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The Website Copywriting Guide for Service Providers

Your Homepage Blueprint

As a service provider, your website is your most important sales tool. It’s a dedicated space to connect with your ideal clients, free from the noise & distractions of social media.

And when it comes to making a strong first impression online, words are one of your most powerful tools.

Whether you’re in the beauty industry, wellness space, or offer any other kind of service, this guide is designed to help you write homepage copy that warmly welcomes visitors and quickly communicates what makes your brand unique.

Let’s get to crafting homepage copy that doesn’t just look good but actually turns curious clickers into die-hard clients.

Jump to a section

  1. Hero
  2. Bold Statement
  3. Offerings
  4. Testimonials
  5. About Us
  6. Differentiators
  7. Final CTA

Welcoming Visitors: The Hero Section

The first thing visitors see when they land on your homepage is called the “Hero” section. Its goal is to immediately convey who you are & what you do, while sparking interest to keep scrolling.

Visitors should understand in 3-5 seconds exactly what you do & how it can benefit them.

The hero section is made up of four elements:

  1. Headline: A concise one-liner that says exactly what you do and for whom
  2. Subhead: A short statement that adds context or elaborates on the headline
  3. Call to Action: The next step you want visitors to take
  4. SEO Keyword: The main word or phrase your target audience might type into a search engine to find you. Placing this in the first section of your website will help you rank higher in search engines.
Brooklyn South Showit Website Template

Let’s dive into each of them in more detail:


Your headline is a concise one-liner that states what you do and how it benefits your ideal client.

Aim for fewer than 10 words and use the word “you” to speak directly to them and make it more relatable.


The subhead is where you flesh out that headline a bit more. Think of it as the second half of your elevator pitch; it gives a fuller picture of how your services benefit your dream client.

Call to Action

If they’re thinking, “Hey, this is for me!”—what’s next?

A call to action (CTA) guides them on the next step. Whether you want them to view your services, check out options, or just jump straight to contacting you, make it clear.

Feel free to use two buttons if needed — one to browse more options and another to inquire or book now.

Hero Section Examples

Making Your Dream Home a Reality
Architectural designs you’ll love, tailored to your lifestyle.
[Start Planning Now]

Transform Your Space, Transform Your Life
Interior design services that elevate your everyday.
[See Design Packages] [Book a Consultatioon]

Find Your Ideal Home with Ease
Streamlined property search and stress-free buying process.
[Browse Listings]

Unlocking Your Potential for Success
Tailored coaching for your professional growth.
[Book a Consultation]

Revitalize Your Well-being, Naturally
Holistic healthcare solutions tailored to you.
[Explore Treatments] [Make an Appointment]

SEO Keyword

To help your website rank in search engines, consider incorporating a keyword into the hero section. This simple step lets Google know what your brand does and prioritize it over other websites, making it easier for potential clients to discover you online.

Think of a word or phrase that people would type into a search engine when they’re looking for the services you offer. This keyword should be specific to your business and location, if applicable. 

SEO Keyword Examples

  • Cleveland Flower Shop
  • Business Coach for Women
  • San Diego Yoga Instructor

By placing this keyword in a prominent spot, you’re making it clear to both search engines and your site visitors, making it a win-win!

You Belong Here: A Bold Statement

One powerful way to instantly connect with your target audience is through a bold statement strategically placed on your homepage. 

This single, well-crafted sentence or short paragraph aims to resonate with your visitors’ needs, struggles, or goals, making them feel seen and understood.

You’re also creating an immediate emotional connection, assuring them that they’re in the right place.

Brooklyn South Showit Website Template

Bold Statement Tips

  • Placement Matters: Place this statement immediately after your hero section, ideally in large, eye-catching type.
  • Be Specific: The more specific you can be, the better. They should read this and think: “yes, this is me! they understand my struggle.” or “they can help me reach my goal.” Broad or vague statements are less likely to resonate.
  • Be Concise: Keep it short and sweet. A maximum of two sentences is usually a good rule of thumb.
  • Focus on the Reader: Use words like “you” and “your” to directly address the visitor.
  • Add an Emotional Trigger: Use emotional words to deepen the connection.

Bold Statement Examples

Yoga Studio:
Yoga isn’t about touching your toes; it’s about what you learn on the way down.

Event Venue:
More than just space — we’re the backdrop to your happily ever after.

Hair Salon:
Your hair, your rules. We beleive in style without boundaries.

