How to write a services page that leads to enquiries

Decide what counts as a service

Start from what customers buy, not from your internal categories. A decorator might think in terms of "prep, priming, emulsion, gloss"; customers buy "a room repainted", "a whole house exterior", "a feature wall". Write down the five or six things people actually ask you for, and treat everything else as detail inside one of those. If a service is rarely bought and hard to explain, mention it in a line at the end rather than giving it equal space.

The four parts of each service

Who it's for: The situation, in the customer's terms: "For homeowners selling within the next few months who want the house to photograph well." This lets the wrong people self-select out.
What's included: A short list of what they get, with quantities and limits: "Two coats on walls and ceilings, woodwork in satinwood, furniture moved and covered." Say what isn't included if people often assume it is.
How it works: Three to five steps from first contact to finished job, with rough timings. A clear process reassures people who've never bought the service before.
Next step: One action: book, request a quote, or call. Put a price, a range or a "from" figure beside it where you can.

A worked example

Here's how one service from a bookkeeper might read, in about a hundred words:

Monthly bookkeeping for sole traders. For self-employed people who'd rather not spend Sunday evenings on receipts.
Included: bank reconciliation each month, expenses sorted into the right categories, a one-page summary by the 10th, and a reminder before each tax deadline.
How it works: a 20-minute call to understand your business, read-only access to your bank feed, then a monthly summary by email. Most clients are set up within a week.
Next step: a fixed monthly fee, shown on our pricing page. Book an introductory call.

Write it, step by step

List the services customers ask for, using their words, and order them by demand.
Fill in the four parts for each, as notes first.
Write a one-sentence page introduction that says what kind of business you are and who you mainly serve.
Draft each service in the four-part shape, keeping each to 80 to 150 words on the page.
Add proof where it belongs: a short testimonial or a photo of the result directly under the service it relates to, not in a separate block far below.
Read it on a phone and check you can find the next step for each service without scrolling back to the top.

One page or a page per service?

A single services page suits most small businesses with up to about six services, especially when they're related. Separate pages per service make sense when each is substantial, priced differently, and searched for by name, such as a dental practice's implants, orthodontics and hygiene. The one page vs multi page guide covers the trade-off, and showing service prices covers how to present the numbers.

A services page with Anticode

Ask for a Services page and Anticode's design engine gives it its own address, services/, which opens with the services section, while the home page keeps the hero and the sections no other page takes. Everyday names work in the request: "a treatments page", "a classes page" or "a menu page" all become the Services page. It sits alongside other optional pages such as Pricing, Book and Contact, and asking for Book brings the booking calendar, so the next step can be a real booking.

Write the four parts for each service into your request, or edit the text in place afterwards in the visual editor. If your service list changes often, a CMS collection can hold services as entries the owner edits in the dashboard.

Mistakes to avoid

Jargon as service names. "Holistic brand activation" means nothing to a café owner; "A new logo and signage" does.
Everything in one paragraph. People scan for their service; give each a heading.
No next step. Every service should end with an action, not leave the reader to find the contact page.
Listing every capability. Being able to do something isn't a reason to sell it on the page.

Questions people ask

What should a services page include?

For each service: who it's for, what's included, how it works and the next step, plus a price or range where you can give one.

How long should a services page be?

As long as your services need, at roughly 80 to 150 words each. Six services might make a page of 600 to 900 words.

How do I describe a service people don't understand?

Describe the problem it solves and the result, then the process step by step. Customers buy outcomes; the method reassures them once they're interested.