What to write on a service page
Your home page tells someone what you do. Your service pages are what actually get found, because people search for the specific thing they need, not for your business. Someone with a leak searches for emergency plumbing in their town. They do not search for you.
Most small business sites have one page listing every service in a row. That page competes for nothing, because it is not really about anything.
One page, one service
If you do six things, that is six pages. Not one page with six paragraphs.
This feels like busywork and it is the single biggest structural difference between sites that get found and sites that do not. A page about boiler repair can rank for boiler repair. A page about boiler repair, bathroom fitting, radiators, power flushing and landlord certificates ranks for nothing, because a search engine cannot tell what it is for.
What belongs on the page
In this order, because it matches the order the reader wants it.
The service and the area, in the first line. "Boiler repair in North Leeds, usually same day." Plain, specific, and the two things a searcher is checking for.
What the job actually involves. Not a description of your values. What happens, in what order, and how long it takes. "We test the system, find the fault and quote before touching anything. Most repairs take under two hours." This is the part almost every site skips and almost every customer wants.
What it costs, or what moves the cost. A price, a range, or an honest explanation of why neither is possible.
Proof of this specific work. Photos of this job type, not a generic gallery. A review that mentions this service. If someone landed on your bathroom page, showing them a driveway helps nobody.
The questions you always get asked. Do you need access to the whole house. Do I need to be there. How soon can you come. Every one you answer is an enquiry you do not have to reply to, and search engines read these as the useful content they are.
One clear next step. Call, book, or request a quote. The same action you use everywhere else.
Write the way a customer talks
Use the words your customers use, not the words your trade uses. People search for blocked drain, not drainage solutions. They search for someone to fix a leaking tap, not plumbing services.
The fastest way to find these words is your own phone. Whatever people say when they ring you is what they typed before they rang. That is the phrase the page should use.
How long is long enough
Long enough to answer the question properly, which is usually four hundred to eight hundred words. Below about two hundred you have a stub, and stubs frequently do not get indexed at all.
Do not pad. A page repeating the same idea in longer sentences reads as thin to a person and to a search engine. If you genuinely have little to say about a service, it probably belongs as a section on a related page rather than a page of its own.
The mistake that undoes all of it
Do not build six near-identical pages by copying one and swapping the service name. Search engines treat those as duplicates and often index none of them.
The same applies to town pages. Ten pages that differ only by place name is the most common self-inflicted wound in local search. One good page covering your area beats ten thin ones covering nothing.
Where to start
Take the service that makes you the most money and write that page properly. One page done well teaches you more than six done quickly, and it starts earning while you write the next.
The Instinctor team
