Writing effective service descriptions is essential for any small business looking to convert website visitors into loyal customers. Whether you’re a personal trainer, a consultant, or a home repair expert, your service descriptions should clearly communicate what you offer, why it’s valuable, and how it solves your audience’s problems. But it’s more than just listing your services—it’s about crafting descriptions that resonate, engage, and ultimately drive action.
If you’re working with platforms like Wix or Squarespace, you already know that these website builders make it easy to create a professional-looking site. But it’s your service descriptions that need to do the heavy lifting when it comes to converting visitors. In this post, I’ll break down why well-written service descriptions are so important, show you how they impact SEO, and give you practical tips to improve your service listings. I’ll even throw in a few examples from small businesses that get it right!
Why do service descriptions matter?
First impressions count
Your service description is often the first in-depth introduction potential customers will have to what your business does. A well-crafted description not only outlines what you offer but also positions you as the expert in your field. When your service description is clear, engaging, and concise, visitors will have a better understanding of how your business can help them—leading them one step closer to becoming paying customers.
Think about it this way: If your service descriptions are vague, full of jargon, or too short to provide real information, you’ll lose trust fast. According to research from Stanford University, 75% of people judge the credibility of a company based on its website. Inaccurate or unclear service descriptions can lead potential customers to click away, unsure if you can meet their needs.
There's SEO benefits of well-written descriptions
Effective service descriptions don’t just help your visitors—they also help search engines understand your website. By writing detailed, SEO-friendly descriptions, you increase your chances of ranking higher in search results for keywords relevant to your business.
For example, if you’re a “personal trainer in Los Angeles,” a service description that includes those specific terms will help your site show up when someone searches for that phrase. Additionally, adding location-specific keywords (e.g., “Los Angeles personal trainer for women”) and industry-specific terms (“weight loss coaching” or “strength training”) will help you get noticed by local customers.
Incorporating keywords into your service descriptions is essential for Squarespace SEO and Wix SEO, but it’s also important not to overdo it. Focus on writing naturally and putting the reader first—Google is smart enough to rank you for relevant searches without keyword stuffing!
Building trust and reducing bounce rates
A well-written service description also reduces your website’s bounce rate. If people visit your site, scan your service page, and feel unclear about what you do or whether you’re the right fit, they’ll leave without taking action. Clear, informative descriptions build trust and give visitors confidence that your services can meet their needs.
So how can you write effective service descriptions?
Here are five practical tips to help you write compelling service descriptions for your small business website:
1. Lead with the benefits, not just features
It’s easy to get caught up in listing what your service includes, but the real question your visitors want answered is, “How does this help me?” Focusing on the benefits of your service will resonate more deeply with potential clients.
For example, if you’re a dog trainer, don’t just say “We offer obedience training.” Instead, try: “We provide expert obedience training that helps your dog become a well-behaved companion, so you can enjoy stress-free walks and a harmonious home life.” Highlight how your services improve their life or solve a problem they face. Start each description with a strong benefit statement. This gives potential customers an immediate reason to keep reading.
2. Be specific and avoid jargon
While you want to showcase your expertise, avoid technical language or industry jargon that might confuse or alienate your audience. Be clear, specific, and keep your descriptions easy to understand. When your audience can quickly grasp what you offer, they’re more likely to trust you and move forward.
For example, instead of saying, “We offer comprehensive cloud-based business solutions,” try: “We help businesses streamline operations with easy-to-use online tools, so you can save time and focus on growth.”
Tip: Ask a friend or family member who isn’t familiar with your industry to read your service descriptions. If they’re confused, rewrite them to be clearer and more straightforward.
3. Use social proof or testimonials
One powerful way to make your service descriptions more persuasive is by including social proof, like customer testimonials. Seeing that others have had a positive experience with your business can reassure new visitors and increase their trust in your services.
Try asking your (happy!) clients for short, specific testimonials that explain how your service helped them. Incorporate these into your service descriptions using blocks or sections. This will make your page more credible and relatable.
4. Optimise for mobile users
I know, I know. I mention this in every blog post. BUT, with more than 50% of web traffic coming from mobile devices, it’s essential that your service descriptions are easy to read on small screens. Avoid long paragraphs and break up text with headings, bullet points, and white space. This makes it easier for mobile users to scan and absorb information quickly.
Make sure text is broken up into bite-sized chunks, and that your call-to-action buttons are large enough to tap easily.
5. Include clear calls-to-action (CTAs)
Your service descriptions should always lead visitors to the next step—whether that’s scheduling a consultation, booking an appointment, or making a purchase. A strong call-to-action tells visitors what to do next and makes it easy for them to take that action.
Instead of vague phrases like “Learn more” or “Contact us,” use action-oriented CTAs like “Book your free consultation now” or “Schedule a call to get started.” These not only sound more engaging but also guide visitors toward conversion.
Make sure every service description ends with a clear, actionable step for visitors to follow.
Ready to nail your service descriptions?
Writing effective service descriptions is all about communicating clearly, addressing your audience’s needs, and guiding them toward taking action.
As you continue to refine your service descriptions, don’t forget to test and update them regularly. If you’re using Wix or Squarespace, tweaking your text is easy, and small improvements can make a big difference in how customers engage with your business.
Remember, the goal of your service descriptions isn’t just to inform—it’s to persuade, engage, and convert visitors into customers. If you’re unsure how to get started, reach out to us today for some inspiration or support.
Happy writing!