How to write great service descriptions for your clinic + 3 free templates

    service descriptions

    When booking online, service descriptions are a key way of getting clients bought into what you offer. They can educate, reassure, persuade, and set expectations.

    They also need to accurately represent the experience a client will have at your clinic. Can you recall that all-too-familiar feeling when you eagerly await an online order, only to find that what arrives falls far short of your expectations? 

    It’s a feeling of betrayal that lingers, making you wary of purchasing from the same place again. And who could blame you?

    That’s precisely why service descriptions when booking online should be accurate, informative, easy to understand, and free from any misleading information. 

    While you might not immediately recognize the role of your service descriptions, they are your golden ticket to persuading potential clients that they’ll receive the service they desire.  

    Writing great service descriptions that convert isn’t rocket science, but that doesn’t mean it’s easy. It’s a delicate balance between creativity and strategy. 

    We trust your expertise when it comes to creativity since you know your clinic best. As for the strategic part, we’ve got your back. 

    Stay tuned for some valuable tips in this blog that will help you nail it.

    What are service descriptions?

    Service descriptions are fundamental to showcasing your offerings. Each service available for booking should have its description, outlining how the service is delivered and what clients can expect to gain from it. 

    Think of it as your business’s way of saying, “Hey, here’s what we’ve got, and here’s why you’ll love it!”

    A well-written service description should meet these three essential criteria:

    • What problem your service will solve for them 
    • The value your client will get
    • What makes your service better than others in the market

    Why are service descriptions so important?

    Because the better the service descriptions are, the more bookings you’re likely to get. 

    🔍 According to an e-commerce study, 20% of online purchase failures are related to missing information or unclear descriptions.🔍

    When a potential client considers booking your service, they are essentially asking, “How will this service benefit me?” Therefore, a clear and comprehensive service description that addresses this question can significantly increase the likelihood of them choosing your service.

    Otherwise, if your description leaves them with unanswered questions, they may seek information elsewhere, and you risk losing their business forever.

    How do you write a good service description?

    When crafting service descriptions, you should focus on making them as clear and easy to read as possible. 

    Your service descriptions are not the place to use fancy words, insider lingo, or crack jokes. Clear, concise descriptions will help you send your message to your clients more easily and effectively, which means it will bring you more conversions. 

    However, writing the perfect service description involves more than just brevity. Here are seven tips to help you create compelling service descriptions.

    1. Start with a name

    The name you give to your service matters as it helps clients understand what they’re actually booking. 

    Sometimes, clients may not be familiar with certain treatments, so it’s important to describe them in a way that makes sense. 

    For example, when offering anti-wrinkle treatment, consider whether to use its full name — ‘anti-wrinkle treatment,’ or refer to it differently.  

    Observe how clients typically inquire about the treatment at your clinic and choose the name that best aligns with their understanding.

    2. Focus on your ideal clients

    Before you start writing your service description, take a moment to put yourself in your client’s shoes. 

    And start by asking yourself, “What information would I want to know about this service?” 

    By doing this you can get insights into:

    • Their motivations — e.g. they want to look younger
    • The issues they’re looking to solve — e.g. they have frown lines or wrinkles 
    • Potential objections to booking your service — e.g. You still don’t have reviews on your service
    • What makes them pick you — e.g. You have experienced doctors on your staff

    This approach will enable you to create compelling service descriptions that resonate with your clients, making them feel like the content was tailored just for them. 

    3. Know their pain point

    The place where you write your service descriptions is the only place where talking about the elephant in the room won’t be awkward.

    There’s nothing more reassuring than having someone truly understand your problems, needs, and desires.

    Your clients feel the same. 

    Paint a vivid picture of the positive results they can expect from visiting your clinic, and they’ll instantly recognize it as the right place for them.

    To give your clients value even more, speak to them directly. Shift the focus to them and make them the center of attention. Use words like “you,” and “your” instead of “I,” “we,” or “us.”

    4. Focus on the benefits rather than the features

    When writing about something you specialize in, it’s only natural to want to delve into the technical details because it’s your expertise. 

    However, it’s crucial to keep in mind that your audience may not possess this knowledge. They don’t need to hear anything too scientific, they just need to know that your service will fulfill their needs. 

    Therefore, when crafting your service description, prioritize clarity for your clients. Explain the benefits they can expect from your treatment, watch your bookings soar, and boost your revenue.

    💡Use features vs. benefits tactic

    If you need to explain specific features for your clients to understand what to expect, ensure that each feature is immediately followed by its corresponding benefit.

    For example:

    Anti-wrinkle treatment stops muscles from moving by blocking a signal from nerves to muscles (feature). This will smooth your wrinkles and give you a more youthful appearance (benefit). 

