.services__item:hover {
background-color: green;
}
.services__item:hover > .services__name {
color: #fff;
}
.services__item:hover > .services__content {
color: #fff;
}
.services__item:hover > .services__btn {
color: #fff;
border: 1px solid #fff;
}
background-image: url()
и менять ее при наведении