Service pages are where people decide whether to contact you. They’ve already searched for what they need. Now they want to know if you’re the right fit.
Here’s the structure I use when I write service pages for clients.
1. A headline that matches the search
If people search “furnace repair Surrey”, your page headline should say something close to that. Clear beats clever. Add a short line underneath about who you help and what makes you different.
2. Answer the main question early
In the first few lines, explain what the service is and who it’s for. Many visitors skim, so the most useful information should come first.
3. Describe the problem you solve
Talk about the situation your customer is in. A leaking roof after a storm. A website that hasn’t brought in an enquiry in months. When people see their own problem described, they feel understood.
4. Explain what’s included
Use a short list. What do you actually do? What does the customer get at the end? This is where vague pages lose people, so be specific.
5. Show how it works
Three or four steps from first contact to finished job. People are more comfortable reaching out when they know what happens next.
6. Add proof for this service
Use photos, examples or reviews that relate to this exact service. A review about a kitchen job on a kitchen page is far more convincing than a general one.
7. Answer common questions
Add a short FAQ with the questions people actually ask you on the phone. How long does it take? Do you work weekends? What areas do you cover? This helps visitors and can help you show up in search and AI answers.
8. One clear call to action
Repeat the same main action a few times down the page, like “Book a free estimate”. Use the same wording each time so it’s easy to recognize.
Writing tips
- Write the way you talk to customers.
- Use short paragraphs and clear subheadings.
- Use the words customers use, not industry jargon.
- Link to related services and helpful articles.
If your services all sit on one page right now, splitting them up is often one of the quickest wins. My local SEO checklist explains why. Want help? Take a look at my website design services.
