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Services pages are critical for both B2B and B2C sites, as their common, primary goal is lead generation (while with ecommerce, the main goal is sales).
There may be a little bit of direct sales/transactions that take place, like purchasing a few hours of consulting, but usually the main objective of both B2B and B2C websites is to get folks to contact them, whether by phone or email. Watch the video: http://www.seocopywriting.com/content-marketing/7-hot-tips-for-writing-a-top-converting-services-page/
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