How to Write a Service Page That Answers Your Customers

A service page is a page on your website about one thing you do. It gives a customer who searched for that service a place to land, and it gives your Google profile, your posts and your articles something to point to. A good one takes about an hour to write.

You need: your website (any builder that lets you add a page), a list of your main services, and a few real customer questions about each one.

Why one page per service

If you put everything on one page, no part of it explains anything. A separate page for each main service lets you say what the service is, who it is for, how it works and what to do next. Someone who searched for "drain cleaning" should not have to dig through a page about everything you do.

Start with the one or two services you most want more of. You do not need to do them all at once.

Step 1. Pick the service and the question

Write down the service in the words a customer uses, and the main question they have. For example: "AC repair. Why is my AC not cooling, and what will a repair cost?"

Step 2. Use this outline

Write the page in these sections, in this order:

1. A title that says what and where. "AC Repair in Buckeye" is better than "Our Services."
2. Two or three sentences up top. Say what the service is and where you offer it. Someone should know they are in the right place without scrolling.
3. Who it is for. The situations where a customer needs this.
4. How it works. Three to five short steps, from first call to finished job.
5. What it costs, or what affects the cost. Give a price or range only if you are certain of it and will honor it. Otherwise explain what changes the price and how you give a quote.
6. Questions customers ask. Three to five real ones, with straight answers.
7. Proof you can stand behind. Real photos of your work, with permission, and real reviews that people have given you. Do not invent testimonials or numbers.
8. A next step. One clear thing to do: call, book or request a quote. Put your phone number and a button where it is easy to see.

Add links to your other services and your contact page, and link each service page from your home page so people can find it.

Step 3. Write for a person

Use the words you would use at the counter. Short sentences. No filler. If you can say it in two sentences, do not use five.

Google's own advice is to write content that is helpful, reliable and written for people first, and to keep it current. Do not repeat the service name over and over to try to trick search. It makes the page worse for customers.

Step 4. Set the page title and the short description

Most website builders have a place for the page's title and description in an "SEO" or "page settings" area. Google's advice for each:

• Title: unique to this page, clear and short, and an accurate description of what is on it. Example: "AC Repair in Buckeye, AZ | Desert Breeze Heating and Air" (an imaginary company).
• Description: short, unique to this page, and it includes the most relevant points.

Add a short, plain description of each photo, which is called alt text. Say what the picture shows, for example "Technician replacing an AC capacitor." It helps people using screen readers and tells Google what the image is.

Use AI for a first draft

Use the facts-first method in How to Use AI to Write Your Marketing Without It Making Things Up. Paste your facts sheet first, then use this:

Write a service page for [service] for my business. Use the outline below and only the facts in my facts sheet. Do not invent prices, guarantees, awards, customer quotes or statistics. If you need a fact that is not in the sheet, write [ASK ME].

Outline: a title that says what and where; two or three opening sentences; who it is for; how it works in three to five steps; what affects the cost; three to five questions and answers using the real questions I give you; and one clear next step.

Real questions customers ask about this service: [paste your list]

Write in plain words, short sentences, no exclamation points.

Then check it line by line against your facts. Replace every [ASK ME] with a true answer or take the line out.

Check your work

• The page title says what you do and where.
• A stranger can tell what the service is within the first few sentences.
• Every price, hour, promise and claim is true today.
• It answers at least three questions customers really ask.
• There is one clear next step, and the phone number works.
• The details match your Google profile.
• Open the page on your phone. Is it easy to read and easy to tap?

Keep it up

Reread each service page every quarter. When you change a price, an hour or an offer, change the page the same day. Our guide on how to tell if a change worked shows how to see whether a new page is helping.

If you would rather hand this off

We draft service pages from what you tell us and review them with you before they go live. See Local Business Website Design, or get started.