A Christian consultant we work with sent us her services page last week with a quiet question — should I add another offering? She was already listing seven. Her best clients only ever booked two of them. The other five were mostly there in case someone asked. We suggested the opposite of what she was preparing to do.
Faith-based service businesses tend to overstuff their services page out of a generous instinct. The thinking goes something like this — if I list more, I will serve more, and I do not want to turn anyone away who needs help. It feels like a kindness. In practice it usually reads as a hedge, and visitors who could not have named what they needed before they arrived leave without being able to name it now.
Specificity is its own form of hospitality. When a coaching site says "six-month leadership engagements for women in mid-career ministry transitions," the reader who fits exhales. The reader who does not fit also exhales and goes looking elsewhere. Both of those are good outcomes. A list of twelve adjacent offerings serves neither of them.
There is a spiritual undertone worth naming. Most of us were not called to do every good thing. We were called to a particular work, in a particular season, for particular people. The services page is one of the quieter places that calling shows up — or fails to. When the page tries to be everything, it usually communicates that the business is still figuring out what it is.
Practical pruning looks like this. Pull the analytics for the last twelve months and find which two or three services account for most of your revenue and most of your favorite client stories. Those stay, named clearly, with outcomes attached. Move the rest to a single line at the bottom — "we occasionally take on custom engagements; ask if your situation does not fit the above" — or remove them entirely. You can always add a service back. It is much harder to take one away after a page has been live for years.
What you will likely find in the weeks after is the opposite of what fear predicts. Inquiries do not dry up. They get better. The discovery calls feel different because the people on the other end already self-selected. The work itself becomes more focused, which usually means more enjoyable and more profitable.
If your services page has been quietly growing for years and you are not sure what to cut, reach out through our contact page. We help faith-based service businesses say less on their websites and mean more by it.