Let’s chat about your services page! As a service-based business owner, the main point of this page of your website is to help your potential clients understand what you offer, whether or not it’s for them, and what step to take next.

That said, there is no perfect structure for a services page — how it’s laid out really depends on what you sell. Below, I’m outlining 3 different services page examples for 3 different types of service-based businesses.

1. If you have one main service

Examples: architect, interior designer, brand photographer

Many service providers that I work with have one main service and they customize it as needed. A good example of this is an architect I’m currently designing a brand and website for: while he works on a wide variety of projects (from small closet renovations to full home builds), he sells it all under one umbrella service: architecture!

In this case, it’s important to highlight that service first and foremost – while also communicating examples of the types of projects that fall under the umbrella.

It’s important to include:

• The basics: what you do, who you do it for, and your location if it’s relevant
• An overview of your main service
• Types of projects you take on (to show how the service can take various forms)
• A high level view of your process
• Examples of past work
• Social proof / testimonials
• How to inquire / get started

2. If you have multiple service options or a tiered approach

Example: brand/web designer, marketing consultant, creative studio

On the other hand, many service-based business owners have multiple services options or a more tiered approach. My business is an example of that! I design brands and I develop websites – not every client needs both a brand and a website, so they are separate services. I also have broken my services down even further: minibrands to full brand strategies; templated websites to fully custom builds. I also offer ongoing design retainers, website audits, and VIP design days. I need to somehow make sure to communicate all of these offers on my own services page without getting too in the weeds!

My biggest tip for business owners like this is that your services page should not feel like a project proposal, with every deliverable and detail crammed in. Instead, it’s important to give a clear, high level overview of your offers so that clients can easily skim and see if you have something that may work for them.

It’s important to include:

• The basics: what you do, who you do it for, and your location if it’s relevant
• A quick overview of your offers
• A section for each service or package
• A brief description of what each service includes
• Who each service is best for
• Starting pricing and/or timelines, if helpful
• A note on how to choose the right option, especially if your offers are similar
• Relevant examples of past work for each service
• Social proof / testimonials
• How to inquire / get started

3. If you sell digital products or resources

Example: course creator, designer selling DIY templates, photographer selling presets

A lot of service-based business owners also sell digital products or resources. This might include online courses, templates, presets, workbooks, guides, or other self-paced offers.

If digital products are your main offer, they should be the focus of your services page.

But if they’re in addition to your 1-on-1 services, you may want to mention them briefly on your services page while also linking to a dedicated page, like a Shop, Resources, Templates, Courses, or DIY Resources page.

If you are adding digital products to your services page in addition to other offers, keep it simple:

• Think about where they fit within your bigger business goals
• If they are secondary to your 1-on-1 services, place them toward the end of the page
• Clearly explain who they are for and what problem they help solve
• Make the next step easy with direct links or buy buttons
• Consider linking to a dedicated shop or resources page if you have multiple products

If digital products are your main offer, your page could include:

• The basics: what you offer and who it’s for
• A quick overview of your products or resources
• A section for each offer
• A brief description of what each offer includes
• The format of each offer, such as course, template, preset, guide, workbook, etc.
• Who each offer is best for
• Pricing
• Guidance on how to choose the right option
• Preview images, mockups, or screenshots
• FAQs
• Social proof / testimonials
• Buy buttons or links

There’s no one “perfect” services page. The goal is to organize your offers in a way that makes it easy for your audience to understand what you offer, whether it’s the right fit for them, and what step to take next.

Whether you have one signature service, multiple ways to work together, or digital products in the mix, your services page should act as a clear guide – not an overwhelming list of everything you do.

Ready to create a services page that clearly communicates your offers? Reach out here to schedule a free consult →