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The service page is where customers make up their minds. Yet it's often the one written fastest: three lines on your expertise and a photo. Here's how to fill it without being a writer.

Start with the customer's situation

Nobody searches for “our plumbing services”. They search for “leak under sink on a Sunday”. Start your page with the situation, not your company.

A plumber might write: a leak can't wait until Monday, we come the same day in your area. It's less pretty than a slogan and a lot more useful.

Use your customers' words

For one week, write down the questions you get on the phone. Those sentences are your best first draft. They show how your customers talk, what worries them and what they type into Google.

Write in your customers' words,not your trade's

Show one proof

A photo of a job, a review, a number you can stand behind. One piece of real proof beats ten adjectives. Skip “quality” and “professional”: everyone writes them.

Talk about price

If you can't give a price, say what makes it vary. Visitors who find no indication at all go look elsewhere.

A full example

Here's a plumber's "Water leak" page, in five parts. The title states the situation: a leak can't wait until Monday. Next comes what he does: finds the leak, shuts the water off, fixes it. Then how it works: you call, he gives you a time, he explains the price before starting. Then what changes the price: how easy the leak is to reach and which parts need replacing. And at the end, a single button: call.

Add a photo of a job and a review, and the page is complete. It fits on a few phone screens.

How long should a service page be?

Long enough to answer the five questions, and no longer. If a sentence answers none of them, cut it. Read the page out loud: where you stumble, your customer drops off.

One page, one action

At the end, make one request: a button to call or ask for a quote. Repeat it at the top and the bottom. Two different buttons side by side make people hesitate.

One page per service also helps Google and AI tools: they understand better what you do, and where.

The page title

The title is the first thing people read, and often the only thing. It should name the service and the place, in a customer's words. "Same-day leak repair in Annecy" says it all. "Your comfort is our priority" says nothing, and anyone could have written it.

Under the title, two sentences are enough: the customer's situation, then what you do for them. If a visitor stops there, they already know whether they're in the right place.

Answering objections before they're raised

Every customer has a small fear they won't always say out loud. It'll cost too much. They'll make a mess. They won't show up. Your page can answer before the first call, without turning it into a speech.

Only write what you already do. A promise you don't keep costs you bad reviews, and those stay.

FAQs at the bottom of the page

Keep the questions you wrote down during your week on the phone, and put four or five at the bottom of the page with short answers. They help customers who hesitate, and they're also an easy format for Google and AI tools to pick up: a clear question, a clear answer.

Write the question the way the customer asks it, not the way you'd rephrase it. "How long does a water heater take?" beats "Our response times."

One page per service, not one page for everything

If you have three lines of work, make three pages. A page about leaks, water heaters and bathrooms answers none of those searches well. And when an ad lands on a page about exactly what someone searched for, they don't go digging through the menu.

You can reuse the same outline for each page. What has to change is the situation, the example, the photo and the questions. A page copied with three words swapped helps nobody, and Google lists near-identical pages like these as abuse in its spam policies.

Proofreading before you publish

Have someone who doesn't know your trade read the page on their phone. Ask them what you do, where, and what they'd do next. If they hesitate on any of the three, that's where to rework.

Would you rather write it with us? That's part of our job.