How To Create Service Pages That Rank And Convert

Creating great service pages is important for any online business. These pages are more than just lists of services; they're key to catching and keeping the attention of your visitors in a busy online world.


This guide is all about making your service pages easy to find on search engines and interesting for your visitors. We'll give you straightforward tips and strategies to improve how your pages look and work. Our aim is to help you turn these pages into effective tools that not only attract visitors but also encourage them to become customers.


If you're ready to boost your business website and turn visitors into buyers, let's start with the basics of creating service pages that are both visible and engaging..

Creating a Keyword Strategy

Keyword Strategy for Ranking Service Pages


In developing a keyword strategy for your service pages, the focus is on carefully selecting keywords that not only accurately describe your offerings but also match with what your customers are searching for. We aim to strike a balance between relevance and visibility by targeting high-volume commercial keywords—terms that are frequently searched and directly relate to your services.


For instance, if your business is a managed IT services provider, specific keywords like 'managed IT services Sydney' or 'help desk support services' would be ideal. To further refine your keyword selection, consider 'reverse engineering' your competitors’ strategies by analysing the successful keywords they use for similar services.


Our approach prioritises primary keywords, making sure that your main services gain maximum visibility, while treating long-tail keywords as supportive elements. This strategic focus ensures a more direct and competitive approach, improving the effectiveness of your content in meeting your audience's needs.


Additionally, if your business serves a local area, optimising for local searches is important. Tailoring your content to include [service] + [location] combinations, such as 'Managed IT Services in Sydney,' helps target customers searching for specific services in your area, thereby boosting your local online presence.

Strategies for Service Page Layouts

Service Page Content Structure


Setting up your service page in a clear and organised way is key to making your business website more appealing and keeping visitors interested. Let's look at how to do this effectively:


Start by making sure your page has a clear order. It should be easy for visitors to understand what you offer as they read through. For example, if you run a mid-market business, you might begin with a short overview of your services, then go into more details, share some customer feedback, and end with a clear next step for the visitor to take.


The headline of your page is very important. It's the first thing people will see, so it needs to grab their attention and quickly tell them what your service is all about. Make sure to include important keywords in your headline. For instance, 'Innovative Accounting Solutions for Growing Businesses' is a headline that tells visitors right away what you do and who you help.


Also, pay special attention to the top part of your page that people see without scrolling down. This area, known as 'above the fold,' should have the main points and benefits of your service. For a mid-market business, this could be highlighting your best service offer or a short video that explains why your service is great. This is your chance to make a strong first impression and encourage visitors to keep reading.


Our approach is to put the top 3 selling points here and a call to action. Here’s an example - Marketix's SEO Agency Sydney:

Marketix SEO Agency Sydney

Effective Use of Header Tags


Header tags are important for organising your website, just like how labels help in a store. Here’s a simple way to use them:


• Main Headline (H1 Tag): Think of the H1 tag as the big sign at the front of a store. It should clearly state what your page is about. For example, if you offer IT solutions, your H1 tag could be 'Cutting-Edge IT Solutions for Small and Mid-sized Enterprises.' This tag is where you put the main idea of your page and your most important keyword.


• Section Headings (H2, H3 Tags): These are like smaller signs inside your store that guide customers to different sections. Use H2 and H3 tags to break your content into sections that are easy to understand. For instance, an accounting firm might use H2 tags for 'Our Services' and 'Client Testimonials' to organise the page into clear parts. It’s also good to include keywords in these tags but remember not to overdo it.


Remember, only use one H1 tag per page. This keeps your website organised and makes it easier for your visitors to find what they need.


Subheadings and Body Content


When creating your service pages, it's important to focus on the subheadings and the main content. These are key to keeping your readers interested and making sure they understand what you offer.


Above the Fold Content:


The first section visitors see on your service page, the 'above the fold' content, is critical. It should immediately capture their attention and spark interest. Present your value proposition succinctly here. For example, a mid-market IT solutions firm might list their 'top 3 reasons to buy' using bullet points:


• Cost-Efficiency: Save on operational expenses.

• Personalised Support: Custom solutions for your business needs.

• Enhanced Security: Protect your data and operations.


This section sets the stage by highlighting key benefits your service offers, tailored to your customer's desires.


