Your services page has a *big* job to do.
If your potential clients are reading a laundry list of package features when they land on your services page, they probably aren’t going to be convinced that you have the solution to their problem.
What you’re likely missing is benefits.
Features are important, too—but they’re simply facts. They clarify the details of the deliverables clients receive if they hire you.
But clients are looking for solutions, not just services. And benefits communicate the result or transformation they’ll experience.
Think of it this way…
Someone searching for branding design doesn’t want a logo, submark, and 2 rounds of revisions—they really want to feel confident in a visual identity that shows their personality, making it easier for them to attract aligned clients.
Someone searching for a wedding photographer doesn’t want 8 hours on-site and a second photographer—they really want the moments they might be too starry-eyed to remember, captured and preserved forever.
As buyers, choosing a service provider is a purchase made with emotion, but justified with logic. (Author & salesman Zig Ziglar said this, or more specifically, ”People buy on emotion and justify on logic.”)
Which is why as a service provider, you need to communicate both the features (the logical aspect) and benefits (the emotional aspect) of your offerings as you write your services page.
Using Beauty Bespoken (written by me) as an effective services page example, let’s talk about why benefits-focused copy sells—and how to write a services page that captures interest and converts.
Why benefits over features?
I’m not saying that you should remove all the features from your services page, but I am *absolutely*, *positively*, *definitely* saying that you can’t afford to leave out the benefits.
The truth is, your clients don’t care about the checklist of what’s included in your service package—they care about the results. They care about how your services will change their life, save them time, or make them feel.
When you speak to benefits, you’re showing your audience what life looks like after working with you. Benefits address the transformation your clients will experience—the problem solved, the convenience gained, the confidence boosted.
Take the services headlines from Beauty Bespoken for example.
My client and Owner of Beauty Bespoken, Sarah, has three main offerings: (1) Bridal makeup and hair services; (2) photoshoot makeup and hair services; and (3) virtual and in-person makeup lessons.
There’s a small eyebrow header for the bridal beauty service that says: Bridal Hair & Makeup Services. And beneath that, a benefits-focused headline that says: Look strikingly like you while saying, “I do.”
This headline speaks to Sarah’s ideal client and their desire to look like themself on their wedding day.
This section goes on to say:
“Worried you aren’t going to look like yourself on your wedding day? I specialize in natural makeup and hair looks that preserve your natural beauty, making sure you look like an elevated version of yourself as you and your groom start your life together.”
Notice how I *didn’t* say something like:
“I’ll be by your side for 8 hours, making sure your hair and makeup are perfect, your veil is in place, and your lashes are full.”
Instead, we touched on a common concern her potential client’s have—that they might not look like themselves on their wedding day—and reassured them that Sarah is all about letting natural beauty shine.
You’ll notice this section also includes features… but they aren’t the focus.
When you prioritize benefits, you prioritize addressing your audience’s wants, needs, and/or desires, instead of what you want to say.
And that, my friend, is good copywriting.
How to make sure your benefits resonate with your ideal client.
Your services page should feel like it was written just for your ideal client. Sarah’s services page does this by using language that resonates with her high-end, luxury-seeking audience.
Phrases like ‘seamless coordination,’ ‘calming presence,’ and ‘stillness in special moments’ appeal to clients who want something more than just a beauty service—they want an effortless experience that contributes to a day that feels harmonious, not hurried.
To truly connect, your benefits need to reflect what you know your audience craves—whether that’s feeling confident, saving time, or something else entirely.
How to shift your focus to benefits.
Here are a few tips to keep in mind when writing benefits-driven copy:
#1 – Ask “So What?”
For each feature you list, ask yourself “So what?” to uncover the benefit.
#2 – Speak to the Transformation
What is the end result your client will experience after working with you? Is it convenience?
#3 – Be Specific
The more specific the benefit, the more relatable it becomes. Instead of saying “save time,” say “get your result faster without sacrificing quality.”
Are you a service provider in need of more benefits-focused copy?
In a world where services pages are often cluttered with jargon and lists of features, a benefits-focused approach can be a game-changer. Beauty Bespoken’s services page is a prime example of showing potential clients what they really care about: the experience, the transformation, and the results.
By keeping your copy focused on the emotional payoff, you not only grab your ideal clients’ attention, but you also help them imagine how their life will improve by working with you.
Read through your services page copy with this new perspective to see if you’re just listing features. Those missing benefits could be the thing standing between you and your next lead.
If you’d rather hand off your website copy to a pro than learn how to write a services page on your own, I’m on it.
Hi, I’m Shannon. If we haven’t met yet, here’s how I can help:
>> Book a website copy audit to make sure your ideal clients can’t get enough of what you’re saying.
>> Hire me to write your website copy, for words that use smart conversion tactics, creative language, and all your character, of course, to sell your stuff.
>> Subscribe to my weekly newsletter for uncomplicated marketing advice in your inbox every Wednesday.
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