The Page That Needs This Most Is Not Your Homepage
Homepages get all the attention and rewriting one feels like progress. But a visitor who is close to buying is rarely on your homepage — they are on the page about the specific thing they need, and that is where the decision actually happens.
Service pages are also where most sites are weakest, because they get written last and in a hurry. If you can only afford to have a few pages written properly, have the ones you would send to a customer who asked “what exactly do you do and what does it cost”.
The “We” Problem
Read your own site and count how many sentences begin with your company name or the word “we”. Then count how many begin with something the reader has, wants or is worried about. On most business sites the first number is much larger, and that is the whole problem in one measurement.
Nobody is on your website to learn about you. They are trying to work out whether you can solve their problem, whether you are competent, and what it will cost. Copy that keeps answering those three questions outperforms copy that describes the company, however well written the description is.
You Might Be Better Off Writing It Yourself
An honest position from a page selling copywriting: if you can explain your work plainly in an email or on a call, you can probably write your own service pages, and they will contain specifics no writer could invent — the real objection customers raise, the case you had to turn down, the thing you do differently and why.
Our guide on how to write content for a website gives the structure to do that. Hire this out when you genuinely have no time, when your writing does not sound like you want the business to sound, or when the site is being rebuilt anyway and the words should be part of that — which is when it fits naturally into website development or the wider website services we offer.