Why you should stop naming your Services page "Services"
If I had a nickel for how many times I had to tell a client to rename and rewrite their Services page, I’d be a rich lady.
Stop simply naming your services page "Services."
Most service-based small businesses have a Services page on their website. And many people title that page, simply, “Services.” But here's the problem:
Imagine you're searching Google and you land on a page titled Services.
Services for... what?
Google doesn't know. Your online visitors don't either. And that's more than a missed opportunity — it’s a big problem.
Your Website Should Tell People Exactly What You Do
I talk about this in this related blog post helping you write your website copy. We have to get away from being too generic — and instead get way more specific about what your business offers and who they offer it to.
For example, instead of: Services
Try something more descriptive:
Therapy for Children & Families
Financial Forensics & Business Valuation Services
(ahem) Squarespace Website Design for Small Business owners (I had to do it)
Commercial Plumbing Services for New Builds
Notice what happened? Now both Google and your future clients immediately understand what the page is about and if it's right for them.
Headlines
The same rule applies to your headlines
Your main page headline (your H1) is one of the most important pieces of copy on your website page. If your headline says: Services... you're wasting valuable real estate. Instead, write headlines that explain exactly what you do and who you help.
For example:
❌ Services
✅ Governance Consulting for CEOs & Boards
❌ Our Work
✅ Squarespace Website Design for Small Businesses
❌ What We Do
✅ Commercial Plumbing for New Construction Projects
Not only are these more helpful for your visitors, they're also much better for SEO because they contain the keywords people are actually searching for. Learn more in this related blog post.
Navigation
Think like your ideal client to attract your ideal client.
Sometimes I think navigation is even trickier to name than headlines… you want to make your navigation items specific but also short; easy for a visitor find. Your are trying to answer one question: "Am I in the right place?" The faster you answer that question, the more likely they are to click, stay on your site and hopefully book an appointment or purchase your service.
The services themselves
Name your services in a way that's easy to understand
Gold and Silver package is overdone and also means nothing but “one is more expensive.” What is the actual difference between these levels of services and what do you provide with each one? Explain what each service is, who it's for, and what problem it solves. Your website shouldn't make visitors decode your offerings - It should guide them to easily click and hire you!
General rule of thumb
Whenever I'm writing navigation labels, page titles, or headlines, I ask one question: If someone saw this completely out of context, would they know what this page is about? If the answer is no, it's probably too vague. The more specific you are, the easier it is for the right people to find you—and hire you.
Hi I'm Rachel with Let's Make a Website®!
When you hire me as your web designer, you're also hiring someone who is going to help strategize and collaborate with you to make your website the best online tool for your business. Let's work together!
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