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RESOURCE · WEBSITE STRATEGY
How to Write Service Pages That Work
Service pages are where local websites win or lose. They are what search engines rank, what AI tools extract, and what customers read right before deciding to call. Here is a structure that works, in the order it should appear on the page.
Start With the Customer's Problem
Open with the situation the customer is in, not with your company history. “Black streaks and moss shortening your roof’s life?” meets the reader where they are. Then state plainly what you do about it and where you do it. Customer first, service second, company third.
The Structure That Works
- Headline: the service plus the outcome
- Short intro: who it is for, what problem it solves, what area you serve
- What's included: a scannable list of exactly what the customer gets
- Proof: photos, a review or two, relevant credentials
- FAQ: three to eight real questions with direct answers
- Call to action: one clear next step, stated confidently
Keep It Local and Keep It Plain
Name your city and service area naturally — it confirms relevance for customers, search engines, and AI tools alike. And write like you talk on the phone. If you would never say “we utilize industry-leading methodologies” to a customer, do not write it on your website.
Frequently Asked Questions
Long enough to answer the customer’s real questions — often 500 to 1,000 words. Substance sets the length, not a quota.
Either can work. You know the customers; a good writer knows structure and search. The strongest pages usually combine both.
Only if you genuinely serve distinct areas and can write meaningfully different pages. Thin copy-paste city pages do more harm than good.
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