Your service pages are some of the most important parts of your website! This is where prospective clients will go to find more information about what you offer — your products, your services, your packages, and the like. This means they need to be properly optimized to get you more leads and sales. 

In this article, we’re going to highlight 5 different ways you can ensure your website’s service pages get results. Let’s break it down.

Highlight your credentials and achievements

If you can show your prospective customers that you’re good at what you do, they’ll be much more likely to spend money with you. So, start shouting about your achievements from the rooftops! You can do this by highlighting the great results your customers have gotten, talking about your industry accolades, or outlining your credentials. 

For inspiration, take a look at how Florin Roebig, a trial attorney firm, showcases their achievements on their service page for auto accident legal help

At the top of the page, they outline some of their best case verdicts, highlight how much compensation they’ve won for their clients, and mention an award they received from the U.S. News & World report. 

This is a great strategy for a law firm, as people who are looking for legal help are going to want to make sure that they’re contacting someone that’s going to get the results they want. These accolades and achievements prove that Florin Roebig consistently helps their clients to win in court, which is sure to earn their prospective clients’ trust. 

Similarly, take a look at how Achievers, an employee recognition software company, showcases how they are trusted by leading brands — something that is quite the accomplishment! On their service page for their employee engagement software, they have testimonials from leading brands (who are also clients) that prove Achievers is trusted by companies that have been around for decades. 

If you have concrete evidence that you’ve gotten great results for previous customers, or trusted names use and love your services, make sure website visitors know. This can go a long way towards boosting your sales. 

Encourage purchases with a strong call-to-action

A call-to-action (CTA) is a short word or phrase, often on a button, that tells the viewer what to do next. This can give them an extra push to subscribe or make a purchase and directly impact your conversion rates.

Here are a few tips to help you create a strong CTA:

  • Use a strong verb
  • Make your CTA stand out with a contrasting color
  • Tap into a customer’s fear of missing out
  • Use your brand voice
  • Show your value

Some of these tips will work better than others for different companies. Consider running an A/B test to figure out which gets you the most conversions.

Now, let’s take a look at some examples of effective CTAs to give you inspiration for yours. 

Take a look at how Looka, a company that helps companies design their branding, has created a strong CTA for their logo maker page. Because Looka is an AI program, prospective customers can simply go on their website and click to get started for free. Their CTA, featured on a bright purple button, says “Let’s make a logo!” which indicates to the customer that it’s a quick, fun process, and gets them excited.

Or, take a look at how Vieo Design shows their value with a CTA on their digital marketing services page. There is a stand-out CTA on a bold red background, and the first thing you notice is that you can get a free consultation. Who doesn’t like free stuff? 

The CTA itself is “contact us,” but it’s the supporting copy that really shines. With a quick glance, you can see a phone number, a contact button, and the fact that an initial consultation is free.

When you’re creating calls-to-action for your service pages, make sure that they stand out, reflect what you’re offering, and are accompanied by some very convincing copy. It won’t be long before you start to see more conversions. 

Humanize your business with effective imagery 

If people can put faces to your business, they’ll feel much more connected to it, and your website imagery can help with this. Consider how you can use stock photos, photographs of your employees, or pictures of your company in action. This will help humanize your business and encourage visitors to invest in your products or services.

Take a look at how Guardian Home Care, an elder care company based out of Toronto, humanizes their business with the imagery on their elder care service page. Elder care can be a touchy subject; people are often nervous to put themselves or their loved ones in the care of others. But their imagery shows a nurse and an elderly woman smiling and working together.

This makes it very clear that Guardian Home Care is friendly, trustworthy, and cares about their customers. This puts the viewer at ease, thus leading to more sales. If you run a business that centres around people’s wellbeing, think about how you can make it very obvious that you truly care about the people you serve. 

Or, take a look at how H&R Block, a tax preparation company, humanizes their business by showing off a photographer on their small business bookkeeping page. This image shows a smiling man, presumably a photographer, with his camera. 

This type of image will help a viewer to imagine how H&R Block can help take over the bookkeeping for their own small business and free up their time. This humanizes their business and encourages the viewer to convert.

If you can humanize your business through your service pages, it can do wonders for your conversion rate. Think about whether you could include images and videos of your staff, behind-the-scenes content, or images of people who represent your target audience. It can be very effective. 

Target the right keywords so you reach the right people 

It’s time to roll up your sleeves and do a bit of keyword research. This is the process of identifying and targeting the relevant keywords people are typing into search engines. This will help ensure that your service pages rank for the right queries, bringing you more quality traffic, which will lead to more sales. 

If you’re looking for a free keyword research tool, Google Keyword Planner is a good place to start. Begin by brainstorming a list of topics and words that are relevant to your business. Plug some of these into the tool and then Google will provide you with related keywords, along with their average monthly search volumes and levels of competition. Use the most appropriate keywords on your service pages in the body copy, headers, titles, and the like; this will give your search engine optimization (SEO) a boost and help get you more customers. 

When choosing which keywords to use, try to find a good balance between competitiveness and search rate. You want your targeted keywords to have a good amount of search traffic to help you get more customers but, if they’re too competitive, you might not be able to break onto the top search engine results pages (SERPs).

Keep in mind that you can’t just shove a bunch of different keywords into a single page and assume you’ll rank well for all of them. Actually, Google will likely penalize you for keyword stuffing in this way. Weave keywords into your content naturally instead.

Make it incredibly easy for customers to contact you

If prospective customers have a question or concern, they’ll want to get in touch with you. If it’s difficult to do this, they might leave before making a purchase. Make sure it’s clear to your visitors where they can go to get in touch with you.

Additionally, you should provide multiple contact options if you want to cater to as many customers as possible. For instance, older people tend to prefer email or phone customer service, while younger people often prefer live and social media messaging. Try to find a balance between how many channels you would like to offer and how much your team can handle without being spread too thin.

TUNE, an affiliate marketing platform, makes it easy for a customer to get in touch by utilizing a live chat service. 

When you visit their website, there’s a chat box that pops up in the bottom right-hand corner and this follows you around the page. If a visitor has questions, they can easily plug them into the chatbox to get answers. This is a great way to help people on demand! 

Influencer and partner marketing isn’t a new concept, but it’s blown up in the last few years with the rise of platforms like Instagram and TikTok. Businesses that are new to this realm of advertising could have a lot of questions about how a service like TUNE could help them streamline their processes. So, by offering a live chat service that can connect a viewer to a customer service representative within seconds, TUNE makes things easy for their potential users and can secure more sales as a result. 

Think about what types of questions people might initially have about your business. Live chatbots can connect users to FAQ pages, product pages, and the like before directing them to a service rep. It’s helpful, easy, and good for securing sales.


Your service pages are a vital part of your website. People who land on them are already interested in your services — now you just have to seal the deal. In this article, we outlined five different ways you can maximize your service pages to help them get results. Here’s what we broke down:

  • Shout about your achievements
  • Create strong CTAs
  • Humanize your business with your imagery
  • Target the right keywords
  • Make it easy to get in touch

Get to work and it won’t be long before you start to see the results.

Author bio & headshot:

Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.