A service page is the third most important page of your website foundation, with the first being your homepage and the second being your contact us page.

These pages allow your customers to know what you do and how you can specifically help them with those services. Not all service pages should be made alike across different companies, because not all companies provide the same services.

In this article, I’m going to explain the information you should include on your service pages, and how to optimize your service pages for Google search results so that customers find you when they are searching for the type of services you provide.

The Purpose of a Service Page for a Home Service Business

A service page for a home service business explains the types of services you provide so that your customers know how you can help them.

For instance, if you are an HVAC company that also offers plumbing services, it will be important for you to have an HVAC service page and a plumbing service page.

If you a roofing company that does every service for roofs - repair, replacement, and maintenance - then you will want to have a roofing services page and then have three service pages directly under that:

Roofing Services:

• Roof Repair

• Roof Replacement

• Roof Maintenance

This helps you take your content a step further by showing customers the specific services you provide.

Some companies don’t do maintenance. Others focus heavily on installation. If you do all kinds of services, you want your website’s service pages to reflect that.

What Information Should Be on a Service Page?

As the name “service page” insinuates, you will want to make your service page about your services.

There are two different types of service pages: Your overarching service page and your service-specific service pages. Both of these pages will have slightly different content.

1. Overarching Service Page

An overarching service page would be “roofing services,” which encapsulates all of the roofing services you provide, like roof repair, roof replacement, and roof maintenance.

This page will summarize each of the sub-services you provide for the overarching service (for the roofing example, you have 3 sub-services). You can create a few paragraphs of content for each, detailing the service and then linking out to the service-specific service page (e.g. roof repair).

2. Service-specific Service Page

This is the most common thing people think of when speaking about a service page. Instead of describing a service at a high-level like an overarching service page does, this page goes more in depth.

On a service-specific service page, you can write information about the issues that your customers would commonly face that your service helps with. For instance, you could have a paragraph with a heading “How To Tell When You Should Replace or Repair Your Roof.”

Taking it a step further, you can add information that helps your customers identify whether their issue is an emergency or not. The heading for a section about emergency plumbing services could sound something like “How To Know If You Have a Plumbing Emergency.”

The information you include on this page could seem obvious to you, but your customers will most likely not have the same knowledge of these things like you do.

How To Optimize a Service Page for a Contract Service Business Website

Optimal Word Count

If your potential customers land on your service page, you want to ensure that the information included on the page addresses the problems that they might be dealing with.

A service page is one of the pages your customers will most likely find your business from in organic results on Google. In order to make sure that you fully address potential problems they may encounter, you should generally aim for at least around 500 words on each service page.

Frequently Asked Questions

Including FAQs (Frequently Asked Questions) on your service page is a great way to increase the SEO value of the page. It is also a great way to quickly answer any questions customers may have.

As you can probably expect, frequently asked questions like “How much does it cost to replace my HVAC system?” are the types of questions your customers may be wondering.

If you provide a more niche service like outdoor kitchen services, your customers may be wondering things like “How long does it take to build an outdoor kitchen?” Types of questions that are valuable to answer on your service page will depend on the type of clients you service and their top concerns.

Stories of How You Have Helped Other Customers

On your service page, you can include service-specific reviews if it is relevant. However, since the service page is mainly about the new customers and their immediate needs, you will want to keep these reviews short and brief in the form of client testimonial quotes.

The point of the service page is to address prospective customers' issues, while briefly highlighting the ways you have helped others.

How To Convert Customers Directly From a Service Page

The number one way to convert customers from your service page is to think of any questions they may have and address them on the service page. For instance, the top hitters are common issues and emergency services related questions.

If you address the things that your customers may be wondering about your process or the issues they are dealing with, you will be able to eliminate as many barriers as possible.

However, that is not all. You need to ensure that you have “contact us” buttons naturally inserted in the middle and the bottom of the page. You should also make sure that you have a “contact us” button in the top right of your website navigation panel that leads them to a contact us page.

Create Service Pages for Your Contract Service Website Foundation

Now that you know what type of information you should include on your service page, how to optimize it, and the key differences between overarching service pages and service-specific service pages, you can now start building the rest of your website foundation.

Once you have created your service pages, the next step will be to create your location pages.

To learn more about building your website, continue reading our posts. For specific questions on how to write service pages, contact us today.