    Service Feature Benefit
    Anti-wrinkle treatment Anti-wrinkle treatment stops muscles from moving by blocking a signal from nerves to muscles This will smooth your wrinkles and give you a more youthful appearance

    This approach familiarizes your clients with the service while highlighting the end result, which is the most important part for them.

    5. The service description should be easy to read

    Even if your service description is exceptionally well-written and adheres to all the tips we’ve discussed, presenting it as an intimidating wall of text can deter many clients from reading it thoroughly or, in some cases, at all.

    That’s why it is important to make your description reader-friendly by breaking it into easily digestible sections. Use subheadings, short paragraphs, bullet points, and numbered lists to create a visually appealing and scannable layout.

    6. Keep it simple. Be specific and avoid fluff

    After you write the description, read it carefully from your client’s point of view, and along the way ask yourself the question, “Does this support my USP (unique selling point)?”

    If it does not, the part should go. 

    Use factual information rather than generic-sounding phrases and completely avoid the fluffy marketing talk.

    For example, instead of saying, “We are the world’s best clinic.” say, “Our experienced doctors have helped hundreds of clients to gain their confidence back.” 

    Sounds more realistic and reassuring, right? 

    7. Avoid using industry jargon

    Always keep in mind that not everyone is as familiar with your industry as you are. 

    Use language that aligns with how your customers naturally express their needs, rather than relying solely on what you might consider the ‘correct’ terminology.

    Keep it straightforward. Your readers don’t need a crash course in industry specifics, they just want to know you can help them achieve their goals.

    8. Sprinkle in some sensory words

    Sensory words are like a secret weapon for boosting sales — restaurants have used this trick for years and it works like magic for them.

    Sensory terms are usually fancy adjectives that bring your senses to life: things you can see, hear, touch, and taste. 

    Words like “bright,” “smooth,” “velvety,” and “glowing” will make your descriptions come alive. Used sparingly, you can really tap into what clients are looking for. 

    They make your sentences pop, so don’t shy away from them. 

    9. Include FAQs

    Even if your service description is the best there can be, your clients still might have unanswered questions. 

    So, to stop them from running to Google to look for answers, including a FAQ section at the end of your service description, can bring you more bookings. 

    This part of the description should not be long and should include only the most important questions and answers for your clients.

    📑 How to augment great service descriptions

    Sharing educational content on your website and on your social media channels will work in tandem with your service descriptions and contribute to increasing online bookings. 

    🔍 A study finds that 81% of people go online to find information and answer any questions about a product or service before making a purchase or booking an appointment. 🔍

    Educating your potential clients about the services and products you use in your clinic can be helpful in converting them into clients. 

    It can be a great way to establish your clinic as an authority in your industry, as it will give your potential clients the reassurance that you are an expert. 

    So, if a potential client wants to book a service in the future, guess who they’ll book it with? 

    With the one that knows everything about the service that they want to book. 

    So be the expert, not the amateur. 

    ▶️ Include various media and content formats ▶️

    Keep in mind that not everyone is a fan of text-based content, and some people simply connect better when the information is presented visually through images or videos. 

    This makes it more likely for them to remember what you had to say when the decision time to book a service comes. 

    You can diversify your content by: 

    • Writing blogs — e.g. A blog that unpicks some of the myths about a certain service, such as 10 common myths about Anti-wrinkle treatment..
    • Using videos to explain your services — e.g. Posting videos on Instagram and TikTok where you walk through your most popular service and how the treatment will go.
    • Showcasing your services in action through photos and infographics — e.g. Share content from clients, like before and after pictures that show the transformation.
    • Boosting your credibility by integrating client reviews and testimonials — Share the best reviews on your website or quotes/comments from your clients that show your service in the best light.

    Create service descriptions for your clinic in seconds with PabauAI

    Not a natural writer or simply not sure where to start? Don’t worry, Pabau has an integrated AI writing tool that will help you craft the best service description.

    When you create a new service in Pabau, you’ll also need to write the service name and description you want to appear when someone books it online. 

    If you are not confident that you can write a good description by yourself or you simply don’t have the time, you can just ask the AI writing tool to write it for you. 

    Three benefits of PabauAI for service descriptions

    1. No more staring at a blank page.

      Sometimes the hardest part is getting started. Especially if you lack experience in writing service descriptions. PabauAI eliminates this hurdle, allowing you to generate service descriptions with a single click, saving you time and energy.


       2. Create service descriptions in seconds.

    By simply writing the service name, the tool will generate a high-quality service description for you. It will help you streamline the process of writing service descriptions and save you valuable time.

       3. Tailor them to your brand voice.

    Your only task will be to customize the generated content to match your brand’s unique voice and style, ensuring that your service descriptions align perfectly with your brand identity. 

