How should you describe your services on your website?
Describe each service the way your customers would ask for it, not in trade terms. Say what is included, who it is for, how the job works from first call to finish, and what happens after someone gets in touch. Add real examples of past jobs. A customer who can picture the work and the next step is usually more likely to call than one reading a list of service names.
Use your customers' words
Customers often describe problems, not services. They search for "water coming through the ceiling", not "roof membrane remediation". Listen to how people describe the job on the phone and use those words in your headings and first lines. You can still use the trade term once, so people who know it recognize it.
One service per section, or per page if you offer several, keeps things easy to scan.
What each description should cover
- What it is: one plain sentence a stranger would understand.
- What is included, and anything commonly asked about that is not.
- Who it is for: the kind of home, business or situation it suits.
- How it works: the steps from first contact to finished job.
- How long it usually takes, if you can say honestly.
- What happens next: what the customer should do, and what you do after they reach out.
Show real examples
A short note about a real job, with a photo, does more than a paragraph of claims. Say what the problem was, what you did and how it turned out, in two or three sentences. Leave out anything the customer would not want shared, and ask before using their name or their home.
If you are new and do not have examples yet, describe the work plainly and add examples as jobs are finished. Do not borrow photos or stories from someone else.
What to leave out
- Words that could describe any business, such as "quality", "trusted" and "solutions", unless you show why.
- Claims you cannot back up, such as being the top choice in your town.
- Long histories of the company before the reader knows what you do.
- Jargon your customers would have to look up.
A quick test
Read a service description to someone outside your trade and ask them three questions: what do you get, is it for someone like you, and what do you do next. If they cannot answer all three in a few seconds, the description needs another pass.
Related answers
- What should a service business homepage say?
- Should a service business put prices on its website?
- How do you make a website trustworthy to a new visitor?
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.