Guide

How to write a service page that converts

A service page has two audiences. Google needs to understand what the page is about, and a human needs to be convinced enough to ring you. The good news is that writing clearly for the person almost always satisfies the search engine too.

Start with what it is and who it is for

The first two lines should confirm the visitor is in the right place. Name the service and the area in normal language, for example "We fit and repair flat roofs across Dublin and north Kildare."

No slogans, no welcome to our website. They know where they are, they want to know if you do the thing.

Then the questions they already have

Write down the five questions you get asked on every call about that job and answer them in order. How long, how much roughly, what is involved, what could go wrong, when can you come.

This is the section that turns a browser into a caller, because you have removed the reasons to keep looking.

Prove it

Two or three photos of that exact type of work, ideally with a line about the job. A review from a customer who had the same thing done. Any certification relevant to that service.

Generic proof is weak. Proof tied to the same job is strong.

Ask for the call

End with one clear next step and repeat it in the middle of the page for anyone who is already sold. Give a choice of ringing, filling in a short form or messaging, because different people will do different things.

Make sure the phone number is a link on mobile. A number you have to copy out loses calls.

Common mistakes

Every one of these is easy to fix.

  • Writing about your company instead of the customer job
  • One page covering six different services
  • No mention of the areas you cover
  • Stock photos instead of your own work
  • Burying the phone number at the bottom

Common questions

How long should a service page be?

Long enough to answer the real questions, usually somewhere around five hundred to a thousand words. Padding it out hurts more than it helps.

Should I repeat the keyword throughout the page?

Use it naturally in the heading, the first lines and once or twice more. Stuffing it in reads badly and does not help.

Where to go next

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