A service page should tell one kind of customer everything they need to decide on one service: what it is, who it is for, what is included, what it costs or what the price depends on, how long it takes, what happens step by step, proof that you do it well, answers to common questions, and one clear way to book or ask. Write it in plain words, put the price and the action near the top, and give each service you sell its own page if customers search for it by name.
Service pages often bring in more search visits than the homepage, because people search for the service rather than the business.
What should a service page include?
| Section | What to write | Example (hair colour) |
|---|
| Headline | The service and, if local, the area | Balayage in Leith |
| First paragraph | What it is, who it suits, price, how long | A hand-painted colour that grows out softly. From £120, about three hours. |
| What is included | The steps and what the customer gets | Consultation, patch test, colour, toner, cut and finish |
| Price | A price, a "from" price or what it depends on | From £120; longer hair and Director stylists cost more |
| How it works | Booking to finish in three to five steps | Book, patch test 48 hours before, appointment, aftercare |
| Proof | Photos, named reviews, examples | Before and after photos, with permission |
| Questions | Four to six real questions | How long will it last? Can I wash my hair after? |
| Action | One button and what happens next | Request a booking; we confirm within a day |
The prices in the example are illustrations, not market rates.
Should every service have its own page?
Give a service its own page when:
- Customers search for it by name ("balayage", "probate", "kitchen extension").
- It has its own price, process or audience.
- You have enough to say: at least a few paragraphs, photos and questions.
Group small or related services on one page when they share a process and customers choose between them, such as a price list of cuts. A page per minor variation can end up thin and repetitive.
How should you write the first paragraph?
Answer the question the visitor arrived with, in two or three sentences. Name the service, who it suits, the price or starting price, and how long it takes. This paragraph is also what search engines and AI assistants are most likely to quote. Avoid starting with your history or mission.
How do you write about price when every job is different?
Say what the price depends on, give a typical range or a minimum, and explain how a quote works: whether there is a visit, what it costs and how long it takes. Regulated trades may have rules on what to publish; solicitors in England and Wales, for example, must publish prices for certain services under SRA rules. See should you show prices on your website and the accountant pricing page guide.
What proof works on a service page?
- Photos of that service, not general work
- Reviews that mention the service, with the customer's name and permission
- A short example: the brief, what you did, the result, with real figures only if you measured them. See writing a consulting case study.
- Qualifications or memberships relevant to that service
What questions should you answer?
Use the questions customers already ask by phone, email and in person. Common types:
- How long does it take?
- What do I need to do beforehand?
- What if I need to cancel?
- Is it suitable for me?
- What happens afterwards?
Write each answer in full sentences. See FAQ sections on a business website.
What should the action be?
One clear button: Book, Request a quote, Book a call, Check availability. Under it, say what happens next and how soon you reply. If you take bookings online, link straight to the booking for that service. See adding online booking to a Framer website.
How do service pages work in Framer?
For a few services, build separate pages. For many, use a CMS collection called Services with fields for name, summary, price, duration, steps, photos and questions, and one page template. Each item gets its own URL, such as /services/balayage. See the Framer CMS explained.
Give each service page its own title and description, such as "Balayage in Leith | From £120 | Northgate Hair".
Which templates have service pages?
- Fringe (free) has a services page with patch test and cancellation notes, for hair salons.
- Playground (free) lists four services for motion and animation studios.
- Selwood Marr (free) has a practice board naming the lead partner and direct line for each area of law.
See the pages a small business website needs, how to choose a website template and the best Framer templates for small businesses.
What are common mistakes?
- One page listing every service in a sentence each
- No price or price guidance
- Generic copy that would fit any business
- Several buttons going to different places
- Photos that do not show the service
How do you link service pages together?
Link each service page from the homepage and the main menu, and link related services to each other: balayage to toner, probate to wills. Mention the service in the anchor text, for example "see our probate service", rather than "click here". This helps visitors move between services and helps search engines understand how pages relate.
Frequently asked questions
What should I write on a service page?
What the service is, who it suits, what is included, the price or what it depends on, how long it takes, the steps, proof, common questions and one clear action.
Should each service have its own page?
Yes, if customers search for it by name and it has its own price, process or audience. Group small related services on one page.
How long should a service page be?
Long enough to answer what customers ask before booking. For most services, a few hundred words plus photos, price and questions.
Should I put prices on service pages?
Where you can. If every job differs, explain what the price depends on and give a range or minimum.
How do I make service pages in Framer?
Build separate pages, or use a Services CMS collection with one page template so each service gets its own URL.