Personal Trainer:
You deserve a fitness solution that actually works.

Mental Health Counseling Service:
Feeling overwhelmed is not your destiny. We’re here to guide you towards a balanced life.

By implementing a bold statement that speaks directly to the concerns or aspirations of your visitors, you’re more likely to keep them engaged and guide them further down the conversion funnel.

What We Do: Offerings Section

A crucial part of any service provider’s homepage is making it clear what you actually do.

Your “Offerings” section is where you outline your core offerings in a clear, easy-to-understand manner. 

We recommend breaking down your services into 2 or 3 easily digestible categories. For instance, if you are a spa, you might divide your services into Skincare, Body Care, and Mindfulness. 

Remember, your website visitors may not be familiar with industry jargon, so it’s your job to educate them.

Offerings Section Tips

  • Be Concise: You’ll have more space to elaborate elsewhere. Here, aim for brevity while still being informative.
  • Use Relatable Language: Avoid jargon that your average customer won’t understand.
  • Add Imagery: Accompanying each section with an appropriate image can help visitors visualize your services.
  • Include a CTA: Encourage further action like “Learn More” or “Book Now” that leads to a page with more details.

Offerings Section Examples

Personal Trainer:

What We Do

Strength Training
Build muscle and boost your metabolism
Nutrition Guidance
Custom meal plans that complement your fitness goals
Virtual Classes
Work out from the comfort of your home

Home Cleaning Service:

Work With Us

Deep Clean
Detailed cleaning for a sparkling home
Regular Maintenance
Weekly or bi-weekly options
Specialized Service
Carpet cleaning, window washing, and more

Digital Marketing Agency:

Our Services

SEO Services
Boost your online visibility
Social Media Management
Curated posts that engage
Content Marketing
Quality content that converts

Having a well-thought-out Offerings section allows you to guide the narrative about your business, emphasizing the features that set you apart and directly addressing the needs of your potential customers.

Social Proof: Testimonials Section

The power of social proof can never be underestimated. A well-placed testimonial can tip the scales in your favor and convince potential clients that you’re the right choice. 

The goal of this section is to add credibility and relatability to your service through the voices of satisfied customers, aiming to make visitors think, “I want to be able to say that!”

This section guides you on how to effectively utilize this powerful tool on your homepage.

Testimonial Section Tips

  • Be Selective: Choose testimonials that reflect the kind of clientele you want to attract.
  • Keep it Short: 1-2 sentences are impactful enough if they capture the essence of the customer’s satisfaction.
  • Visual Aids: If possible, include a photo or first name and last initial to add more legitimacy.

Testimonial Examples

  • “My skin has never felt so good. Highly recommend!”
  • “Saved me hours in tax preparation. A godsend.”
  • “The best online shopping experience, hands down.”
  • “Finally, I feel heard and understood in therapy.”
  • “My tech problems were solved in minutes, not hours.”

Headlines for the Testimonials Section

  • Client Love
  • Happy Clients
  • What Customers are Saying
  • Why They Chose Us
  • Real Reviews, Real Results

How to Collect Testimonials

  • Ongoing Process: Make it a habit to ask for testimonials post-service or after delivering a successful project. Use online review platforms or a follow-up email to collect these.
  • Immediate Exercise: If you’re just starting, reach out to previous clients and ask if they’d be willing to write a short testimonial for your website. Ensure that you’ve provided great service to merit the request.

By giving this section the attention it deserves, you not only validate your service but you also create a community of vocal supporters who can be your best marketers.

Behind the Curtain: About Us

The “About” section of your homepage serves as a quick introduction to who you are and what makes you or your service unique. It’s like a brief elevator pitch presented right on your homepage. 

This section is a teaser to your full ‘About’ page, and it’s particularly important because it establishes your brand voice and personality, helping potential customers connect with you on a more personal level.

About Section Tips

  • Start with a one-sentence elevator pitch about your service.
  • Follow with 2-3 sentences that touch on your expertise, experience, or unique value proposition.
  • Aim for a total of 50-100 words for this section.
  • Use conversational language. Think of it as introducing yourself at a networking event.
  • If your website has an About page, include a call-to-action that links to the about page where they can learn more.

