Resource
Writing a service description people can act on
The four sentences every service needs, with before and after examples from practitioner sites.
A service description has one job: to let the right person say "yes, that is for me" and take the next step. Most descriptions fail because they describe the practitioner's philosophy instead of the visitor's situation.
Every service needs four sentences, in this order.
- Who it is for. "For autistic adults who want practical help with daily life."
- What happens. "A 50-minute session, online or in person, on whatever you choose to bring."
- What it costs and how often. "$45 per session, weekly or fortnightly."
- What to do next. "Start with a free introductory conversation."
Before: "I offer a safe, person-centred space where you can explore your journey at your own pace."
After: "One-to-one peer support for autistic adults. Fifty minutes, online or in person, on what you choose. $45 a session. Start with a free introduction."
Everything in the first version is sincere. None of it helps a visitor decide. The second version can be read in eight seconds and answered with a click.
Three habits that keep descriptions clear:
- Write the price before you write anything else. It stops you hiding.
- Cut any sentence that could appear on any other practitioner's site.
- Read it on your phone, as a stranger, with a one-minute timer.
If you would like a second pair of eyes on yours, the Website Review covers every service on the page.