How to write a service page that brings in enquiries

Good design can’t save bad copy. Within a few seconds, a service page should answer three questions: what you offer, why you, and what the visitor should do next.

1. A headline with a benefit, not a name

“Air conditioning maintenance” is a name. “AC that runs all summer, serviced within 24h” is a benefit. The headline should describe the result the customer gets.

2. A problem the customer recognises

Describe the situation the customer is in, in their own words. People keep reading when they recognise themselves in the text.

3. How you solve it

Be specific and go step by step. Instead of “we provide a quality service”, write exactly what you do, how long it takes and what the client gets at the end.

4. Proof

• examples of work or projects,
• reviews with a name and company,
• years of experience and the number of completed jobs,
• guarantees and certificates.

Codema tip Write down answers to the five questions clients ask you most often on the phone. Those questions are almost always the best content for a service page and for the FAQ.

5. A price, or at least a range

“Price on request” puts off some visitors. If you can’t give an exact price, give a “from” price or explain what affects the price.

6. One clear next step

A “Request a quote” or “Call us” button should be visible at the top and repeated at the end of the page. The visitor shouldn’t have to think about what to do next.