Say who it is for
The first sentence on a service page should name the visitor. If an SMB owner can't tell in five seconds whether the page is about them, the rest of the page does not matter.
Show the artifact
Describe deliverables in the language of the thing you hand over. A Shopify store with a working cart. A dashboard with conversions wired up. A campaign structure with creative variants. Vague value props fail.
Name the price
Starting price, engagement length, number of packages. A service page that hides price is a page the visitor closes. Honest constraints build trust faster than a sales call.
Give one CTA
One primary action, at most one secondary. Book a call. Or send a note. Multiple equally weighted CTAs are a sign that the page could not decide what mattered.