If I could only improve one thing on most small business websites, it would be the service pages. They’re where search engines decide which searches you deserve to show up for, and where visitors decide whether to call. Here’s the structure I use, section by section.
1. A title that says the service and the place
Your page title and main heading should name the service and, for local work, your area. “Water Heater Repair in Stow, OH” is clear to people and to Google. Keep the title under about 60 characters.
2. An opening that answers “am I in the right place?”
In two or three sentences, say what you do, who it’s for, and where. Mention the service phrase naturally. Then give the reader an easy next step, like a button to call or request an estimate.
3. Describe the problem in their words
People search for symptoms more than solutions. “Water heater not heating,” “leaking from the bottom,” “strange noises.” List the problems you fix, in the words customers use. It reassures readers and matches more searches.
4. Explain how you handle it
Walk through what happens when someone hires you: how they reach you, when you come out, what you check, how you quote, and what the work involves. This is where you stand apart from competitors who just list services.
5. Show proof
Add a photo or two of real work, a short review from a customer who had this exact service done, and any relevant licenses or certifications.
6. Answer common questions
Cost factors, how long it takes, whether you handle emergencies, what areas you serve. Short, honest answers. These sections are often what gets quoted in Google’s results and in AI-generated answers.
7. Link to related services
Point to other relevant pages: repair links to replacement, installation links to maintenance. It helps visitors and helps search engines understand your site.
8. End with a clear next step
Phone number, a short form, and what happens after they get in touch. Don’t make people scroll back to the top to contact you.
Things to avoid
- Copying the same text onto multiple service pages
- Stuffing the town name into every sentence
- Walls of text with no headings
- Burying the phone number
Questions I hear a lot
How long should a service page be?
Long enough to answer what a customer needs to know. For most services, that’s several hundred words plus photos and FAQs.
Should each town get its own service page?
Only if you have genuinely local information to add. Otherwise one strong page with a service area section works better.
If you want a second set of eyes
If you’d like me to look over one of your service pages and suggest changes, send it through the free website check. Writing pages like this is a big part of my SEO work.