Most small business websites have one page that says "Our services" and then a list of ten things. Boiler repairs, bathroom fitting, leak detection, power flushing, all in one line. It tells a visitor what you do, but it does not help them decide to ring you.
A service page is different. It is a page about one service, written for the person who needs it. Someone searching for "emergency plumber near me" or "patio laying Nottingham" wants to land on a page that is clearly about that job, not a long list where they have to hunt.
Start with what the service is
Open with a plain sentence that says what you do and where. No slogans. No "passionate about excellence". Just the job.
For example: "We fit new bathrooms across Nottingham and the surrounding villages, from a simple suite swap to a full strip-out and retile."
That one sentence tells a visitor they are in the right place. It also helps Google understand what the page is about, which matters if you want to show up when people search for that service in your area.
Then add a short paragraph that explains the service in everyday terms. What actually happens? What problem does it solve? If there is jargon in your trade, explain it. Not everyone knows what a combi boiler is, or what "edging" means to a landscaper.
Say who it's for
People want to know if you work with people like them. Be specific.
- Homeowners, landlords or businesses
- Small jobs, big jobs or both
- The towns and areas you cover
- Any type of property you specialise in, such as older houses or new builds
If you don't take on certain work, say so. It saves time on calls that go nowhere.
Spell out what's included
This is the part most service pages skip, and it's the part customers care about most. They want to know what they are actually getting.
Write a simple list. For a carpet clean, that might be:
- Moving light furniture and putting it back
- Pre-treating stains
- Hot water extraction cleaning
- A quick drying time so you can use the room the same day
Then say what is not included, if it's something people often assume. "Skip hire is quoted separately" is better said up front than argued about later.
Give a rough price
Many owners worry about putting prices online. They think every job is different, or that competitors will undercut them. But a visitor with no idea of cost will often move on to someone who gives them one.
You don't need a fixed price list. A rough guide is enough. These are example lines you could adapt:
- "Most boiler services cost between £X and £Y"
- "Small garden tidy-ups start from £X"
- "We'll give you a fixed quote after a free visit"
Even saying how you price helps. Do you charge by the hour, by the day or by the job? Is the quote free? Do you need a deposit? Answering these early builds trust and filters out people who were never going to book.
Show your own photos
Photos of your actual work do more than any paragraph. A before and after of a driveway, a finished kitchen, a neat new fuse board. These show what you can do in a way words can't.
Use photos from real jobs wherever you can. They don't need to be perfect, just clear, well lit and tidy. Stock photos of smiling models in hard hats tell a visitor nothing about you.
Put reviews on the page
Reviews belong on the service page, not just tucked away on a separate reviews page. If you have a review that mentions this service, put it here. A review that says the bathroom was fitted on time and left spotless is exactly what someone thinking about a new bathroom wants to read.
Use the customer's first name and the month or year, if they're happy for you to. Link to your Google reviews so people can see there are more.
Answer the common questions
Think about the questions you get asked on the phone. Those are your FAQs, short for frequently asked questions. Keep the answers short.
- How long does it take?
- Do I need to be home?
- Do you clear up afterwards?
- Are you insured?
- How soon can you start?
Each answer you put on the page is one less reason for someone to hesitate.
Finish with one clear next step
Every service page should end with one obvious thing to do next. Usually that's "Get a free quote" or "Call us". Make it a button, make it easy to tap on a phone, and don't bury it under a list of five other options.
It helps to repeat that same button higher up the page too, so someone who has already decided doesn't have to scroll to the bottom.
One page per service
If you offer several main services, give each one its own page. That way each page can be clear, specific and easy to find in search. A plumber might have separate pages for boiler repairs, bathroom fitting and emergency callouts. A salon might split colour, cuts and treatments.
You can see how this looks in practice on our example sites, which show the format for a plumber, electrician, landscaper and others.
Getting it done
If writing these pages feels like one more job on a long list, we can help. We are Graft builds sites of up to five pages from your own logo, photos and reviews, and you see the design before you pay anything. See how it works, or ask for your free design and we'll reply within one working day.