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Web Design

Service Page Design Tips 2024

Whenever I chat with people looking to create a web design for their business, they often think about putting all their services on one page to save some time and money.

It sounds easy, right?

But as someone who’s done a lot of service page design for many websites, I’ve found that’s not the best way to go.

So how can you improve your website?

It’s much better to give each of your services its own special page on the website. I’ll explain why doing that is a smart move, and how it can help both your customers and your business in the long run.

4 different our services web page designs

When you create a service page design on your website, should you include all your services on it?

While it may seem like an easy way to save time and money upfront, lumping everything together creates big problems:

  • Overwhelming List of Services – Customers see a huge, cluttered list of everything you do on one page. This is confusing and off-putting.
  • Unable to Explain Services in Depth – You can only provide a surface-level overview of each service when trying to cover so much. Visitors want to understand what you do and see proof.
  • Poor Website Organisation – Placing all services together looks a mess. Clear structure and order is important.
  • Not Optimised for Search Engines – Targeting all services on one page makes ranking in search results almost impossible.
  • Weak Calls-to-Action – Generic CTAs like “Contact Us” won’t effectively convert visitors when you showcase many services.

Packing everything onto a one page design might seem like the cheaper and easier route initially.

But it seriously hurts your chances of:

  • Explaining your service clearly
  • Ranking well in search engines
  • Building trust and credibility
  • Converting visitors into customers

The single page approach focuses on upfront cost rather than long-term results.

But investing a bit more effort into a better website structure pays off in many ways.

Why Dedicated Service Page Designs Are More Effective

Instead of settling for trying to fit everything onto one page, I recommend creating separate, focused pages for each service you offer.

Having a “dedicated landing page” for each service is a good idea.

It helps both your customers and Google understand what you offer easily.

Each service gets its own special page with clear information about that service.

This makes everything tidy and easy to understand.

Benefits include:

  • Focused Content – Go in-depth into each service without worrying about space or clutter.
  • Clear Organisation – Simplifies everything for customers. Easy to navigate and find what they need.
  • Search Engine Optimisation – Can target specific keywords for each page. This improves ability to rank high.
  • Builds Credibility – Showcases your expertise in each service area. Being specialists establishes trust.
  • Personalised Experience – Visitors feel you understand their needs when presented with tailored pages.
  • Improved Conversions – Allows service-specific CTAs that resonate better with visitors.
  • More Analytics Insight – Track page performance to see which services attract the most interest.
  • Marketing Flexibility – Promote and share any service page. Run targeted ad campaigns per service.

While it takes more work upfront, dedicated service pages provide better dividends through improved SEO, trust-building, conversions, and overall user experience.


7 Key Benefits of Dedicated Service Pages

So why should you be creating focused, standalone pages for each service in more detail?

1. Focused, In-Depth Information

Trying to cram everything together means you can only scratch the surface of each service. You end up with a big rushed overview of everything you offer.

With separate pages, you can take your time explaining one service per page properly. No need to worry about space or packing too much in.

This allows you to really get into the details of each service. Explain exactly what’s included, how it works, what results clients see, and why it’s worthwhile.

Visitors want to fully understand a service they’re interested in. They appreciate when a page provides all the in-depth information they need, without any fluff or distractions.

Dedicated pages make it easy to learn a ton about one service at a time. This focused and detailed approach makes your information much more helpful and valuable to visitors.

man searching for a plumber near me

2. Improved Search Engine Rankings

Search engines like Google want to show users the best service page that fits what they searched for.

For example, if someone looks for “plumbing services,” Google wants to show a page all about plumbing help.

This works best when every page on your website design focuses on one main topic with lots of expertise.

Trying to cram 10 services onto one page on your website makes it confusing. The page can’t be an expert on everything.

With separate pages, each one can zero in on just one service area. The plumbing page only talks plumbing. The painting page only talks painting.

This makes it much easier for search engines to match searches to the most relevant, knowledgeable page.

Each page on your company website can be optimised using keywords and content specifically about that service. This concentrated focus improves rankings.

The plumbing page can use words like “repairs,” “drain cleaning,” and “water heater installation” throughout its content. This gives Google signals that it should rank high for plumbing-related searches.

The best service page examples allow you to directly target keywords for each offering. This results in higher rankings compared to one confusing page trying to cover too many topics.

man searching google on his phone

3. More Personalised User Experience

Every visitor has different needs. One may want painting, another electrical, another plumbing.

Cramming all services on one page treats them the same. But visitors want personalised help.

Separate pages allow you to tailor content to specific needs.

The painting page speaks to painting visitors. The electrical page to electrical visitors.

This makes each visitor feel understood. Like you get what they need.

Dedicated pages cater to unique interests, creating a custom browsing experience.

When visitors see a page matched to their needs, they engage more. As they scroll down the page they feel “this company gets me!”

workshop owner taking a phone call

4. Increased Conversion Opportunities

Every service page on your web design is a chance to turn visitors into customers. This is called conversion.

You want visitors to take desired actions like requesting a quote, booking a consultation, signing up for a newsletter, etc.

These are known as a call to action (CTA). They help convert visitors.

On a crowded “Our Services” page, you can only have a generic CTA like “Contact Us.”

But dedicated pages allow you to tailor the CTA to each service.

For the plumbing page, you can say “Request Plumbing Quote” or “Book Drain Cleaning.”

On the painting page, you can say “Schedule Painting Estimate.”

These CTAs are relevant to what the visitor is viewing. This makes them more likely to click and convert.

Visitors want CTAs that speak directly to the service they need. They convert better than generic ones.

share proof your skills graphic

5. Showcase Your Expertise

When you force all your services together on one page, you can’t highlight expertise in each area.

