June 11, 2024
How to Write Service Pages That Rank and Bring Enquiries
A service page has two readers: the search engine and the customer. This structure serves both.
In this article
Most business sites put all their services on one page and wonder why none of them is found. A search engine ranks pages, not websites. If you want to be found for a service, that service needs a page of its own.
One service, one page
Each service page should answer one search. "Kitchen renovation" and "bathroom renovation" are different searches by different people, so they are different pages. The page address, the title and the main heading should all name the service plainly.
The structure that works
Start with a short paragraph that says what the service is, for whom and where. Then cover, in this order:
- What is included, and what is not.
- How the work goes, step by step.
- What it costs, or at least what the price depends on.
- Photos or a short case from real work.
- The questions customers always ask.
Write the way you explain the service on the phone. The words customers use are the words they search.
Questions earn their place
A section of real questions does three jobs. It answers objections before the call, it adds the long phrases people type, and it can appear directly in search results. Keep the answers short and honest; a question about price deserves a real answer, even if it is a range.
Proof, close to the claim
A review about this service belongs on this page, not on a separate testimonials page nobody opens. The same goes for photos, certificates and guarantees.
Links between your pages
Link from each service page to the related ones, and from your articles to the service they discuss. These links tell Google which pages matter, and help visitors keep going. A site that is fast and stable makes the most of this work.
Then measure
Give a new page a few weeks, then look at which searches bring people to it and adjust the headings to match. We plan and write service pages as part of our SEO and content work. To see which pages your site is missing, ask us for a short review.
Questions and answers
How long should a service page be?
As long as it takes to answer what a customer asks before calling. For most services that is several hundred words, not a few lines.
Do I need a page for every town I serve?
Only where you have something real to say about working there. Copies of one page with the town name swapped do not help.
