You sit down to explain what you do and suddenly start writing like a corporate brochure from 2008.
“We provide bespoke solutions to empower your business journey.”
Do you actually say that out loud? I doubt it. The good news is that your service page doesn't need to sound impressive. It needs to make the right person think, Yes, that's what I need, and I understand how this works.
Here's a way to write it without squeezing all the personality out.
Start with the conversation you already have
Think about the last time somebody asked what you do. What did they say they were struggling with? How did you explain the service in your own words? What question did they ask before they bought?
Write those answers down before you open a blank page. Real questions make better copy than a list of fashionable marketing phrases.
For example, a client might say, “I have a website, but I don't know what to put on the services page.” Your page can answer that plainly. You don't need to rename the problem “digital messaging misalignment”.
Use a structure your visitor can follow
You don't have to write every service page in the same formula, but these six pieces usually help:
1. Say what the service is and who it's for
Put the answer near the top. “One-to-one WordPress help for business owners who want to make changes without breaking their site” tells a visitor more than “Your next chapter starts here”.
2. Describe the problem in their language
Be specific, without making them feel daft. “You know the change should take five minutes, but you're worried one wrong click will wreck the layout” feels more real than “Are you experiencing technological challenges?”
3. Explain what you actually do
What happens during the service? Is it a call, a review, a written plan, a finished page or ongoing support? Tell them what they'll receive and how the process starts.
4. Show the useful outcome
Focus on what they'll be able to do or understand afterwards. Keep it honest. “You'll know which three changes to make first” is a stronger promise than “Your business will explode overnight”.
5. Answer the objections you've heard before
Do people ask whether they need an existing website, how long it takes or whether they need technical experience? Answer those questions on the page. An FAQ can be useful, but the crucial information should also appear where someone needs it.
6. Give one clear next step
Tell them exactly what happens when they click. “Book a 60-minute session” or “See what's inside the Academy” is easier to act on than “Discover your potential”.
Replace vague phrases with details
Here's what a simple edit can do:
| Instead of this | Try this |
|---|---|
| “Tailored solutions for your unique needs” | “We'll look at your current website together and choose the changes that matter most.” |
| “Seamless end-to-end support” | “I'll explain each step in plain English and give you a list you can work through afterwards.” |
| “Take your online presence to the next level” | “Make it easier for visitors to understand your services and enquire.” |
The second column isn't fancy. That's why it works: a real person can picture what happens.
Let your personality show, but keep the meaning
You can be warm, funny, direct or a bit cheeky. You don't have to write like everybody else. Just make sure a new visitor can still understand the point on their first read.
Try reading each paragraph aloud. If you'd never say it to a customer, change it. If you've written a paragraph that sounds wonderful but doesn't answer a question, cut it or move it elsewhere.
And please don't let an AI tool invent the details of your service. It can help organise your notes or show you where you've been vague. You still need to supply the facts, your judgement and your voice.
A quick exercise for your own service page
Finish these sentences without using the words bespoke, empower or solutions:
This is for someone who ______.
They are struggling with ______.
We will ______.
Afterwards, they will have or know ______.
The first step is ______.
You now have the bones of a service page. Turn each answer into a short section, add a real example or testimonial, and test whether somebody unfamiliar with your business understands it.
Clear writing isn't boring. It gives your personality room to land because your visitor isn't busy trying to decode what you sell.
If you want help creating pages you can confidently edit yourself, join The WordPress Academy. You'll find practical website and content guidance alongside WordPress, Divi, SEO and AI training, with support when you get stuck.
