Straight answers for local service businesses
A service page books the job when it answers, in order: what the service is, whether you do it in their town, what it typically costs, what happens when they call, and why you instead of the next guy. Write it the way you'd explain the job standing in someone's driveway, put the phone number and a short form near the top, and include two or three real photos of your own work. Most contractor service pages fail because they describe the company instead of the customer's problem.
Close one small gap: the gap between someone who has a problem and someone who is willing to call a stranger about it.
That's it. A contractor service page is not a brochure. It is not a place to prove you know industry vocabulary. Somebody typed "sump pump replacement" into their phone at 9 p.m. because there is water in their basement. They clicked your link. You have maybe twenty seconds to convince them you do this exact job, you do it near them, and calling you won't be a hassle.
Everything on the page either moves that along or gets in the way.
The service name, the towns you cover, and a way to contact you. In that order, above the fold.
A good top section reads like this:
Sump Pump Repair and Replacement in Medford and the surrounding towns. Same-day service most days. Call 555-0100 or send a photo and we'll tell you what it needs.
Three lines. The visitor now knows what you do, whether you come to them, and what to do next. Compare that to the version that opens with "Founded in 2009, our family-owned company is committed to excellence." Nobody with water in their basement cares about 2009.
Put the phone number as tappable text, not an image. Put a short form underneath it. Two fields and a message box is plenty. Every extra field costs you leads.
Answer the five questions you already get on every phone call. You know these by heart. Write them down.
Those five answers, in that order, are a complete service page. Anything else is optional.
You have to put something. Total silence on cost is the most common reason a good service page still doesn't convert.
Nobody expects a firm quote for a job you haven't seen. They expect to know if you're in their universe. "Most drain cleanings run $225 to $400 depending on access" does more work than any paragraph of copy. It filters out the people hunting for $89 and it reassures the ones who were afraid you'd be $900.
If your work genuinely varies too much, say why in one sentence and give the diagnostic fee. "Panel upgrades run $2,000 to $4,500 depending on amperage and how the meter is set up. We charge $95 to come look and we apply it to the job."
Long enough to answer the five questions and not one word longer. That's usually 400 to 800 words.
Nobody reads a service page top to bottom. They scan it. So write for scanning: short headings, short paragraphs, a bulleted list of what's included. If somebody can skim your page in fifteen seconds and come away knowing what you do, where, and roughly what it costs, the page is working.
Padding a page to hit a word count is a holdover from an older internet. It does not help you rank and it actively hurts your chances of getting the call.
Make a page for every service you actually want more of. Not every service you're capable of performing.
A plumber who makes money on water heaters and repipes and tolerates faucet repairs should have two strong service pages and a line item on the main services list for the rest. Ten thin pages built on the same template, with the service name swapped out, read as filler to a customer and to Google.
A good test: could you talk for five minutes about this job without repeating yourself? If yes, it deserves a page. If no, it deserves a bullet.
Stock photos and borrowed language. Both are instantly obvious to a homeowner who has hired contractors before.
Talk it out. Open the voice memo app and explain the job to an imaginary homeowner standing in their driveway. Five minutes. Then type up what you said and clean up the grammar.
That recording will be better than anything you'd write while staring at a blank screen, because it's how you actually talk to customers, and that's the voice that books work. The words you use on the phone are the same words people type into Google.
Count calls, not clicks. Give the page a month, then ask yourself two things: are people calling about this specific service, and do they already know roughly what it costs when they call?
If callers are surprised by your pricing, the page isn't clear enough. If nobody's calling at all, the problem is usually that the page never says which towns you cover, or the phone number is buried below a wall of text. Both are ten-minute fixes.
Write the page once, write it honestly, and then mostly leave it alone. Update the price range when your prices change and swap in better photos as you get them. That's the whole maintenance plan.
The service page. Your homepage should rank for your business name and your general trade plus town, while each service page targets the specific job. If someone searches "water heater replacement" and lands on your homepage, they have to hunt for the answer, and many won't.
Two or three of your own completed work is plenty, and more than most competitors have. One wide shot of the finished job, one detail shot, and one of your crew or truck on site covers it.
Don't. Duplicating a page and swapping the town name creates thin, near-identical pages that help no one. One strong service page that names every town you cover works better than eight copies of it.
Both. Older customers and emergency jobs call. Younger customers and non-urgent work often prefer typing. A two-field form plus a tappable phone number at the top and bottom of the page covers everyone.
One is enough, and it should relate to that specific service if you have one. A single real review about a water heater job on your water heater page does more than ten generic five-star quotes stacked at the bottom.
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