Service page

Digital Experience

Diagram showing all of the modules required on a website serice page template.

Use this pattern when you need a customer to take an action, such as updating their details or activating a new credit card.

What’s happening here?

Page variations

There are 2 types of page patterns for Service:

Simple

For Services that need a basic level of information, such as:

A snapshot what we’re asking a customer to do
Key benefits of the request
Next steps a customer needs to take
Eligibility criteria and what’s involved
Footer CTAs
Terms and conditions

Service page simple guidelines

Detailed

For Services that need additional information, such as:

Other useful resources
Downloading the app (if applicable)

Service page detailed guidelines

Page sections

Each variation of the Service page pattern is split into sections. The sections are prioritised to align with the purpose of the page, to outline the steps a customer needs to take to activate a service or use one of the features of our App.

There are mandatory sections that must be included to support our customers on their journey. There are also some optional sections to help our customers to activate a feature or take a particular action.

Mandatory sections – these drive the primary action you would like a customer to take. In priority order these are:

Orientation - provides a clear headline to introduce the service and entices customers to continue reading. This uses a header block banner and may include the most important feature or headline for this service, along with a CTA.
Details - outlines the steps we’d like a customer to take to complete the action
Value - highlights the key primary benefits and features
Action - provides a clear next action for the customer by outlining step-by-step guide on how it works, eligibility criteria, along with a footer CTA to help the customer take the next action.

Optional sections – these help a customer learn more about the service.

For service these may include: