A service page should include, from top to bottom: a headline that names the service and where you do it, a short line on who it's for, what the work includes and what it doesn't, how a job runs from first call to finish, proof that you've done it before, a price range or what drives the price, answers to the questions buyers ask on the first call, and one clear way to get in touch. That's eight parts. A property manager comparing three contractors should be able to find each of them in under a minute, on a phone, without calling you to ask.
Each part does one job. Here's what goes in each, and what to leave out.
The eight parts, in order
| Part | What the buyer is checking | What to write |
|---|---|---|
| Headline | Do they do this, here? | The service by the name buyers use, plus your area: "Commercial Roof Repair in Columbus" |
| Who it's for | Is this for a company like mine? | One or two sentences naming the kinds of buildings, sites or customers you serve |
| Scope | What exactly do I get? | What's included, what's extra, and what you don't do |
| Process | What happens after I call? | Three to six steps from first call to finished job, with rough timings |
| Proof | Have they done this before? | Project photos, a short example, certifications, years doing this specific work |
| Price guidance | Is this in my budget? | A range, a starting point, or the three things that move the price |
| Questions | What about my situation? | The four or five questions your estimators hear every week |
| Next step | How do I start? | One button, a tap-to-call number, and what happens after they reach out |
Where service pages usually go wrong
The headline is clever
"Protecting what matters most" could sit on the page of a roofer, a security firm or an insurance agency. A buyer can't tell from it what you do. Put the service name in the headline and in the page title, the line that shows up as the blue link in Google. Google's own starter guide says a good title is "unique to the page, clear and concise, and accurately describes the contents of the page." The same guide warns that repeating the same words over and over is keyword stuffing, which is against its spam policies. Say the service name naturally, a few times, and stop.
One page tries to cover every service
A page called "Our Services" with eight short paragraphs gives nobody enough detail to decide. If buyers search for a service separately, and they hire for it separately, give it its own page; a facility manager looking for parking lot sealcoating doesn't want to scroll past striping, crack fill and snow removal to find out whether you work in their county and how soon you could start.
The proof is vague or borrowed
"Trusted by hundreds of businesses" proves nothing. A photo of a finished job with a one-line caption (building type, size, what you did) proves a lot. If you use reviews or testimonials, use real ones from real customers, word for word. The FTC's final rule bans fake reviews and testimonials, including ones that misrepresent who wrote them or what their experience was. Stock photos of smiling people in hard hats don't help either. Buyers can tell.
There's no price at all
Many trades can't quote without seeing the job, and that's fair. You can still help. Give a typical range for a common job size, or name what moves the price most, like square footage or how hard the site is to reach. A buyer with a rough number is more likely to call than one who suspects the price is too high to print.
The next step is buried
One clear button near the top, the same button again after the proof, and a phone number that starts a call when tapped. Say what happens next: "We'll call you back within one business day to set up a site visit." Then do it.
The local details
If you serve particular cities or counties, name them on the page in plain text. Searches for trade services are often local, and the page should make it obvious where you work. Your contact details should match your Google Business Profile exactly: same business name, same address, same phone number.
You can also describe your business to search engines in a format they read directly, called structured data. Google's local business structured data lets you tell it your hours, departments and other details, though Google is clear that adding it doesn't guarantee any special display in results. It's worth doing. It isn't magic.
To see how your current pages hold up, our Free AI Visibility Check looks at your website, your mobile speed, whether you come up in a local search, and what an AI assistant says when a buyer asks who to call. No email needed.
Writing all those pages
A company that sells twelve services in six areas has a lot of pages to write, and each one needs real detail from the people who do the work. That's the part most owners don't have time for.
Inbound SDR starts there. In the first month we build a website of up to 100 pages, planned around every service you sell and every area you serve, with local structured data in place. We also write a guide for every product or service and publish a new blog every business day, posted to up to 3 social platforms. Packages start at $1,000 per month on a 12-month term. If you sell two services in one town, and your current pages already cover the eight parts above, you probably don't need it.
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