person-to-person.
I always recommend putting a base figure on your service pages because your inbox deserves enquiries from people who already know they’re comfortable investing at that level before you’ve changed out of your pjs for that call.
3. Spotlight the transformation
Once you’ve worked out what you’re selling, it’s time to focus on how you sell it. This is where strategic website copywriting helps people connect the price tag to the payoff.
Because “5-page site, brand guide, two revision rounds” is the type of list you might take to Coles on a weekend, but your dream client wants to know whether they're walking away with Vegemite on toast or a Michelin-star meal.
One of my favourite tips for writing this kind of sizzling sales copy is to ask yourself: how is my client’s life about to get better after working with me?
For example, will it help them:
stop cringing every time someone asks for their website link
confidently put their prices up without feeling like they’re committing a crime
finally attract the kind of clients they’ve been crossing their fingers and toes for
spend Monday mornings excited about the projects in their calendar instead of wondering where the next enquiry is coming from
Paint the picture of their life after hiring you. How do they feel? What are they doing differently? What have they finally stopped stressing about? That's the story your services page copy should be telling, so your dream client stops comparing you to everyone else with a pretty website and starts thinking, “Okay... I need this like yesterday.”
Numbers need a narrative
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Numbers need a narrative ✨
Don’t let your statistics float around without context.
Pair them with the problem your client was facing and the transformation that followed, so your dream client can instantly picture themselves getting the same result.
Bonus? Search engines eat that kind of proof right up because it shows you've got the experience to back up what you're saying!
Ready for your full services page glow-up?
Your services page is where I love their work needs to turn into sign me up right now.
And now you’ve got three juicy ways to make that happen: lead with authority, make your packages ridiculously easy to choose from and sell the transformation, not just the deliverables.
But those are only three of the eight things I recommend including on a killer services page. And my totally free Turn Your Services Page into a Client Magnet guide takes you through all eight, so if you’re wondering what the other five are…
Well, you’re going to have to grab the guide to find out!
It’s time to turn your services page from a Future You Problem™ to a Future You Win™ and start turning heart eyes into hell yeses.