The Problem It Solves:


Next, address the specific problems your service resolves. This isn't just about listing issues; it’s about showing understanding and empathy towards your customers. For instance, a manufacturing business might face challenges like production delays and high operational costs. Describe these problems in detail, showing that you understand the real challenges your customers encounter.


The Solution:


Finally, present your service as the solution. Explain how it works and its advantages, using simple language and visuals for clarity. Address common questions and concerns. For the manufacturing business example, detail how your service streamlines production, reduces costs, and improves efficiency. Emphasise any unique aspects of your service, like special guarantees or additional benefits, to distinguish your offering from competitors.


In this section, it's about making sure your customers leave with all their questions answered, understanding fully how your service can be the solution they need.


Creating Informative Service Descriptions


When writing descriptions for your services, think of it like you’re making a business pitch. Your aim is to grab the attention of your audience and give them all the important details about what you offer. It's about telling a story where your service is the main attraction, highlighting what makes it special and how it meets the needs of your customers.


For instance, imagine you have a manufacturing business. Your service description should clearly point out the benefits, like how you improve efficiency, save costs, and ensure high quality. Use clear and engaging language to explain these benefits, showing how your service solves common problems.


Here's an example from Marketix Digital: 

Why Choose Marketix Technical SEO

Don't forget to mention what makes your service different and better than others. This might be advanced technology, outstanding customer support, or unique features you offer. For example, if your manufacturing process uses the latest technology, explain how this leads to faster production and consistent quality, which adds more value for your clients.


This way of describing your services does more than just inform; it convinces your audience about the benefits and unique value of choosing your service, making it more likely they will want to work with you.

Techniques for Visibility

On-Page SEO Techniques


Making your service page easy to find online is important, and that's where on-page SEO comes in. It's all about tweaking your page so it gets noticed by potential customers. Let's look at some key things you can do:


Meta Titles, Meta Descriptions, and URL Structures


Meta titles, meta descriptions, and URL structures are important parts of your website's on-page SEO. They help make your page both visible in search results and appealing to potential customers.


• Catchy Meta Titles: Think of your meta title as a headline. It should grab attention with the right keywords and quickly tell what your service is about. For example, a shop selling eco-friendly products might have a meta title like 'Eco-Wonders - Sustainable Solutions for a Greener Tomorrow.' It’s short, to the point, and gives a clear idea of what the business offers.


• Engaging Meta Descriptions: This is like a brief advertisement for your page. It should give a snapshot of your service’s benefits and make people want to know more. A technology company, for instance, could have a meta description that says: 'Discover our advanced software for better efficiency and growth. Learn how our tech can upgrade your business.'


• Clear and Descriptive URLs: Your URL is like your online address. It needs to be easy to understand and reflect what your page is about. For a travel agency specialising in eco-friendly tours, a URL like '' is perfect. It’s straightforward and tells what the page offers.


It's best to keep meta titles under 60 characters and meta descriptions around 155 characters to fit well in search results. These are small but powerful ways to draw the right people to your service page.


Image Optimisation


Optimising images is an important aspect of on-page SEO, making sure that they are not only visually appealing but also enhance the user experience on your webpage. This section outlines key strategies to make your images both attractive and functional for a smooth user experience.


• Compress and Optimise Images: Use tools like Squoosh, TinyPNG, and ImageOptim to compress your images. Compressed images load faster, providing a quicker browsing experience. This boosts user satisfaction and improves your site's ranking on search engines. Squoosh is a free web app by Google, TinyPNG offers free and premium options, and ImageOptim is a free Mac application.


• Descriptive File Names and Alt Tags: These elements are essential for accessibility and SEO. They help both users and search engines understand your images. For instance, a manufacturing company with an image of a CNC machine should use a descriptive file name like 'Custom-CNC-Machine.jpg' and an informative alt tag such as 'High-Precision Custom CNC Machine for Manufacturing.' This practice makes your images more informative and easier to find, improving your page's SEO and accessibility.


• Relevance and Aesthetics of Images: Choose images that are not only beautifully crafted but also relevant to your services. This is similar to displaying attractive products in a shop window. For example, a real estate agency should include high-quality, relevant images in their property listings. Using clear file names and alt tags like 'LuxuryBeachfrontVilla_view1' not only attracts potential buyers but also boosts your search engine rankings.

Strategies for Service Pages

Design Elements for Service Pages


The look and function of your service pages are very important. They represent your brand and leave an impression on your customers. When designing these pages, aim to create a space that shows off your brand in the best way.


