You run a service business and you're wondering what your website should include? Many business owners make the same mistake — they create a site that looks nice but doesn't bring in clients. This article shows you what really matters.
1. A clear statement of what you do
This sounds obvious, but many sites fail here. A visitor should understand within 3 seconds:
- What the business does
- Who the offer is for
- Why they should choose you
Avoid vague phrases like "comprehensive services of the highest quality". Be specific: "Physiotherapy for athletes in London" or "Websites for small businesses — from €350".
2. A list of services with descriptions
Each service deserves its own description — short but specific. What does it include? How long does it take? Who is it for? This kind of description helps clients make a decision and builds trust.
3. Pricing or price ranges
Many businesses avoid showing prices for fear of competition. That's a mistake. Clients who see a price are more decisive — and less likely to enquire just to compare. If you don't want to show exact prices, write "from €X" — that's enough.
4. Client testimonials
Nothing builds trust better than real client reviews. Three to five short quotes with a name (or initials) and company name is enough. If you have Google reviews, you can simply quote them.
5. A contact form or CTA button
A client ready to get in touch needs to find it very easily. Contact form, phone number, email address — all visible without searching. Ideally, a "Request a quote" button should be visible on every page.
6. Information about the business
Who are you? How long have you been operating? What sets you apart? A short "About me" or "About us" section with a real photo makes a huge difference — especially in trust-based industries (medicine, law, finance).
7. Basic SEO
The site needs to be visible on Google. That means:
- Page titles with relevant keywords
- Meta descriptions for each subpage
- Fast loading (under 3 seconds)
- Mobile responsiveness
What to avoid?
- Auto-playing music or video
- Too many animations slowing down the site
- Content written for SEO rather than for people
- Contact details hidden or hard to find
A good service website isn't a work of art — it's a tool that should bring in clients. If you'd like to check whether your site is doing that — get in touch.