Why Your Services Page Isn’t Converting—And 5 UX Fixes to Turn It Around

Your services page should be one of the hardest-working parts of your website—bringing in inquiries, building trust, and turning visitors into clients.

But here’s the hard truth: most service pages don’t convert well. They’re cluttered, unclear, or missing key elements that build trust and guide action.

The good news? A few small UX tweaks can make a huge difference.

In this post, we’ll walk you through five of the most common service page mistakes—and how to fix them so your page works for your business (not against it).

1. You’re Talking Too Much About You, Not Enough About Them

🚩 The Red Flag

Does your services page read like a mini-autobiography? Maybe it starts with how long you’ve been in business, a list of your credentials, or how much you love what you do. While this information might be important later on, leading with it is a UX mistake that can turn potential clients away.

Why? Because people aren’t visiting your page for you. They’re there for themselves—to see if you understand their problem and, more importantly, how you can solve it.

💡 What To Do Instead

Shift the focus from you to the client. Start your services page with empathy by addressing their pain points. Show that you get what they’re struggling with and frame your service as their solution.

Quick Fix: Rewrite your introduction to lead with their challenges. For example:

• Instead of: “We’ve been delivering top-notch bookkeeping services since 2015…”

• Try: “Struggling to keep your business finances in order? We make bookkeeping stress-free, so you can focus on growth.”

This simple shift helps your audience instantly feel seen, understood, and ready to trust you.

2. There’s No Clear Path Forward

🚩 The Red Flag

Your page might list your services or packages but lacks clear direction on the next step for your audience. Or maybe there are so many calls-to-action (CTAs)—"Contact us," “Learn more,” “Get a free quote now”—that potential clients feel overwhelmed and abandon the page altogether.

💡 What To Do Instead

Every services page should have one primary goal, whether it’s booking a discovery call, requesting a quote, or filling out an inquiry form. Make that goal clear and consistent across the page.

Quick Fix: Add straightforward CTAs at key points throughout the page, such as:

• Top of the page (after the opening paragraph)

• Middle of the page (right after listing your offerings or packages)

• End of the page (final call to action)

Use bold, action-oriented language that feels approachable and simple, like:

• “Book Your Free Discovery Call”

• “Get a Quote in 24 Hours”

• “Schedule a Meeting Today”

3. Your Packages Are Vague or Too Complex

🚩 The Red Flag

If your service descriptions use vague terms like “Basic” or “Premium” without explaining what those packages include, your potential clients are left guessing. Alternatively, if you write long, text-heavy descriptions, clients may feel overwhelmed trying to figure out what works for them.

💡 What To Do Instead

Make your offerings crystal-clear. Break down what each service or package includes using simple language, and pair that with benefits. Clients should be able to quickly understand:

• Who it’s for  

• What they get  

• What outcome they can expect  

Quick Fix Use a comparison table or bullet point list for each package. For example:

• Starter Package  

• Perfect for small businesses and newbies

  • Includes one 1-hour consultation, an in-depth audit, and PDF recommendations

  • Outcome: A clear plan to optimize your website’s user experience

This approach makes it easier for your audience to see their options and choose the best fit with confidence.

4. You’re Missing Trust Signals

🚩 The Red Flag

Your page outlines your services, but it’s missing proof of credibility. There are no testimonials, case studies, or certifications to back up your expertise. Without trust signals, potential clients might hesitate to reach out.

💡 What To Do Instead

Trust is everything, especially for service-oriented businesses. People want to see evidence that others, like them, have trusted you and benefited from your expertise. Make sure your services page includes at least one or two of the following:

• Testimonial quotes  

• Case studies or before/after results  

• Partner logos or client badges  

• Certifications, awards, or credentials  

Quick Fix: Add a testimonial that’s specific and results-oriented. For example:

• “After working with [Your Business], we doubled our leads in just 30 days!” – Sarah, Founder at ABC Co.

5. The Page Looks Like a Wall of Text

🚩 The Red Flag

Even if your services page has all the right information, writing it out as long paragraphs without any visual structure can be a major turn-off. People don’t have the time (or patience) to dig through a wall of text to find the info they need.

💡What To Do Instead

Structure is just as important as content. Make your page scannable and easy on the eyes. Break up text with formatting that guides the reader, including:

• Short paragraphs (1–2 sentences max)

• Bold headlines

• Bullet points

• Icons or visuals

• White space for breathing room

Quick Fix: Do a 10-second scan of your services page. Can you quickly find the most important details? If not, restructure your page layout to prioritize readability.

Improve Your Service Page Today for Better Results Tomorrow

Here’s the great news: you don’t need to redesign your entire website to fix a problematic services page! A few intentional tweaks can create massive improvement.

Focus on these five UX fixes:

1. Talk more about your customer and less about yourself.

2. Provide a clear, bold call-to-action.

3. Simplify and clarify your packages.

4. Showcase trust signals to build credibility.

5. Use clean, scannable formatting.

Make these changes, and watch as your services page starts converting visitors into clients.

Don’t leave conversions to chance.

At Winnicki Digital, we specialize in turning underperforming pages into high-converting, trust-building machines. Whether you need a few quick tweaks or a full strategy refresh, we’re here to help you make the most of every visitor.

📞 Book a Free Service Page UX Review Call >

Let’s turn your services page into a growth engine.