    We asked PabauAi to write a service description for Hydra Facial Treatment and here’s what it delivered.

    Experience the ultimate in skincare with our Hydra Facial Treatment. 

    This luxurious treatment combines the power of water, exfoliation, and hydration to leave your skin looking and feeling rejuvenated. 

    Our skilled aestheticians will cleanse, exfoliate, and extract impurities from your skin, while simultaneously infusing it with nourishing serums. 

    The result? A radiant, glowing complexion that will have you feeling confident and refreshed. 

    Don’t wait. Book your Hydra Facial Treatment today and give your skin the pampering it deserves.

    ⭐ Pabau solves even more problems ⭐

    Camille Armstrong, owner of the aesthetic clinic Secret Enhancements uses Pabau and shared her experience with the software.

    One big problem Pabau solves for Camille is enabling patients to research the treatments themselves from the booking system. 

    Previously, Camille found that she had to spend a lot of time explaining treatments to patients, despite the information being on her website. 

    Now, on Pabau, there’s an information icon next to every single treatment. All you have to do is click on the icon to read a description of each treatment. 

    For example, Secret Enhancements offers a HydraFacial treatment and we have six variations of this treatment. Before, this would have required Camille to explain the differences. Now, it’s all done for her by Pabau. 

    “Now, I don’t waste a lot of time now explaining what each treatment entails. Instead, a client can go on Pabau and read the information next to each treatment themselves.”

    Grab your 3 FREE service description templates for online booking

    💉 Free service description template for Anti-wrinkle treatment💉

    Say farewell to wrinkles and hello to a youthful you! 

    Choose us for: 

    ✔️ Customized Results: Tailored Anti-wrinkle treatments for a natural look. 

    ✔️ Quick & Painless: Fast, painless procedures with zero downtime. 


    Wrinkle Reduction: Smooth, youthful skin. 

    Natural Appearance: Preserves expressions and minimizes aging signs. 

    Long-Lasting: Enjoy months of rejuvenation. 


    Q: Is Anti-wrinkle treatment safe? 

    A: Yes, FDA-approved, safely administered. 

    Q: How long do results last? 

    A: 3-4 months, with follow-ups for maintenance.

    👄 Free service description template for Lip Filler 👄

    Get the perfect pout you’ve always dreamed of. 

    ✔️ Personalized Consultations: Tailored treatments for your unique goals. 

    ✔️ Expert Precision: Skilled practitioners ensure natural, harmonious enhancements.


    💋 Adds volume and enhances overall aesthetics. 

    💋 Fuller lips without an overdone appearance. 

    💋 Minimal downtime — enjoy immediate results. 


    Q: How long do results last? 

    A: Typically several months, with maintenance options. 

    Q: Will my lips feel natural after treatment? 

    A: Yes, our lip fillers provide a soft, natural feel for normal lip movement.

    💃 Free service description template for Laser Hair Removal 💃

    Escape the endless hair removal cycle!

    ✔️ Advanced Technology: Safe, precise treatments with the latest lasers. 

    ✔️ Experienced Professionals: Highly trained technicians ensure your safety and satisfaction. 


    Permanent Reduction


    Painless and Quick


    Q: Does it hurt? 

    A: Minimal discomfort, many describe it as tingling.

    Q: How many sessions for optimal results? 

    A: It varies. You’ll get personalized treatment plans during a consultation. 

    Q: Are results long-lasting? 

    A: Yes, but periodic maintenance sessions are recommended.

    Grad your 3 FREE services templates you can customize for your website

    💉 Service description for Anti-wrinkle treatment 💉

    Revitalize Your Appearance with Anti-wrinkle treatment at [Your Clinic Name] 

    Say goodbye to wrinkles and hello to a more youthful you! At [Your Clinic Name], we offer Anti-wrinkle treatment, a safe and effective solution for a smoother, rejuvenated look. 

    Why choose Anti-wrinkle treatment with us? 

    Customized Results: Our experienced doctors tailor each Anti-wrinkle treatment to your unique needs, ensuring a natural and youthful appearance. 

    Quick and Painless: Anti-wrinkle treatments are fast and virtually painless, with no downtime, so you can get back to your day. 

    Benefits of Anti-wrinkle treatment

    Smoothes Wrinkles: Anti-wrinkle treatment relaxes muscles, reducing wrinkles for a smoother complexion. 

    Natural-Looking: Our expert touch preserves your natural expressions while minimizing signs of ageing. 

    Long-Lasting: Enjoy months of refreshed, revitalized skin. 

    Frequently Asked Questions (FAQ) 

    Q: Is Anti-wrinkle treatment safe? 