But dedicated pages let you share proof of your skills for each specific service.

For plumbing, share case studies of past plumbing projects. Plumbing testimonials. Plumbing work examples.

For electrical, show off electrical project case studies. Electrician testimonials. Examples of electrical work.

This builds trust and credibility and visitors gain confidence in your skills for that service.

It’s proof you have experience and expertise in that field.

When visitors see you’re true experts in a service, they’ll be convinced to hire you over others.

analytics screen showing results

6. Gain Valuable Analytics Insights

Analytics tools like Google Analytics help you see how a potential customer will use your site.

They track things like:

  • Page visits
  • Time spent on pages
  • Clicks
  • Views

But analytics gets blurred when all services are on one page.

With separate pages, you can track each one individually. See how each performs.

This gives valuable insights into your target audience. For example:

  • The plumbing page gets the most visits. It’s popular.
  • People barely spend time on the homepage. Needs improvement.
  • Painting page gets lots of clicks. Telling you that service attracts interest.

Analytics reveal which products or services attract the most attention. And where you may need work.

You can use these insights to make smart decisions about marketing, your website design, content and more.

megaphone for social media

7. More Marketing Flexibility

Having individual pages for each service gives you more room to try different things when you tell people about your services.

Each service page layout can be different and in its own way can attract more people.

  • Sharing on Social Media:
    • You can share each service page on platforms like Facebook or Twitter. For example, if you have a page for “Gardening Services”, you can share it in local gardening groups on Facebook. This way, people interested in gardening can easily find and click on your page to learn more.
  • Running Ads:
    • You can run different ads on Google or Facebook for each service you offer. So, if someone searches for “Lawn Mowing” on Google, they can see an ad that takes them straight to your “Lawn Mowing Service” page. This way, they find exactly what they’re looking for quickly.
  • Creating Focused Content:
    • You can write blogs or create videos related to each service and put them on the service’s page. For instance, on your “Pool Cleaning Service” page, you could have a blog post about “Top 5 Tips for Keeping Your Pool Sparkling Clean”. This kind of focused content can help people interested in pool cleaning to find and enjoy your page.

With individual pages, you can tailor your marketing to match what each page is about. This way, you can reach out to the right people with the right message. It’s a smart and easy way to tell more people about each different service you offer, and help them find exactly what they need.

Answering Common Concerns

Some common concerns that come up around creating separate service pages include:

Won’t it cost more time and money?

It does require an initial time investment upfront. However, the long-term dividends in the form of better conversions, SEO, credibility, and user experience are well worth it. Think long-term results rather than short-term website costs.

Should we link to pricing from each page?

Listing general pricing on each service page is fine. But avoid linking to complex pricing grids. Keep the focus on explaining the service and its value.

Can we include multiple CTAs per page?

1-2 call to actions aligned to the service are best. For example, “Request Quote” and “Schedule Consultation” works for a given service. Don’t dilute focus.

What if my business offers many similar services?

For similar service offerings, you can combine some together into one broader category page when they are closely related enough.

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Best Practices for Creating The Best Service Pages

Here are some of my top tips to ensure your dedicated service pages connect with visitors and achieve results:

  • Keep the layout consistent – Use the same structure, design, and key sections across each service page to maintain continuity.
  • Optimise page titles – Each should include the service term itself plus your company name or brief descriptor.
  • Highlight the service name – Clear headlines like “Social Media Marketing Services” help visitors immediately see the focus.
  • Summarise the offering first – Open each page with a short intro paragraph explaining the service and key benefits at a high level.
  • Elaborate on details below – After the intro, dive into specifics on how the service works, pricing, deliverables, who it’s for, etc. Use sections and headers to organise.
  • Include visuals – Relevant photos, charts, icons, etc. help break up text and engage visitors further.
  • Feature service-specific CTAs – Buttons/links for quotes, consultations, contact forms, etc. aligned to each service convert better.
  • Highlight client examples – Case studies, testimonials and portfolio samples related to the service build credibility.
  • Promote everywhere – Link to service pages from your navigation menu. Share them on social media.

While it takes effort to create dedicated pages, this strategic approach pays dividends in so many areas of your online presence.

 Just be sure to keep each page focused, consistent, visual, and optimised.

Single Service Page Dedicated Service Pages
SEO (Search Engine Optimisation) Hard to rank for multiple keywords due to mixed content. Easier to rank for specific keywords as each page has focused content.
User Experience Can be overwhelming with a long list of services; hard to find specific information. Simplified and organised; easy to navigate to find specific information.
Conversions Generic Calls-to-Action (CTAs) may not resonate well with visitors. Service-specific CTAs can be used to resonate better with visitors.
Credibility Hard to showcase expertise in all service areas. Allows showcasing expertise in each service area individually.
Flexibility Limited flexibility in marketing and promoting services. More flexibility in promoting individual services.
Analytics Insight Difficult to track performance of individual services. Easier to track performance and user engagement for each service.

Let me know if you need any help designing and implementing standalone service pages for your website. I’m happy to provide guidance and best practices to set you up for success.

Author – Jim Adams

Jim Adams, Owner of Designers Up North

Jim Adams is a designer with over 25 years of experience in the industry. As the owner and designer at Designers Up North, Jim has led numerous projects that have significantly impacted clients’ brands and digital presence.

Having attained a Bachelor’s Degree in Design & Photography with honours, mentored by professors such as Jem Southam, Jim has since worked extensively in web design, branding, and graphic design. Over the years, Jim has earned a reputation for crafting both print and web design solutions that surpass client expectations.

Thanks to his photography background he has an expert knowledge of web design for wedding photographers and continues to work on websites and marketing for some of the UK’s best photographers.

Connect with Jim on LinkedIn or contact Designers Up North.