Content
How to write a service page that converts
Name the service the way buyers say it, state what it costs, say what is included and excluded, show proof, and give one clear next step. Most service pages fail because they describe the provider rather than the outcome.
Before you start
- Clarity about what you sell and what it costs
- Real examples of the work
The steps
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Step 1: Use the buyer’s words in the h1
What they would search for, not your internal service name.
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Step 2: State the outcome immediately
What they get, in a sentence, before any process description.
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Step 3: Publish a price or a range
Even "from £X". Pages with no price lose buyers who assume they cannot afford it.
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Step 4: List what is included
Specifically. Vagueness reads as an intention to bill for extras.
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Step 5: List what is not included
This builds more trust than the inclusions list, and prevents disputes.
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Step 6: Show proof
A named client, a measured result, a live URL. Unattributed claims count for nothing.
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Step 7: Answer the objections
Timeline, revisions, ownership, what happens if it goes wrong.
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Step 8: Give one next step
One primary action. Three competing calls to action produce fewer enquiries than one.
Why publishing prices works
It filters. Enquiries arrive from people who have already accepted the level, which raises close rate and removes the conversation nobody enjoys. The buyers you lose were not going to buy.
The exclusions paragraph
Saying plainly what is not in scope reads as confidence and prevents the most common source of project conflict. It is the section most service pages omit and the one buyers value most.
The background behind this
The 35 types of SEO, explained without the padding covers the reasoning in about 6 minutes — free, ungated, written from client work.
Who wrote this
Anas Bin Masud builds e-commerce sites and does technical SEO for businesses in the UK, Canada, Ireland and Pakistan. These procedures are the ones I run on client work, written down rather than invented — including the ones where the honest answer is that the fix is not available on your current hosting.