An agency's service page reads: "We deliver strategic, results-driven digital solutions tailored to your business goals." A prospect reading it still has no idea whether the agency builds websites, runs ads, or both, how long a project takes, or roughly what it costs. They send a vague enquiry, or none at all.
Agency service page questions are one of the clearest signs that a website is not doing its job. When prospects keep asking "what exactly do you do?", the page has failed to say.
What prospects want to know
- What exactly is included?
- Is it right for a business like mine?
- How long does it take?
- Roughly what does it cost?
- What does working with you look like?
- Can I see examples?
These overlap heavily with the questions prospects ask before booking a call, covered in what prospects ask an agency before booking a call.
Rewriting a service page
Lead with what it is. "We design and build websites for local service businesses, from 5 to 30 pages."
Say who it is for. Types of business, sizes, typical situations.
List what is included. Design, build, content, SEO basics, training, support period.
Give a timeline. Typical range, and what affects it.
Give a price range. Or a starting point.
Show examples. Relevant case studies, as described in portfolio pages that should be answering questions.
Say how to start. A short brief, a call or a question.
Specific beats clever
Clever copy is memorable. Specific copy converts. Prospects skim, looking for signs that you can solve their problem. Plain descriptions of what you do and for whom work better than broad claims.
Answering the questions that remain
Even with good pages, prospects have specific questions. SpideyChat for agencies answers from your service pages at any hour and captures the brief, so the remaining questions do not become lost enquiries.
Coverage and location questions
Service businesses are often asked whether they cover a particular area or type of client. The same principle, stating clearly who and where you serve, applies across industries, covered in answering service area questions. Software companies face a parallel problem with integrations pages that list logos without explaining them, described in integrations page questions that stall signups.
Answering objections on the page
Prospects often have unspoken doubts: will this work for a small business, do we need to write the content ourselves, what if we need changes later? Addressing the most common objections directly on each service page, in a short "questions we often get" section, answers them before they become reasons to leave.
Showing the process
A simple outline of how a project runs, from first call to launch, reassures prospects that the agency is organised. It also answers timeline and involvement questions in one place. Four or five steps is usually enough, each with a line on what the client needs to provide and roughly how long it takes.
One page per service
Many agencies cram every service onto a single page. Separate pages for each service, with their own details, answer questions better and help search engines match the right page to the right search.
Reviewing the pages
Every quarter, look at the questions prospects asked and check each service page answers them. Update wherever the same question keeps coming up. Then try an assistant on your agency site with those questions, or see the features.