If you’ve not already read ‘Writing Content for SEO & CRO: The Home Page‘, please go back and do so now, as much of what I am going to say here is dependent upon the home page.
Think of your service pages as individual sales pitches, which is essentially what you are trying to accomplish. The service page should educate the viewer about the service, convince them that they need the service, explain the benefits of the service, and lastly, tell the viewer why they should choose your business to provide the service.
SERVICE PAGE HERO SECTION
Each service page will have a hero section. You’ll recall on the home page, our H1 was the brand name and our H2 tag line was the primary GBP category plus a location. If the client has multiple GBP categories, we would use those secondary categories in the H1 title of the applicable service page.
So for example, if our client had a primary category of “General Contractor” and secondary categories of “Bathroom Remodeling Contractor”, “Kitchen Remodeling Contractor”, and “Siding Contractor”, then for the bathroom service page, our H1 in the hero section would be “Bathroom Remodeling Contractor in (location)”. Everything you do on the website should support the information used in the GBP profile. By using the exact verbiage from the GBP category in your title tag, you are offering more topical relevance to Google, which will help you to rank in the map pack for that category/search term.
In the example that we have been working with, our roofing contractor does not have additional categories so our service page titles will be his top-level keywords instead, e.g. roof installation, roof replacement, roof repairs, etc. If our top level pages will be targeting a geo, then our H1 would simply be “Roof Repairs In (City)”. If we are reserving the geo-targeting for location pages, then our service page H1s are just the root keyword(s) without any mention of a location.
SERVICE DESCRIPTION SECTION
Give the viewer a paragraph or 2 about the service. Explain it in detail without adding any fluff. Word count is much less relevant than most people think it is. Google cares about substance and the ability to answer the readers question(s). If the topic can be explained in 250 words, do not write 1000. For my service description sections, I typically use ChatGPT and my prompt is “write 2 paragraphs of sales copy about…(give the specifics). So for our roof repair page, my prompt would be “write 2 paragraphs of sales copy about roof repairs in (city). The roofing contractor’s name is (insert name).” Going back to our keyword planner, we want to use a mix of roof replacement, roof installation, and new roof so when you are editing the content, be sure to include those variations,
“NEED” SECTION
Once you’ve explained the service, the next step is to educate the reader as to why they need this service. If we look at our keyword spreadsheet, there are several keywords listed such as missing shingles, curled shingles, interior water stains, granular loss. These are all signs that you need a new roof and could be titled as such, or straight from People Also Ask, you could go with “How To Tell You Need A New Roof” too. Again, I would simply prompt ChatGPT to “write about the signs that you need a new roof”. Always proofread and edit the AI content as needed.
“BENEFITS” SECTION
How is a new roof going to benefit the reader? It’s going to better protect their home and belongings, provide security for their home, reduce utility bills, etc. Again, I would just use ChatGPT and a simple prompt such as “write about the benefits of a new roof”. Proofread and edit as needed.
“WHY CHOOSE US” SECTION
This can and likely will be the same on all pages. These are the unique value propositions that the client provided to you during your discovery call or onboarding meeting.
CTAs
The point of the service page is to sell the service and get the reader to take the next step in the sales cycle, whether that is to call, request a quote, book an appointment, etc. Make it easy for the reader to take that next step by including a clear Call-To-Action button after every section.
* This is not a format that must be followed to the tee. Feel free to change up the sections as you see fit. The important take-away is to think about each of the service pages as a sales pitch, and the flow of the content should walk your viewer through the sales process and get them to the point that they are ready to close the deal.
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