What to Include on Your Services Page (So People Actually Inquire)

Your Services page isn’t just a list of what you offer. It’s one of the most important sales tools on your website and most business owners are seriously underusing it.

If your Services page is vague, hard to scan, or overly focused on you, there’s a good chance people are clicking off without taking the next step. And that’s a missed opportunity.

Here’s what to include on your Services page so it actually converts visitors into leads and gives potential clients the clarity they need to say yes immediately.

1. A Headline That Says More Than “Services”

If the title of your Services page is just “Services”… you're not doing yourself (or your SEO) any favours.

Use a headline that speaks directly to what you do and who it's for. Something like:

• “Custom Renovation Packages for Guelph Homeowners”

• “Photography Services for Growing Families in London, Ontario”

• “Commercial Interior Design for Brick & Mortars in Toronto”

It gives people context and helps search engines understand what the page is about.

2. A Short, Strategic Intro

Right below the headline, add 1–2 sentences that speak to your ideal client’s goals or pain points. This isn’t about you, it’s about them.

For example:
"You’re not just renovating a house, you’re creating a space that works better for your life. We help homeowners in [City/Region] bring their vision to life with high-quality renovations that are done right the first time."

This is where you get people nodding along and thinking… “DAMN, they get me!”

Keep it short, conversational, and clear.

3. Clear, Digestible Service Breakdowns

Each service or package should have:

• A short, benefit-focused title

• A few bullet points or a quick paragraph explaining who it’s for, what’s included, and what the outcome is

• A strong call-to-action (like “Inquire Now” or “Book a Discovery Call”)

Here’s what you want to avoid:

• Long, dense paragraphs

• Vague descriptions like “custom to your needs”

• Overwhelming lists of every single deliverable

People skim. Make it easy.

Bonus tip: If you want to pre-qualify leads, consider adding a starting price. If you want to encourage inquiries, leave pricing off and focus on the value.

4. Visual Elements That Reinforce Your Brand

This is where good design comes in.

Break up the content with branded visuals like icons, mockups, colour blocks, or brand photography. If you’ve worked with a designer and have brand guidelines, this is the time to use them. They’re not just for Instagram, they help your Services page feel aligned and professional, too.

5. Mini Testimonials or Proof Points

If someone’s halfway down your Services page, they’re definitely interested, but they might need a little push.

Drop in a short client quote or proof point to build trust. Something like:
"We were nervous about starting a big renovation, but working with [Company Name] made the process feel simple and organized from day one. They really listened to what we wanted and the final result completely transformed our home. We finally feel proud to have people over again."

Even one well-placed testimonial can give someone the confidence to reach out. Social proof is sooo IMPACTFUL!

6. A Clear, Strong CTA

Don’t end your Services page with a dead end.

Make it very obvious what someone should do next, whether that’s booking a discovery call, filling out your inquiry form, or checking your availability.

Keep the CTA (call-to-action) button clear and consistent. Like “Inquire Now” or “Book a free consultation”.

And if you haven’t already, link it in your top navigation so it’s easy to find from any page on your site.

Final Thoughts

Your Services page isn’t just for practical information, it’s there to help people decide whether you’re a good fit. To show them that you understand what they’re looking for. That you’ve got the skills and the process to deliver it.

If your current Services page isn’t bringing in the leads you want, you might not need a total website overhaul. But you do need clarity, strategy, and a little intention behind how you’re showing up.

Want help getting that clarity? Explore my branding and Squarespace website services or book a free 15-minute consult — we’ll talk through what’s working and what could use a little strategy behind the scenes.