People who read a service page are looking for answers, not advertising. Good copy is short, specific and calm. Here is a template that works for almost any service.
1. One sentence on what you do
For example: “We arrange cremations in the town and surrounding area, including the paperwork and transport.” No introduction and no general phrases.
2. What is included
A list of concrete things: paperwork, transport, the venue, the urn. People want to know what you take care of and what is left to them.
3. How it works
Three or four steps, from the first call to the ceremony. This reduces uncertainty more than any promise.
4. The price, or what it depends on
If you don’t publish a price, explain what affects it. Clarity builds trust.
5. The questions you hear on the phone
Three to five questions with short answers. They help both families and Google.
Tone
- Write as someone talking to the family, not as an advert
- Avoid clichés and heavy words
- Use short sentences and clear headings
- Don’t promise things that are outside your control
If you would rather we wrote the copy, it is part of our website design service.