A service page has to inform, reassure and persuade, usually for someone who is comparing several suppliers. The approach below works for most B2B and consumer services without sounding pushy.

Lead with the customer's problem

Open by describing the situation your customer is in, in their words. "Your website looks fine but enquiries have dried up" will resonate more than "We are a full-service digital agency". This shows you understand before you start talking about yourself. Then state plainly what you offer and who it is for. Keep the first screen simple, as discussed in our guide to what makes a good business homepage.

Be specific about what is included

Vague promises such as "tailored solutions" tell buyers nothing. Explain what you actually deliver, what the process looks like, how long it typically takes and what you need from the client. Specific copy builds confidence and also reduces unsuitable enquiries, which saves everyone time. If you give ranges for cost or timeline, say clearly that they depend on scope.

Address objections honestly

Think about what makes a prospect hesitate: price, risk, disruption, whether you understand their sector. Answer those questions on the page, perhaps in a short FAQ. Visitors who find honest answers are more likely to get in touch. Google's guidance on creating helpful, people-first content backs this up: content that genuinely answers the reader's needs tends to serve both users and search.

Back claims with proof

Place testimonials, client names you are allowed to use, or short descriptions of work beside the claims they support. Be careful with superlatives and results: advertising claims must be truthful and substantiated, and the Advertising Standards Authority publishes the rules that apply in the UK. You can see how we present examples on our work page.

Write so people can scan

Most readers skim before they commit. Use clear subheadings, short paragraphs and lists, put the key point first in each section, and avoid long blocks of text. The Nielsen Norman Group's articles on writing for the web explain why scannable copy performs better.

• A headline that names the service and its audience

• Benefits explained in plain language, not jargon

• Proof placed next to the claims it supports

• A short FAQ that deals with common doubts

• One obvious call to action, repeated where it makes sense

Match the page to its job

A service page for organic search should answer the searcher's question thoroughly, while a page for a paid campaign should echo the advert and focus on one action. Our comparison of landing pages and websites explains the difference. Use our on-page SEO checklist to check titles, headings and structure, and finish with a form that is easy to use, using the tips in how to improve website forms.