Once you know what pages you want to create for your contract service business website, the next challenge is ensuring that you properly format each of those pages.

If you have never formatted website pages before, this can seem overwhelming.

At Blue Trade Media, we have worked with multiple contract service business owners to help them properly format their website pages to make them easier to navigate for visitors and easier for Google to scan.

In this blog, we will discuss everything you need to know about formatting your website pages, and repeatable methods you can apply to each page on your site.

How to Properly Format Website Pages for a Contract Service Business

1. Create URL’s for Your Contract Service Business Website Pages

The URL structure of your website is like the map. It shows where each of your pages originates from and how they are all connected.

While visitors coming to your site will mainly be using your navigation menu (the designed version of your page structure), Google will be reading your URL structure.

If your URL structure is easy to understand and well thought out, Google will be able to easily recognize which pages are connected and show these to your potential customers.

In order to create an effective URL structure, you must first determine which pages you want on your contract service business website. For information on how to determine the pages you want to include on your site, read our blog “How to Determine the Structure of Your Contract Service Business Website.”

If you already know the pages you want to include on your contract service business website, you are ready to start brainstorming the URL structure. To learn how to structure your URLs, check out our article “How to Structure Your Contract Service Business Website URLs.”

2. Create Meta Titles for Your Contract Service Business Website

The meta title of each of your pages is exactly what it sounds like - the title of your page. This shows up in a few places.

It will show up at the top of a customer’s screen in the page tab:

It will also show up in the search result:

As you may have noticed, both of these contain the same text: “HVAC Service & Repairs in Raleigh | Service Experts” because it is the same page from the same company.

The most important thing to keep in mind is how your page is showing up in the search results. That is, when people Google “[insert your service] in [insert service area]” would your page match what they are looking for?

A good way to test this is to come up with three title options and to plop them into Search Engine Results Page simulator and ask someone “If you were looking for [insert your service] in [insert service area], which result would you click on?”

Your meta title is like a miniature advertisement for your webpage and you should think about it like that each time you write one. Now, that is not to say you should just focus on writing what people want to see. You also have to make sure that when your visitors reach the page, the content matches the title.

If you were a customer that typed in “HVAC services in Raleigh,” you will probably be expecting to reach a page that has information about HVAC services in Raleigh. You may want to see a list of those services on the page so you can quickly navigate to the one you are looking for.

3. Write Meta Descriptions for Your Contract Service Company Pages

Once you have your website’s page URLs and titles planned out, you can start thinking about the meta description. Just like your meta title is a mini advertisement, so is your meta description.

While not every customer will read the meta description, it is crucial that you include relevant information about your page in your meta description.

In the example above, the company decided to briefly touch on the HVAC services they provide and the type of system they specialize in (Trane).

This enables prospective customers to form a better idea of if this specific HVAC company can help them based on the services they offer, the area they offer it in, and the systems they specialize in.

Another way you could phrase the meta description is with a question and solution format, like:

“Has your HVAC system stopped working? At Carolina Comfort Air, we provide residential HVAC repair, installation, and maintenance services to the Cary, NC area. Call us today to get your HVAC repaired or replaced!”

Ultimately, you will decide if you want to follow a set format (like question and solution) or if you want to approach the meta description as a way to give a sneak peak of your page in a brief summary.

4. Structure Your Website Page Headings

After your meta information is all laid out for your page, you are then ready to format the actual page itself, starting with the headings. These are generally the largest font on your screen and describe what each section of your page is about.

You should be sure to include the key word of your page in each of your headings if possible (but use multiple variations). For instance, if you are making a page about roof repair, you can use headings like:

1. The Types of Roof Repairs You Do

2. How Much a Roof Repair Usually Costs

3. Signs a Roof Needs To Be Repaired

4. Signs a Roof Needs an Emergency Repair

5. How to Determine If a Roof Needs to Be Repaired or Replaced

6. How to Reduce The Amount of Roof Repairs a Roof Needs

Notice how every instance of the keyword “roof repair” is not exactly identical among these headings. If you offer HVAC services, there is even more variation you can use for your headings if you are creating a HVAC repair page.

For “HVAC Repair” you could use keywords like “heating and cooling system repair,” “central air repair,” “furnace repair,” “boiler repair,” and more.

As you are thinking about what you want each of your headings to say and how you will incorporate your keyword(s), you should also be considering how you want to structure your headings.

When you think of your headings, you should think of them like chapters and the title of a book.

Your H1 or Heading 1, will be the “title” of your book (the title of your webpage).

Your H2 or Heading 2, will be the “chapters” of your book (the main headings on your page that tell a visitor what the page covers).

Your H3 or Heading 3, will be any sub topic with your “chapters” (these explain what is to come within each section - when applicable).

Out of your heading options, you will always have an H1 on your page. You should always have H2’s on your pages. As for H3’s, you may not use them on some pages if it doesn’t make sense to.

5. Hyperlink Text for Call To Actions and Internal Linking

The final element of your web page formatting is your links. These are lines of texts that have a hyperlink that leads customers to another page or another action (like a phone call or an email).

You should aim to primarily link to other parts of your site that are relevant or lead customers to the action your linked text describes. For instance, you will want to ensure “Contact Us” leads to your contact us page and not your About Us page that may not have a way to contact you.

Another thing you should keep in mind is how descriptive your hyperlink text is. For example, you do not want to link to text that doesn’t describe what you are linking to, like “Click here.” If you create links like this, it diminishes the value of the link because it doesn’t describe what the reader is clicking into.

Format Your Contract Service Business Website Pages Properly

Each time you create a new page, you should keep these formatting items in mind. While it can feel monotonous, checking the formatting of each of your pages is crucial to the success of your website and its overall search engine optimization (SEO).

After you have learned how to properly format a home service business website, you are probably wondering how to create the over-arching service pages and sub-service pages we have referenced in previous articles. Check out these articles on how to create both of these types of pages:

• How To Write an Overarching Services Page for a Contract Service Business

• How To Create Sub-Service Pages for a Contract Service Business Website

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