diff --git a/app/main/forms.py b/app/main/forms.py
index a2885fe8f..7bb000cc7 100644
--- a/app/main/forms.py
+++ b/app/main/forms.py
@@ -164,13 +164,13 @@ class AddServiceForm(Form):
     name = StringField(
         'Service name',
         validators=[
-            DataRequired(message='Service name can not be empty')
+            DataRequired(message='Service name can’t be empty')
         ]
     )
 
     def validate_name(self, a):
         if a.data in self._names_func():
-            raise ValidationError('Service name already exists')
+            raise ValidationError('This service name is already in use')
 
 
 class ServiceNameForm(Form):
diff --git a/app/templates/views/add-service.html b/app/templates/views/add-service.html
index f0b4a5ff7..ec03a91e9 100644
--- a/app/templates/views/add-service.html
+++ b/app/templates/views/add-service.html
@@ -16,16 +16,29 @@
     </h1>
 
     <p>
-      Be specific. Remember that there might be other people in your
-      organisation using GOV.UK Notify.
+      Be specific to your service. Remember that there might be
+      other people in your organisation using GOV.UK Notify.
     </p>
 
+    <p>
+      Users will see this:
+    </p>
+
+    <ul class="list-bullet bottom-gutter">
+      <li>
+        at the start of every text message, eg ‘Vehicle tax: we received your
+        payment, thank you’
+      </li>
+      <li>
+        as your email sender name
+      </li>
+    </ul>
+
     <form autocomplete="off" method="post">
 
       {{ textbox(form.name, hint="You can change this later") }}
 
-
-      {{ page_footer('Continue') }}
+      {{ page_footer('Add service') }}
 
     </form>
 
diff --git a/tests/app/main/test_add_service_form.py b/tests/app/main/test_add_service_form.py
index a89170c1e..ca021b741 100644
--- a/tests/app/main/test_add_service_form.py
+++ b/tests/app/main/test_add_service_form.py
@@ -9,4 +9,4 @@ def test_form_should_have_errors_when_duplicate_service_is_added(app_):
         form = AddServiceForm(_get_form_names,
                               formdata=MultiDict([('name', 'some service')]))
         form.validate()
-        assert {'name': ['Service name already exists']} == form.errors
+        assert {'name': ['This service name is already in use']} == form.errors
diff --git a/tests/app/main/views/test_add_service.py b/tests/app/main/views/test_add_service.py
index 4661aa641..c5a4fc9e7 100644
--- a/tests/app/main/views/test_add_service.py
+++ b/tests/app/main/views/test_add_service.py
@@ -47,7 +47,7 @@ def test_should_return_form_errors_when_service_name_is_empty(app_,
             client.login(api_user_active)
             response = client.post(url_for('main.add_service'), data={})
             assert response.status_code == 200
-            assert 'Service name can not be empty' in response.get_data(as_text=True)
+            assert 'Service name can’t be empty' in response.get_data(as_text=True)
 
 
 def test_should_return_form_errors_with_duplicate_service_name(app_,
@@ -62,5 +62,5 @@ def test_should_return_form_errors_with_duplicate_service_name(app_,
             response = client.post(
                 url_for('main.add_service'), data={'name': 'service_one'})
             assert response.status_code == 200
-            assert 'Service name already exists' in response.get_data(as_text=True)
+            assert 'This service name is already in use' in response.get_data(as_text=True)
             assert mock_get_services.called