What to Include on Your Service Page for Rankings and Sales in 2025
- Sonia Urquilla
- Jan 24
- 7 min read
Have you ever clicked on a service page and thought, "Okay, but… what do they actually do?" That’s exactly what happens when a service page is vague, unstructured, and missing key trust signals. Your service page isn’t just a fancy landing spot—it’s your digital storefront, your sales pitch, and your first impression all rolled into one.
I’ve worked with so many coaches and service providers who poured their hearts into their websites but still weren’t seeing conversions. Why? Because their service page wasn’t doing its job.
In this guide, I’m going to walk you through exactly what to include on your service page to not only rank higher on Google but also turn curious visitors into paying clients.
Grab your favorite drink and let’s dive in!
1. Essential Above-the-Fold Service Page Elements for Immediate Impact
Okay, confession time – I once had a client whose above-the-fold section was just her name in fancy font and a big paragraph about herself. That's it. No wonder she wasn't getting any inquiries!
First things first, you need a headline that stops the scroll. Not just any headline – I'm talking about one that makes your ideal client think, "Wait, is she in my head?" One of my clients switched from "Hi I’m [name] to "Career Clarity In 30 Days. Guaranteed.," and her inquiry rate doubled in four weeks.
Your Subheadline Needs To Speak Directly To Their Pain Points.
Get specific! Instead of "I help women succeed," try "Help your 6-figure business run without burning out (even if you're a recovering perfectionist)."
And please, please use a real photo of yourself! I had a client who was using stock photos because she was camera shy, and her conversion rate tripled when she finally put up a professional headshot. Your clients want to see who they're potentially working with!
How to Craft a Clear, Benefit-Driven Headline for Your Service Page
Address your audience’s main fear or pain point in your headline.
Make it client-focused and benefit-driven. Example: “SEO Services for Coaches: Your website shouldn’t just exist—it should attract dream clients, rank on Google, and work for you 24/7.”
Include your primary keyword naturally for SEO visibility.
Why it works:
When a potential client lands on your service page, they should instantly know:
What you offer
How it benefits them
Why they should choose YOU over anyone else
A headline that directly speaks to your client’s fears and needs creates an immediate connection and reduces hesitation.
2. Build Trust with a Strong Value Proposition on Your Service Page
Let’s get one thing straight: Your dream clients don’t care about you (at first). They care about what you can do for them.
Your value proposition should answer this one simple question: “Why should I choose YOU?”
For one of my clients, a career coach, we crafted her value proposition around her unique approach: “Career coaching that doesn’t just give advice but provides actionable steps to land your dream job.”
See the difference? It’s specific, outcome-focused, and makes a promise.
Your value proposition sets the tone for your entire service page, so make it shine.
Write Service Description That Appeals to Both Search Engines and Humans
Let me tell you about my biggest facepalm moment. I once wrote my service description that was so stuffed with keywords, it read like a robot wrote it. Not my finest hour!
Here's what I've learned works better:
Write like you're explaining your service to a friend over coffee. Start with their problem – make them feel understood. Then, walk them through your solution.
I always include a "How It Works" section because people want to know what they're getting into. Break down your process step by step.
One of my favorite success stories is a business coach who added a simple timeline graphic showing her coaching process – her consultation bookings went up by 60%.
3. Trust-Building Elements That Boost Rankings and Conversions
Your potential clients are looking for evidence that you can deliver results. Don't be shy about it!
I love using before-and-after case studies. For example, wrote a blog about my client’s journey, ranking 1st page in google within 4 weeks. That single case study has become my highest-converting piece of content.
Showcase Your Proven Framework on Your Service Page
If you’ve got a repeatable process or framework that gets results, now’s the time to flaunt it.
For example, my seo for coaches program, use a simple 3-step framework to guide my clients from zero organic leads to weekly book calls. But it wasn’t listed anywhere on my service page.
People love structure. They love knowing there’s a plan. So if you have a method, show it off!
Feature Testimonials on Your Service Page
Your dream clients want proof that you can deliver results. Testimonials and case studies are the ultimate trust-builders.
I always ask for testimonials which then I add to my service page
Don’t just say, “My clients love me!” Show real results, in their own words.
Let your results speak for you.
Highlight Certifications, Features, on Your Service Page
Look, trust is everything. And one way to build trust quickly is by showing your credibility.
Are you certified in your niche? Have you been featured on notable platforms? Show it!
One of my clients, a resume writer, had incredible credentials—certifications, speaking engagements, you name it. But none of it was on her service page.
These trust signals might feel subtle, but they’re powerful.
4. Address Common Client Fears and Objections on Your Service Page
Every client has doubts before hitting that “Book Now” button. Will it work for me? Is it worth the money? What if I fail?
Don’t leave these fears unanswered. Address them head-on.
For example, If you noticed your leads dropping off at the booking stage. Add an FAQ section that answered questions like:
“What if I don’t have time for coaching?”
“How soon will I see results?”
It works like magic.
When you address fears, you’re showing empathy. And empathy builds trust.
5. Optimize Your Service Page for SEO
Okay, this is where I see a lot of coaches' eyes glaze over. But stick with me – this stuff is actually pretty simple once you get the hang of it!
Think of SEO like the foundation of your house. You might have gorgeous furniture (your content), but if the foundation is shaky, the whole thing could collapse.
You need to do your keyword research to find those phrases, questions your dream clients are typing about your solution.
Here’s what I always focus on:
Use your target keyword naturally in your headline, meta description, and headers.
Write alt text for your images.
Add internal links to relevant blog posts and pages.
One quick win? Rename those image files! Instead of "IMG_12345.jpg," use "mindset-coaching-session.jpg." It's such a small thing, but it makes a difference.
Just last month, one of my clients started ranking for image searches after making this simple change.
With my clients, I write optimized SEO copy with all these elements that they either give to their web designer to add to their website or I add myself.
6. Strategic Calls-to-Action That Drive Sales
Here's a mistake I see all the time: Multiple calls to action and social media handles, big no-no!
Think about it – would you walk through an entire store just to find the checkout counter? Of course not! You want it to be easy to buy at any point.
A strong CTA isn’t just “Click here.” It’s specific. It’s motivating.
For example:
“Schedule Your Free Coaching Call Today!”
“Download Your Free Resource Guide.”
Place your CTAs where they make sense—above the fold, after a testimonial, and at the end of the page.
7. Content Structure for Better User Experience
Let me tell you about a recent client win that still makes me smile. She had this gorgeous service page – beautiful design, compelling copy, the works. But it was one massive wall of text.
We broke it up into scannable sections, added some keywords, white space, and boom! Average time on page went from 45 seconds to over 3 minutes.
People skim online content – that's just the reality. Make it easy for them!
Use headers, bullet points, and short paragraphs. Think of it like creating a path through your content. You want it to be so clear that even someone half-paying attention (maybe scrolling while watching Netflix) can follow along.
Conclusion
Your service page isn’t just a page on your website—it’s your online handshake, your pitch, and your client magnet.
When done right, it:
Builds trust.
Overcomes objections.
Guides visitors to take action.
Take one step at a time. Start with your headline, refine your value proposition, and make sure your CTAs are crystal clear.
Ready to make your service page your strongest sales tool? Start optimizing today, and let’s watch those leads roll in.
P.S. Want to see how your service page stacks up? Get my free SEO audit.
FAQs About Service Pages
How long should a service page be?
A service page should be as long as it needs to be to effectively communicate your offer and address your audience’s needs. Generally, it’s best to aim for around 800-1,500 words.
If your service is more complex, you might need more detailed explanations, testimonials, and CTAs. For simpler services, keep it concise but impactful.
Comments