    A: Yes, Anti-wrinkle treatment is FDA-approved and has a long history of safety when administered by qualified professionals. 

    Q: How long do the results last? 

    A: Results typically last for several months, and you can schedule follow-up treatments to maintain your desired look.

    Q: Is there any downtime after an Anti-wrinkle treatment? 

    A: No, there is minimal to no downtime with Anti-wrinkle treatment. You can resume your daily activities immediately. 

    Q: Will Anti-wrinkle treatment make me look “frozen” or unnatural? 

    A: No, our skilled professionals ensure natural-looking results that preserve your unique facial expressions. 

    Start Your Journey to Youthful Beauty Today

    👄 Service description for Lip Filler 👄

    Enhance Your Beauty with Lip Fillers at [Your Clinic Name] 

    Unlock the perfect pout you’ve always dreamed of with our lip filler treatments at [Your Clinic Name]. Our expert team is dedicated to helping you achieve fuller, more luscious lips while ensuring a natural and beautiful result. 

    Why Choose Lip Fillers with Us?

    Personalized Consultations

    We understand that every individual is unique. Our experienced professionals take the time to discuss your desired look and tailor the treatment to your specific goals. 

    Expert Precision: Our skilled practitioners have a keen eye for detail, ensuring that your lip enhancement appears natural and harmonizes with your facial features. 

    Benefits of Lip Fillers 

    Plump and Define: Lip fillers add volume and definition to your lips, enhancing your overall facial aesthetics. 

    Subtle and Natural: We prioritize a natural look, ensuring that your lips are fuller without appearing overdone. 

    Quick and Minimal Disruption: Lip filler treatments are convenient, with minimal downtime, allowing you to enjoy your results immediately. 

    Frequently Asked Questions (FAQ) 

    Q: Are lip fillers safe? 

    A: Yes, lip fillers are FDA-approved and administered by our skilled professionals in a controlled, safe environment. 

    Q: How long do lip filler results last? 

    A: Typically, lip filler results last several months, and you can schedule touch-up appointments to maintain your desired look. 

    Q: Will my lips feel natural after the treatment? 

    A: Yes, our lip fillers are designed to feel soft and natural, allowing for normal lip movement. 

    Q: Is there any discomfort during the procedure? 

    A: We prioritize your comfort. We use numbing agents to minimize any potential discomfort during the treatment.

    💃 Service description for Laser Hair Removal 💃

    Experience the Future of Skin Rejuvenation with Laser Treatment at [Your Clinic Name] 

    Tired of the endless cycle of shaving, waxing, or plucking unwanted hair? 

    Discover the lasting freedom of smooth, hair-free skin through our advanced Laser Hair Removal treatment at [Your Clinic Name]. 

    Why Choose Laser Hair Removal with Us?

    Advanced Technology: Our clinic is equipped with the latest laser technology, ensuring safe, effective, and precise treatments. 

    Experienced Professionals: Our highly trained technicians have a wealth of experience, ensuring your safety and satisfaction throughout the process.

    Benefits of Laser Hair Removal

    Permanent Reduction: Laser hair removal provides a long-lasting reduction in unwanted hair, freeing you from the need for constant upkeep. 

    Precision: Our advanced lasers target hair follicles with precision, leaving surrounding skin unharmed. 

    Painless and Quick: The treatment is virtually painless and typically quick, making it a convenient option for your busy schedule. 

    Frequently Asked Questions (FAQ) 

    Q: Is laser treatment safe for all skin types? 

    A: We offer laser treatments suitable for various skin types and tones. During your consultation, we will determine the most appropriate treatment for your unique needs. 

    Q: Does laser treatment hurt? 

    A: Most patients experience minimal discomfort, often described as a slight tingling or snapping sensation. We use cooling techniques to enhance your comfort during the procedure. 

    Q: How many sessions will I need for optimal results? 

    A: The number of sessions varies depending on the treatment and your specific goals. During your consultation, we will provide a personalized treatment plan. 

    Q: Are the results long-lasting? 

    A: Laser treatment results are long-lasting, but periodic maintenance sessions may be recommended to maintain your desired outcome.

    Service descriptions - key takeaways

    In conclusion, service descriptions serve as the window through which potential clients perceive the value your clinic offers.

    To ensure your service descriptions stand out and resonate with your target audience, remember the key principles:

    • Consider your clients’ needs and pain points
    • Emphasize benefits over features 
    • Keep it simple and easy to read
    • Use sensory words 
    • Include an FAQ section 

    These steps will help you engage potential clients, boost bookings, and establish your clinic as an industry authority. 

    Remember, crafting compelling service descriptions is your gateway to showcasing the value your clinic provides.

    What you should do now

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