Crafting Your Services Page

Your Services page is one of the most important pages on your website. It’s where prospective clients decide, often very quickly, whether your firm is relevant to their situation.

As search and AI tools evolve, this page is no longer just a list of offerings — it’s a source of clarity. The clearer and more specific it is, the easier it is for the right people to find you and understand how you work.

The good news: creating an effective Services page doesn’t require a full rewrite or a marketing overhaul. With a bit of focused input from you and some help from AI, this can be done well in about 30 minutes.

Why This Page Matters (More Than Ever)

Search engines and AI-driven tools increasingly rely on clear, well-structured content to understand and summarize what a business does. Tools like schema markup and SEO plugins help reinforce that understanding — but they can only work with the information that’s already on the page.

A Services page that clearly explains:

• what you offer
• who it’s typically for
• and how clients engage with you

performs better in search, sets better expectations, and supports everything else happening on your site.

In other words, clarity here makes every other optimization more effective.

Why You’re the Best Person to Create This Content

You know your services better than anyone else. You know:

• which services you actually deliver day to day
• which types of clients they’re designed for
• and what you intentionally don’t offer

When this page is written generically, it tends to sound like every other advisor website. When it’s written from your perspective, it becomes more accurate, more useful, and more aligned with how you actually work.

Our role is to help you implement and present that content consistently. Your role is to provide the insight only you have.

How AI Fits In (and How It Doesn’t)

AI works best as a writing assistant, not as the source of expertise. When you give it clear input, it can:

• organize your ideas
• improve clarity
• create consistent structure

What it shouldn’t do is invent services, make promises, or decide how you run your business.

That’s why we’ve provided a short, approved prompt below. It’s designed to help you turn your knowledge into a clean, usable Services page that we can implement quickly and correctly.

Step-by-Step: Creating Your Services Page Content

Step 1: Think Before You Use AI

AI works best when it structures your thinking. It works poorly when it invents it.

Before opening any AI tool, write down:

• Your core services (4–7 is ideal)
• Who each service is typically for
• The kinds of problems each service focuses on
• Anything you explicitly do not provide

You don’t need perfect wording. Bullet points are fine.

Step 2: What This Page Is (and Is Not)

Your Services page should:

• Describe what you offer
• Clarify who it’s for
• Set expectations for how you work

It should not:

• Promise results
• Compare you to other advisors
• Include pricing or performance claims
• Read like a sales pitch

Think clarity, not persuasion.

Step 3: Use This Approved AI Prompt

Once you’ve prepared your notes, copy and paste the prompt below into your AI tool of choice.

Do not rewrite or “improve” the prompt. It’s designed to keep the output usable and compliant.

⬇️ Copy/Paste Prompt ⬇️

You are helping me write a Services page for a financial advisor website.

Your role is to ORGANIZE and CLARIFY the services I already provide — not to market, exaggerate, or promise outcomes.

IMPORTANT RULES YOU MUST FOLLOW:
- Do NOT guarantee results or financial outcomes.
- Do NOT use marketing superlatives (best, top, expert).
- Do NOT provide individualized financial advice.
- Keep descriptions factual, neutral, and educational.
- Avoid buzzwords and vague language.

TASK:
Create a Services page based on the information I provide below.

OUTPUT REQUIREMENTS:
- Start with a brief introductory paragraph (2–3 sentences) explaining how these services fit together.
- Then list each service using the following format:

Service Name
- Who it’s typically for
- What it focuses on
- What it does NOT include (if provided)

- Each bullet should be 1 sentence.
- Keep language concise and plain.
- Do NOT include pricing, performance claims, or comparisons.

STRUCTURE THE OUTPUT EXACTLY LIKE THIS:

Intro paragraph.

Service Name 1
- Who it’s for:
- Focus:
- Does not include:

Service Name 2
- Who it’s for:
- Focus:
- Does not include:

(Repeat for all services.)

HERE IS MY INFORMATION:
[PASTE YOUR SERVICE DETAILS HERE]

Clear service descriptions help both people and modern search tools understand what your firm actually does. As AI-driven search increasingly summarizes and compares businesses, specificity and plain language make it easier for the right prospects to find you and recognize when you’re a good fit.

If you host your website with AE Creative, share it with your Creative Account Manager, once your content is finalized. Your Web Team will implement the content on your behalf, ensuring it’s formatted properly, aligned with your site’s design, and published correctly.