Top Copywriting Tips For Writing Your Service Description

Have you ever stared blankly at a screen, trying to describe your services without sounding like every other person in your industry? I used to sit cross-legged on my couch with my laptop perched precariously, wrestling with the copy—and sanity—that would somehow set me apart. When it comes to writing your service descriptions, it’s not about reinventing the wheel—it’s about putting your unique spin on it.

And yes, it is totally possible to write service descriptions that don’t just sound good—they work. They connect, convert, and reflect you.

Why Your Service Descriptions Matter for Your Small Business

A potential client lands on your website. They’re curious, they like your vibe, but they need that final nudge to say, “Yes, I need this person in my life.” Your service descriptions? They’re that nudge.

88% of customers research a product before buying it. That means the spotlight is on your website copy to do some serious storytelling. Your service descriptions aren’t just little blurbs about what you do—they’re the key to helping clients see the value in working with you.

So, product and service descriptions do matter. But the question is, why?

• They highlight value. Your clients are thinking, What’s in it for me? Your descriptions should answer that instantly.
• They show benefits, not just features. A good service description connects the dots between what you offer and why it matters to them.
• They make you stand out. Maybe you’re a marketing guru with a Pinterest-worthy workspace or a photographer with a knack for herding toddlers into the perfect shot. Whatever makes you different? Put it front and center.

A thoughtful service description helps potential clients feel seen, understood, and ready to drop you a message. Now, grab your coffee because we’re about to dig into some practical tips!

Here are my top tips on how you can write about your service offerings on your website!

1. Figure Out Who Needs This Service

Who would absolutely LOVE this service? Who do you dream of working with? Get super specific about your ideal client—then picture that person while you’re writing.

Are you a wedding photographer? Think of a bride in that perfect planning sweet spot, juggling seating charts and florists, and desperate for someone to capture her day exactly how she imagines it. Write to her.

Knowing your audience means your words won’t just land—they’ll stick.

2. Know the “Why” Behind Your Service

Why does someone really need your service? What giant sigh of relief are you offering to your clients?  Spell it out for them—empathize with that struggle, and then show them how you’re the solution. Your job is to make their lives easier, better, or just a little more magical. Think less “technical features” and more “here’s what your life looks like after working with me.”

3. Speak to the Feeling

How do folks feel after working with you? Think about those happy endings—the stress-free bride, the confident small business owner launching their shiny new website, the mama smiling at her family photos. Write your descriptions with those emotions in mind.

Here’s a little trick I use when writing for clients—jot down a list of feelings like relief, joy, hope, peace, and then weave those into the copy. “Imagine waking up tomorrow knowing X is finally off your plate.” Gets them every time.

4. Talk To Them

Forget formal and stuffy writing. Talk to your audience like they’re sitting across from you at a coffee shop. Be conversational, relatable, and leave the jargon behind.

For example, instead of saying, “Our services are ideal for optimizing your brand strategy,” try, “This service is perfect for you if you’re ready to finally nail your brand’s personality and connect with your dream clients.”

See the difference?

Don’t leave your clients wondering which service is best for them—let them know in a clear, concise way. 

Make sure to include something to each service description like, “This service is best for someone who…” can help seamlessly guide your audience, and you’ll make sure the people reaching out to work with you are a perfect fit!

5. Show the Receipts

We’re all skeptics when it comes to investing, aren’t we? Client testimonials are basically gold here. People are more likely to buy when they see that other people have had a positive experience, particularly when they have something in common.

Drop one (or a few) that backs up the benefits you’re promising. Choose testimonials where clients rave about how your service helped solve their exact struggle—bonus points if they use words your dream clients might also say.

6. Make It Easy to Digest

Gotten halfway through a block of text and zoned out? Same. Don’t do that to your readers. Instead, try this:

• Headings and Subheadings: Break things up. Make it easy for people to skim and still get the gist.
• Bullet Points: Perfect for showing features/benefits without making anyone scroll.
• Whitespace: Don’t cram words. Your copy needs breathing room.

Remember, we’re living in the scroll era—make it a scroll they don’t want to end.

7. What keywords do you want to show up for?

You didn’t think I’d skip this part, did ya? Imagine someone searching for services like yours. What words or phrases are they typing into Google? THOSE are your keywords, and they belong in your headline, subheads, and main copy.

Pro tip? Go for long-tail keywords—phrases like “wedding photographer for destination elopements” get fewer searches but attract exactly the right audience.

If you’re new to this, tools like Google Keyword Planner can help you get started:

• Google Keyword Planner: Google Keyword Planner, a feature of Google Ads, was the original tool people used to get information regarding keywords. It shows you how many searches are being done for a particular keyword and its competition.
• Answer The Public: For those who need a tool that helps find a lot of long-tail keywords, Answer The Public is a good option. This handy tool lists keywords related to a specific keyword you enter.

Once you’ve found the appropriate keywords for a particular product or service description, add them in the following places:

• your description headline (i.e., H1 tag),
• the body text, two or three times,
• sub-headings (i.e., H2 and H3 tags),
• metadata descriptions

The goal is to weave these keywords in naturally so your copy is still easy and enjoyable to read. (No stuffing, promise.)

Bring It All Together

Writing about your services can feel intimidating, but here’s the thing—every single word is an opportunity to connect. To show your dream clients why you’re their perfect match.

And if you start writing and think, “Ugh, I wish someone would just do this for me,” guess what? I’ve got your back.

Want copy that gets your dream clients saying, “It’s like you read my mind”? Reach out here and let’s make your website shine.