About Section Examples

Made with Love, Baked for You
We’re a family-run bakery bringing the taste of homemade pies to your table. Celebrate life’s sweetest moments with us.
[Learn More]

Your Safety, Our Priority
Our team of experienced electricians is committed to making your home safer and more efficient. We provide high-quality work, using only the best materials. Trust us for all your electrical needs.
[Meet the Team]

Transforming Your Outdoor Space, One Leaf at a Time
Transforming outdoor spaces is our passion. With over a decade in the landscaping business, we blend functionality and aesthetics to create your dream garden. Our designs are eco-friendly and tailored to your lifestyle. Let’s create something beautiful together.
[Find Out More]

Unlocking Your Brand’s Full Potential
Founded in 2010, our digital marketing agency helps businesses grow their online presence. From SEO to social media campaigns, we offer a full spectrum of services. We pride ourselves on building long-term relationships with our clients. Our results-driven approach has helped businesses increase their revenue by an average of 35% in the first year alone. Let us help you achieve your business goals.
[Get to Know Us]

Taking the Guesswork Out of Your Finances
We understand the unique challenges faced by small business owners. That’s why we offer flexible, affordable accounting services designed just for you. No jargon, no fuss, just straightforward financial advice. We’re not just accountants; we’re your partners in business. Take the stress out of finance and focus on what you do best
[Let’s Get Acquainted]

Why Choose Us: Differentiators Section

One of the most vital sections on your homepage is the “How We’re Different” section, also known as “Why Choose Us” or “What Makes Us Special.” 

This is where you have a golden opportunity to set your brand apart from the competition. This section also allows you to attract clients whose needs align with your strengths.

The main goal here is to communicate the key qualities that make your services unique and why potential customers should choose you over your competitors.

Need help uncovering what makes you special? Check out Exercise 3 inside our free Brand Strategy Workbook!

Differentiators Section Tips

  • Use customer-centric language: Frame the benefits in terms of what the customer will gain or how their pain points will be solved.
  • Avoid jargon: Keep it simple and understandable for anyone visiting your site.
  • Be Concise: Each differentiator should be communicated in just 1-2 short sentences.
  • High-Level Overview: Keep things general here; you can delve into the nitty-gritty on other pages.
  • Use Subheads: Each differentiator should come with a subhead to help guide the reader’s eye and make your points easily digestible.

Headlines for the Differentiators Section

  • Why Settle for Ordinary?
  • The [Your Business Name] Difference
  • Redefining [Your Industry]
  • Why Our Clients Love Us
  • Experience the Unparalleled

Differentiators Section Examples


Not Your Average Salon

Personalized Treatments
Because your beauty needs are unique, just like you.
Expert Staff
Beauticians trained at top schools to give you the luxury experience you deserve.
Relaxing Ambiance
Unwind in our tranquil environment designed for maximum comfort.

Tax Services:

Tax Season, Stress-Free

Maximum Returns
The most money in your pocket; we find deductions others miss.
Transparent Pricing
We’re clear on fees upfront; no surprises when the bill comes.
Timely Filing
Say goodbye to late fees; we ensure your taxes are filed on time.


Balanced Living, Real Results

Holistic Approach
We consider every aspect of your well-being.
Confidential Support
Your privacy is our utmost priority.
Flexible Scheduling
Online and in-person sessions to fit your lifestyle.

By nailing this section, you’ll not only inform but also convince potential clients that you’re the best choice for them.

Final Call to Action

The final call to action (CTA) is your last pitch to the visitor. It’s your chance to not only summarize what you offer, but also to persuade potential clients to take the next step.

You want to offer a persuasive invitation that compels visitors to take immediate action, whether that’s reaching out, signing up, or making a purchase.

Final CTA Tips

  • Clarity is King: Make sure your CTA clearly states what the visitor will get by clicking.
  • Create Urgency: Add a time-sensitive element if applicable, to encourage immediate action.
  • Stand Out: The design and text of your CTA should be visually distinct from the rest of the page.
  • Button Text: Use actionable language like “Get Started,” “Learn More,” or “Book Now.”

Final CTA Examples

Ready to feel amazing in your skin?
[Book Your Appointment]

Say goodbye to tax stress AND get your weekends back.
[Get Started Now]

Isn’t it time you put your mental health first?
[Book a Session]

Stop guessing. Start growing your brand.
[Get a Free Consult]

By crafting a compelling final CTA, you’re not just ending your homepage on a high note—you’re potentially converting a casual visitor into a committed client.

Get the Website Template

Now that you know how to nail your copy, grab the template designed for service providers: Brooklyn South.

It’s strategically crafted to help you book more clients and charge higher rates, and it’s built for the Showit platform — the easiest & best website platform out there.

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