Your service page should be attractive and easy to use on all devices, including mobile phones and tablets. The layout needs to be simple and clear so that visitors can easily find what they need. For example, a well-designed page, like the Marketix’s SEO for IT Services page, is both good-looking and easy to navigate.


Here’s an example: 

Marketix SEO for IT Services

Adding visual content like quality images, videos, and infographics is a great idea. These elements help explain your services and can make complex information easier to understand. It's important to have a good mix of text and pictures to keep the page interesting and informative.


Also, make sure your page works well on different devices. As many people use their phones or tablets to browse the internet, your page should be easy to view and use on these devices, just like how you'd offer good customer service to everyone.


By focusing on these design elements, you'll make your service pages not only nice to look at but also effective in sharing your brand's message and meeting the needs of your audience.

Establish Trust on Service Pages

Building Trust and Credibility


Creating trust and confidence in your service pages is key to attracting customers. Here’s how you can do it effectively:


• Client Testimonials: Add reviews from satisfied clients, especially those who are well-known in your industry. For example, if you offer business-to-business (B2B) services, include feedback from managers or executives at known companies. Use their real names, job titles, and company logos to make these testimonials more believable.


Here’s an example of a Client Testimonial: Marketix’s Client UNO Home Loans

Marketix Client Testimonial Uno Home Loans

• Case Studies: Share detailed stories of how you’ve solved problems for businesses similar to your customers. Describe the challenge, your solution, and the positive results. For instance, if you helped a retail business improve its online presence, share that story and the outcomes.


• Industry Certifications and Awards: Show any awards or certifications that are important in your industry. If you're a technology company, you might highlight your software development certifications or innovation awards. Explain why these are significant, especially for businesses in your market.


• Social Proof and Trust Badges: Display ratings and recommendations from other well-known businesses and industry groups. Also, include badges that prove your website is safe and secure. These elements are like endorsements from the wider business community, making new customers more likely to trust you.


When you add these elements to your service pages, you’re showing potential customers that they can trust and rely on your services. Remember to keep the layout clear and easy to understand, so your page looks professional and inviting.

Creating Service Pages That Rank And Convert

Crafting Effective Calls to Action (CTAs)


Creating compelling Calls to Action (CTAs) is crucial for the success of your service page. CTAs serve as guides, encouraging visitors to take specific, desirable actions.


To maximise their effectiveness, strategically place your CTAs throughout the page. Use persuasive language that motivates immediate action and conveys the benefits of doing so. For instance, a CTA at the top of the page might invite visitors to learn more about a service, while one near the end could encourage a sign-up or contact inquiry.


Ensure that your CTAs are clear, visually striking, and easy to find. Use contrasting colours and a size that stands out without overwhelming the page design. The visual appeal of a CTA can significantly influence its click-through rate.


Tailor your CTAs to align with the stage of the buying journey your potential customers are in. For early-stage visitors, a CTA like 'Discover More' can be effective, while for those closer to making a decision, 'Get Started Today' with a sense of urgency can be more appropriate. Regular A/B testing of your CTAs helps identify which versions resonate best with your audience, allowing you to refine and improve conversion rates continually.


Remember, the goal of your CTAs should align with the overall objective of your service page. Whether it's to gather leads, provide information, or drive sales, your CTAs should clearly reflect this goal, guiding your visitors towards the desired outcome in a user-friendly and visually appealing manner.




To sum up, making great service pages that show up in search results and get visitors to act isn’t just about one thing. It’s about putting together a bunch of smart steps. This includes picking the right keywords, organising your content well, using SEO tricks, designing your pages nicely, building trust, and making strong calls to action.


But remember, getting your service pages right is an ongoing task. You have to keep checking and improving them. By always working on making the user experience and search engine rankings better, you’ll keep attracting and engaging the people you want to reach. Staying committed to making these improvements is what will help your business grow and succeed in the long run. So, keep at it, and you’ll see the results of your hard work.


Want to make your service pages better and get noticed online? 


Marketix Digital, an experienced SEO agency in Sydney, can help. 


We know how to create service pages that rank high on search engines and persuade visitors to become customers. Don't miss this opportunity to improve your online presence and grow your business. 


Contact us today for a free consultation, and let's discuss how we can make your service pages more successful.