The Anatomy of a Service Page
How you structure the content on every page of your website is important, but there are pages it is especially important to pay attention to. Because even though every page of your website should help communicate your value and qualify leads, if we cut right to the chase, your services page is where they go to understand what exactly it is you do. It’s where they go to understand if you are the person who can help them with their wedding. And it is the place potential clients go to be sold—so your services page needs to be treated as the sales page it is.
But this is the wedding industry, so you can’t just Google “what should be on a sales page” and mimic what you find: long-form layouts, fear or scarcity-based messaging, buttons to buy with every half-scroll of a page. No—you need just the right amount of content, value-based messaging, and to strategically time when you ask for the sale. So today, I wanted to talk you through a simple content strategy and share advice to help you dial in your messaging. Read on to learn how I think about and plan services pages and use what you see to make sure your website is doing the work for you.
What should be on a wedding planner’s service page
Whether you are making website updates yourself or hiring someone to help you, I think it’s important for you to have at least a basic (but effective) idea of what should be on the page. So, to help you build a strong services page for yourself, here is a simple outline of the different content blocks I like to include in a service page content strategy:
Headline and 1-2 sentence introduction. This should include one of your main keywords for the page in the headline and be pretty punchy (to encourage people to keep reading)
Section about what your couples want to demonstrate you understand them
Block about the service you want to book the most with pricing and a button to book you. Includes keywords related to the service
Block about your next service with pricing and a button to book you. Includes keywords related to the service
Block about your next service with pricing and a button to book you. Includes keywords related to the service
A customer review(s) for social proof; this builds trust
Closing section that comes back to the story of what your couples want and reassures them you can make it happen
Final CTA (call to action) and button linking to your contact page
Messaging and website copy tips
Now that you’ve seen the bones of an effective services page, let’s talk about the challenging part—writing persuasive copy that isn’t too salesy. And, I’m not going to lie, this is an art. But just because it’s an art doesn’t mean you can’t make revisions on your own! You just need to work toward having your copy strike a balance between selling your services and serving your potential clients. So, let’s dive into both.
In order to sell your services, the copy on your services page should:
Cover the basics. What are the services you provide? Where do you provide them? And about how much do they cost?
Have at least starting prices on your website because 78% of couples surveyed told The Knot it was important to see pricing before reaching out to a potential vendor
Include some sort of copy that makes it clear you know exactly what they want, agitates them a little bit about why it might be hard to get or what you think they are stressing about, and then ends with a statement a reassurance—specifically that you’ve got this and got their back
NOT just be a running list of the things you do in each service. It’s okay to include a few (3-5) but do not list all 100 things you do for each of your couples
Absolutely communicate your value and why you are different. It’s likely couples are comparing you to at least someone else, and if you push them to an apples-to-apples comparison, it’s going to come down to price (which is always a race to the bottom)
Ask for the sale with calls to action (CTAs) telling people to schedule a consultation, inquire, or get in touch
In order to serve your potential clients, the copy on your services page should:
Pull on some emotional strings. What strings should you pull? This is why creating customer maps for your ideal client personas and really reading through your client reviews is important—this is how you figure out what makes them tick
Use language that speaks to them because this helps you build trust. You can turn to your client reviews and look for the common words, phrases, or anecdotes people use—then incorporate them into your storytelling
Position yourself as an expert because there really is no better way to serve your couples than by being great at what you do!
Now that you have a basic content strategy to make sure your services page is really helping you sell your services, I have another article for you read. Here’s what should be on the home page of your website!
