Web Design Tips for Crafting A High-Converting Service Page

By Gavin Kilgallon on Wednesday, 2 April 2025

Beyond your home page, the service page on your website will likely be the most important. This is where visitors will head to find out more about what your business offers. Depending on your type of business, you may have multiple service pages. For example, we are a web design agency, so we have pages that cover our different services: web design, branding​​​​​​, website development​​​​​​, eCommerce design and development​​​​​​, search engine optimisation (SEO)​​​​​​, ongoing support and maintenance, etc. 

If you design these core pages wrong, you will not engage with your visitors, increase your bounce rate, and lose potential business. Get it right, and the benefits can be enormous.

Hubspot suggests that creating a well-optimised service page can increase conversions by up to 30%. With over twenty-five years in the web design industry and having worked with hundreds of clients, ID Studio would not be surprised if the numbers were higher in many circumstances.

In this article, our web design company will share what we learned about creating a service page that converts and stands out from the competition.

Define The Goals & Objectives

As with all areas of your website, it is essential to define goals and objectives so that you focus on what is important. Your services must effectively convey what your business offers, including the main benefits, USPs,  and differential factors that show why visitors should engage with you rather than another business. You need to define what makes your service unique and so appealing. The web design team must then translate these core points into the design.

Create An Attention-Seeking Headline

A headline is often one of the first things visitors will see or notice. Therefore, it must grab their attention, sparking interest, value, or curiosity to encourage further investigation. At ID Studio, we follow a five-point plan when creating headlines:

1. Clarity: Ensure the headline instantly communicates what the service is and why it matters. Avoid vague or overly clever phrasing that might confuse visitors.
2. Value Proposition: Highlight the benefit or outcome your service delivers. Focus on what’s in it for the customer - e.g., saving time, increasing revenue, or solving a specific problem.
3. Emotion or Urgency: To draw people in, tap into emotions like excitement, curiosity, or urgency. Words like “Boost,” “Unleash,” “Now,” or “Finally” can create a sense of immediacy or desire.
4. Uniqueness: Differentiate your service from competitors. If there’s something special about your offering (e.g., speed, affordability, innovation), hint at it in the headline.
5. Keyword Relevance: It is good practice to include your search engine optimisation (SEO) terms naturally with your headings. For example, ID Studio is a web design company, so we would include those keywords in our headings where appropriate.

Why Should Visitors Choose Your Service?

One of the most important points you must make to site visitors is why they should use your services instead of your competitors'.

To help with the decision-making process, you need to highlight your core USPs and simultaneously build trust in your business. Some potential ways of achieving this include the following:

1. Use Proof: Include stats, testimonials, client base, case studies, awards, and accreditations.
2. The Use Of Visual Aids: Include charts, icons, and relevant imagery.
3. Preempt Issues: Address any concerns or issues potential customers might have.
4. List USPs: Showcase the advantages of your service and business. Use comparisons if applicable.
5. Don’t Overcomplicate: Keep it simple by not overloading users with information.
6. Continuously Review: Keep testing and improving, and use Google Analytics to better understand user intent.

Incorporate Call-To-Action Triggers

Clear directions can help nudge users in the right direction. Without them, users might be interested in your services but unsure how to proceed to the next step (purchasing, booking, form completion, enquiry, etc.). A call to action trigger pushes them in the right direction. So, what makes a good call to action?

1. Create A Sense Of Urgency: Use CTAs, such as ‘Book Now’ or ‘Only Ten Places Left.’
2. Keep It Simple: Use clear and concise language, and do not overwhelm the user with too many choices or options.
3. Incentivise: Include a motivation such as ‘First 50 Enquiries Receive A Free Appraisal’.
4. Make It Stand Out: Don’t hide it away, make it obvious and stand out.

Don’t Overload Visitors With Too Much Information

People are busy and don’t want to spend unnecessary time ploughing through information. Keep your information concise and sharp. Additional non-essential information can be included in the following ways so you don’t overwhelm potential clients:

• FAQs section. Addressing any common questions or concerns.
• Provide resources such as manuals or videos.
• Case studies and past projects.
• Industry recognition.

Summary

Here is a handy checklist of what we have discussed. Focus on these points, and you should be able to create a high-converting service page that turns visitors into customers.

1. Focus on Goals: Start by determining exactly what your service page wants to achieve. What makes your service unique?
2. Catchy Headlines: Your headline is the first thing people see, so make it clear, valuable, and exciting.
3. Why You? Tell visitors why they should choose you over the competition. Back it up with proof, like testimonials or awards.
4. Clear Actions: Guide visitors with clear calls to action triggers. Tell them what to do next with a sense of urgency or a little incentive.
5. Keep It Simple: Don't overwhelm people with too much information. If you have extra details, put them in FAQs, case studies, or resources.

Contact ID Studio to see how we can help with all your web design needs.