The website has become the primary sales tool, the first impression for potential clients, and one of the most important ways to establish credibility and professionalism.

‍And yet many business owners don’t realize how important it is for their website copy to be strong. Your website copy must do more than just list information about your past projects when you’re selling a service. Writing excellent website copy will help your business in the following ways:

  • ‍It convinces people to hire you instead of someone else — or just move on.
  • It gives people an idea of what working with you will be like (and how much they can expect to pay).
  • It shows off your personality and establishes a connection between you and potential clients.


Don’t expect people to pick up on what your business is all about just by glancing at your home page. Instead, you need to tell them in detail what your company does and why they need you.


A value proposition is just a way of asking: what do we do for our customers? How do we make their lives better?

‍A value proposition is a statement of a customer’s tangible results from using your products or services. For example, if you sell widgets online, your value proposition might be: “Fast shipping at low prices.” You can also use this format for your service business: “Get more clients than ever before by signing up for our weekly newsletter.”

Before you sit down to write your value proposition, brainstorm a list of the top benefits of working with you. Again, specificity is critical here — don’t just make a list of vague promises like “I’ll make you more money!” Instead, think about the tangible results you can guarantee for your clients, such as:

  • Increased productivity for their business
  • More time for them to focus on other tasks/projects
  • Long-term financial security as a result of your services
  • Improved marketing strategy/better marketing copy
  • Improved employee morale as a result of better workplace management


Your website copy should advocate for your services and their benefits, and it should make readers feel the stakes of not working with you.

Show them the stakes of not working with you

If you want people to call you and work with you, they’ve got to be convinced that you are the person who can solve their problem. So your website copy has to show them the stakes of not working with you and why your solution is better than anything else out there.

‍Copy should inflame the fire so that your prospects are compelled to do something — like hire you or sign up for a consultation.

What pain do you help customers avoid? What pain are they currently dealing with that you can help them avoid?

Some examples are:

  • wasted time
  • frustration
  • loss of status
  • lost business
  • losing to the competition

Show them how their problem will persist or worsen if they don’t choose your product or service.

‍It’s pretty simple, but it can be hard to do well.

‍Many service businesses make the mistake of putting all the focus on themselves: what they do, how long they’ve been doing it, how great they are. They write about their years of experience in the industry, their prestigious degrees, and awards — stuff that makes them sound impressive but doesn’t actually move the needle with prospective clients.

‍The truth is that people don’t care about all that stuff. They just want to know if you can help them get results or fix a problem.

‍So it’s important to write copy that focuses on your client’s pain points and shows them how working with you will help them solve those problems.

‍Pain points are the problems that they want help solving. From there, you can show them how working with you will help them solve those problems and get the results they want.

Show your customers how you solve their problems

If you own a service business, your customers are looking for you to solve one problem: theirs. Therefore, your website copy should have one goal: to show how your service solves their problem with your unique benefits.

‍Here’s how to do that.

First, make sure you’re speaking to your ideal customer.‍

If you’re not clear on your ideal customer, it’s time to write a buyer persona. A buyer persona is a fictional representation of your perfect customer. You can use this buyer persona to guide your marketing efforts’ tone and approach.

A persona can include:‍

  • age
  • pronouns
  • location
  • hobbies
  • income
  • goals and desires

‍If you don’t know who will benefit most from what you sell, it’s going to be hard for you to wrap those benefits into your copy. This is the difference between talking about what you do (in general) and what you do (for them in particular).

‍Once you know who your ideal customer is, describe the problem they want to be solved by using the words they’d use.

Use the benefits of your product to address your customer's pain points

Features are what your product does, and benefits are what your product does for your customers.‍

Feature: This car gets up to 40 miles per gallon

Benefit: This car will help you save money on gas while you’re zipping around town.

Features exist but don’t matter to the customer; benefits are what the customer wants. So when writing website content for your service business, write using benefits instead of features. Your customer doesn’t care about whether or not you have a system that can do something—they want to know how they will benefit from using it.‍

Show how the benefits of your service relieve their pain points.

Show your customers the simple step-by-step process of how your service works

There’s one thing that will make customers stop and pay attention when they hear about your service: simplicity.

‍When a customer is trying to understand the process of how your service works, it’s not just enough to describe it — you need to show them.‍

One of the best ways to do this is by using step-by-step copy on your website.

‍Step-by-step copy shows precisely how your service works, making it easy for customers to picture themselves using it.

‍For example:‍

  • schedule a consultation
  • one of our experts will create a custom quote
  • upon approval, we’ll begin the installation
  • sit back and enjoy your new patio

‍You’ll likely find that people are more comfortable signing up for your services once they understand what’s involved.

Don't talk about yourself too much

When you’re selling services, it’s tempting to write a lot about yourself. After all, that’s what your customers are buying: you.

‍But if you go too heavy on “I,” “we,” and “us,” you risk alienating your audience. You want to engage with them, not talk over their heads.

‍Using the second person — in other words, talking to people as “you” — is a powerful way to connect with your reader. It can help them feel understood on a deep level like you’re speaking directly to their pain points and concerns.

‍The second person is particularly effective for conversational copywriting. A more casual tone can help put your reader at ease and make them feel less pressure to buy from you.

Include a brief call to action that encourages the visitor to contact you for more information

A brief call to action lets your visitors know what you want them to do. An example of a quick call to action would be, “Contact us today, and we’ll set up a time for a free consultation.” This lets your visitors know exactly what they need to do if they are interested in contacting you.

‍The most crucial goal of any call to action is to get the reader to take action, and clicking on a link is one of the most straightforward actions for them to take. You have only a few seconds before the reader clicks away. Hence, you need to make sure your copy is clear, direct, and easily digestible.

Go out there and win some business

This article has identified some critical elements of compelling website copy for service businesses. Hopefully, it will help you to write your own. Then, with the right approach, you can use your website copy to grab the attention of potential customers, win new business from them, and expand your customer base.

‍If you need help with your website copy, reach out, and let’s talk about how Hakuna Group can help.