What to put on your services page so people actually enquire

Most services pages read like a menu. A list of what you offer, a price if you are brave, and a contact form at the bottom.

The pages that actually generate enquiries do something different. They answer the questions a person is already asking themselves, in the order they ask them.

The order that works

What this is, in their words

Not your job title. The outcome. "A website and funnel built in Systeme.io that keeps working when you are not" tells someone more than "web design services" ever will.

Who it is for, and who it is not

Saying who you are not for is the most persuasive thing on the page. It tells the right person they are in the right place, and it saves you the calls you did not want.

What they get

List the deliverables plainly. Number of pages, number of emails, what is included, what is extra. Vagueness here reads as expensive.

How it works

Three or four steps with a rough timeline. People are not only buying the work, they are buying the confidence that the process will not be chaos.

The price, or the shape of it

If you cannot publish a fixed price, publish a starting point. "Projects start at two thousand pounds" filters out a week of wrong enquiries and does not cost you a single right one.

Proof

Two or three short testimonials that mention a result. A named client with a sentence about what changed beats five anonymous quotes about how lovely you are to work with.

Objections

The four or five things people always ask before saying yes. Timelines, what happens if they need changes, who writes the copy, what they need to provide. Answer them here and the enquiry that arrives is already halfway to a yes.

One next step

Not a form, a call and a phone number and an email address. One. The most common mistake on a services page is offering three ways to get in touch and making the visitor choose.

Two things to take off the page

• Your life story. It belongs on the about page. Here it delays the answer they came for.
• Stock photography of people in a meeting. It says nothing, and it makes the page look like everyone else's.

How to know it is working

Not traffic. Watch how many people who land on the page get in touch, and watch how many of those enquiries are the right kind. A page that halves your enquiries and doubles the good ones is a better page.