DEEP DIVE: SERVICE PAGES
The service page that answers before the call: what goes on it, in what order, and what to leave off
Of everything in the five layers, the service page is the one that turns a search into a call most directly. It is also the page most contractor sites do not have, because "services" is one page that lists everything. Here is the page for one job, top to bottom, with the words, the order, and the things that do not belong on it.
A note on what this is. One page, one job, one language, and then the same again in the other language. Write the first one this week; the second is faster.
The name, as customers say it
The page is called what the customer calls the job, not what the trade calls it. "AC not cooling," not "HVAC diagnostic service." "Water heater replacement," not "domestic hot water systems." "Panel upgrade." "Roof leak repair." The title of the page and its first line use those exact words, because those are the words in the search and in the prompt.
The answer, in four sentences
Right under the name, before any photo: what the job is, what usually causes the need, what you do about it, and what the customer ends up with. Four plain sentences a machine can lift and a customer can read on a phone in a parking lot. This block is the one an AI assistant quotes when it names you.
AN ANSWER BLOCK, AC
The price line, and the reason
Every service page says something about price, because that is the question people search most and the one a page that says nothing is read as hiding. Three honest options: a fixed price for a fixed job, a range with what moves it, or "call for price" with the reason, such as "it depends on the size of the unit and whether a permit is needed." Any of the three works. Silence does not.
How long it takes
One sentence. "Most repairs are done in one visit of two to three hours." "A replacement takes a day; the permit and inspection add a week." The customer is deciding whether to call now or Saturday; this sentence decides for them.
One real photo
One photo of this job, done by you, with the truck or the tech in it. Not a stock photo of a smiling man in a clean uniform. A machine cannot tell the two apart, but the customer can, and the customer is the one who calls. If you filmed the job for YouTube, the video goes here too.
Five questions
The FAQ on this page is the five questions people ask about this job on the phone. Do you charge for the visit. Do you work weekends. Do you handle the permit. Is it covered by insurance. Do you speak Spanish. Answer each the way you answer it on the phone, in two or three sentences. This block is the one machines lift second.
- The phone number as a link that dials, at the top and at the bottom.
- The booking button that opens a real calendar, not a contact form.
- The neighborhoods you serve, as a line, linked to the area page.
- The license number, once, near the bottom.
What to leave off
Your history. Your mission. "Why choose us." A slideshow. Anything that pushes the answer below the first screen. A page about "AC not cooling" that opens with "Founded in 2009 by two brothers" answers a question nobody asked.
Both languages, not one translated
The Spanish page is the same job answered for the Spanish caller, whose questions are slightly different: more about Saturdays and payment, less about the license. Write it from the Spanish phone log, not from the English page. It links to the English one, and the English one links back, so a machine sees both as one company.
And the button
Every service page ends in a call or a booking. The page did its work when the customer taps. What happens next is a different job: the booking form lands the job on your board in the language they used, and if they called instead and it rang out, the text back within a minute is what keeps them from tapping the next page.
Questions we get asked about this
How many service pages should I have?
One per job you want calls for. For most contractors that is eight to fifteen. Start with the three that ring the phone most and add one a week.
Should I put my prices on the page?
Say something true about price on every page: a fixed price, a range with what moves it, or "call for price" with the reason. The page that says nothing is read as hiding it, by machines and by customers.
Can I use the same page for every neighborhood by changing the town name?
No. Machines notice the swap and rank all of them lower. One service page per job, one area page per neighborhood you really serve, linked to each other.
Related
Want to write the first one together?
Bring the job you most want calls for to a 30-minute call. We write the four-sentence answer and the price line with you, in both languages, on the screen.