If you're anything like the small business owners I work with here in Franklin, TN, you’ve probably been told to “just create great content” to improve your website’s SEO. That advice is both accurate and totally unhelpful on its own. What kind of content? How does it actually help? And is it really worth your time to create it when you’ve got a business to run and emails to answer?
Today we’re going deep on a specific answer to that: creating service pages that don’t just sit on your website like a brochure, but actually drive traffic and convert visitors. Because let’s face it—lots of beautiful websites fail because their content doesn’t do any work.
This post isn’t just for web designers, though you’ll see how design and writing have a symbiotic relationship. It’s for any business owner looking to show up on Google, earn trust, and move people toward hiring you. Which, at the end of the day, is why we build websites in the first place.
I’ve come to see service pages as the unsung heroes of SEO. They aren’t as flashy as blog posts, and they’re rarely viral, but they carry the kind of intent-based traffic that conversions are made of. People landing on these pages are already problem-aware and often solution-aware—they just need the right provider or expert who helps them say, “Yes, this is the one.”
Google doesn’t rank websites—it ranks pages. That means every dedicated service page is an opportunity to rank for a different keyword. If you only have one single “Services” page listing everything you do, you’re leaving serious SEO money on the table.
Let’s take a client of mine, a Nashville-based photographer. At first, her site had just one page that said “I do weddings, headshots, and family sessions.” After we built individual pages—one for wedding photography, one for headshots, one for family sessions—traffic tripled, and inquiries followed suit.
Service pages work best when they match the mental script someone has while Googling. Someone typing in “Webflow website design agency” is probably not in the browsing phase. They’ve decided on a platform and now they’re screening options. A general “web design” landing page that doesn’t speak to Webflow will miss the mark both for the user and the algorithm. Context matters.
By creating service pages that are focused, specific, and thoughtfully crafted, you send a clear message to both Google and your human visitors: “We do this. We do it well. And we’ve done it for people like you.”
The structure and flow of a high-performing service page feels intuitive to the visitor while being very strategic behind the scenes. Think of it like renovating a room—you’re not just slapping paint on drywall, you’re building an experience that makes people imagine living in it.
A client in Brentwood had a single services page with 150 words, ranking nowhere. We built separate pages for each of their core offerings—interior painting, kitchen cabinet refacing, and deck staining. On each page, we included:
Six months later, their deck staining page was ranking #2 for “deck staining Brentwood TN” and started producing weekly leads. Not earth-shattering traffic, but extremely valuable because of the intent.
I often tell clients that websites are like socially anxious dinner guests—we have to do everything we can to make people feel comfortable, understood, and in control. That starts with language and message, not just visuals.
Most people skim service pages looking for confirmation: “Is this for me? Can you solve my problem? Do you feel trustworthy?” They aren’t looking to be sold; they’re looking to feel safe making the decision to reach out. Language that leads with understanding instead of features can be the reason someone fills out your contact form—or bounces.
For example, rather than saying, “We create mobile-friendly websites,” try: “Your customers are probably browsing your site on their phones. We make sure they don’t have to squint, pinch, or get frustrated.”
One is a feature. The other is empathy translated into a solution.
You don’t need to be cheeky or casual if it doesn’t suit your brand. But you do need to sound human. A Chicago-based divorce lawyer I helped was getting traffic but no conversions. Her service pages sounded like a legal textbook. We rewrote them using a tone that felt like a strong, calm friend helping through a hard situation. Inquiries doubled, and bounce rate dropped by 40%.
Especially for service-based businesses, local intent is your biggest ally. Someone searching “web designer in Franklin TN” is exponentially more likely to convert than someone typing “web design tips.” Smart service page content isn’t just general—it’s rooted in place.
Add your location in natural ways, like in service area descriptions, testimonials (“Working with Zach in Franklin was awesome”), and your FAQs. Google cares about context and user behavior now more than just density.
Use tools like Ubersuggest or SEMrush to research how people in your area are actually searching. You might discover people look for “top Webflow developer in Nashville” more than “Webflow expert near me.” That intel drives the phrasing you use in your page headline and subheadings.
If you’ve worked with clients in surrounding areas, mention them. Link out to full pages or posts about those projects. Google treats this as relevancy, but more importantly, so do humans. One of my Webflow design clients who mentioned doing work for local nonprofits started receiving inquiries just because readers saw “we loved partnering with Williamson County Animal Center on their new site.” It creates connection.
Stories aren’t just for blogs. A short, specific anecdote in a service page can be the tipping point that makes you memorable. Don’t write a novel, just offer real evidence you’ve walked this walk before.
We often add “What This Looked Like for a Client” callouts. For example, in a page about Squarespace SEO, we might include:
“A jewelry artist in Nashville came to us frustrated that no one was buying from her site. We discovered her Squarespace pages had no proper titles or mobile formatting. Two weeks after optimizing her pages and adding structured content, she saw her first organic sale—and more followed.”
This shows proof, gives relatability, and answers the reader’s unspoken question: “Will it work for me?”
You don’t need to manufacture dramatic results. Even small wins matter when the story is framed correctly. Saying “Increased site traffic by 18%” might not make headlines, but if paired with the emotional benefit—“The client told us she finally felt proud of her website”—you get both metrics and mindset shift.
While great writing is essential, it has to be structured for scanning, readability, and SEO-friendliness to be truly findable. This is where we bring in a designer/developer’s mindset to support the writer’s voice.
Include schema markup when possible (especially LocalBusiness and Service schemas). Set meta titles that include location and service, but avoid duplicating them across multiple pages. A title like “Webflow Design Services for Modern Brands | Franklin, TN” is detailed and clear.
Don’t write 1,000-word walls of text. Use subheadings (H2, H3) not just as SEO signals, but as part of the reading experience. Make them descriptive, not vague. “Our Process” is less helpful than “How We Build on Webflow for Clients Like You.”
This is where my background in Webflow really helps. Use layout to move the eye: columns, cards, spacing, colors. Chunk info into digestible bits. Add icons or visuals that reinforce points instead of just decorating.
And always, always, test your page on mobile. Most people will arrive that way. Typography size, button positioning, page speed—it matters.
Once your service pages are live, don’t just look at traffic volume. I’ve seen pages with only 50 monthly visitors generate more leads than blog posts with 2,000 views.
One of my favorite moments this year was when a dentist client emailed me: “We finally got our first patient who found us entirely through the new Invisalign service page.” That was a win. It wasn’t about quantity of visitors—it was about the right ones.
A good service page isn’t a piece of decoration—it’s an automated, perennial salesperson. It speaks directly to your ideal customer, builds trust, answers objections, and moves them closer to a yes. If designed and written intentionally, it can do that work even while you’re sleeping, at a soccer game, or on a much-needed vacation.
At Zach Sean Web Design, I treat every website like a custom blueprint—not one-size-fits-all, but built with strategy and honesty. Service pages are one of the best investments you can make if you want your website to stop just sitting pretty and start pulling real weight.
Think of your service pages not as a checklist item, but as a conversation. A conversation between you and a potential client who’s already halfway convinced. Your job isn’t to shout. It’s to thoughtfully guide them through that last half of the journey.
Copyright © Zach Sean Web Design
