One page per service, named the way customers name it

The single page listing everything you do is the most common structural mistake in service business websites. It matches no specific search and forces every visitor to work out whether their problem is included.

Have the agents build my site

Build one page per service, named as customers name it rather than as your industry does. Each page should describe the problem in their words, what you do about it, what is included, what shapes the cost, how long it takes, proof of that specific work, and an obvious way to get in touch.

Why the combined services page fails

Nobody searches for services. They search for the specific thing they need, usually with the place attached. A page covering nine services in a paragraph each cannot be the best answer to any of those searches, so it generally is not the answer to any of them.

It also makes the visitor do work. They arrive with one problem and have to scan a list to find out whether you handle it, which is exactly the moment a competitor's specific page would have said yes immediately.

Name it the way customers do

Every trade has internal names for things, and customers use different ones. Somebody with a leak does not search for the technical term; they describe what is happening.

Use their words in the page title and heading, and your technical terms further down if they matter. The page still reads as expert, and it now matches what people actually type.

What each page needs

Seven elements, in roughly this order, cover almost every service in almost every trade.

  • The problem, described in the customer's words.
  • What you do about it, plainly.
  • What is included and what is not.
  • What shapes the cost, and a signal about the level.
  • How long it usually takes and what happens first.
  • Proof of that specific work: photographs, a named review, a short example.
  • An obvious way to act, with the phone number visible.

Depth beats breadth

A thorough page answering one question fully will outperform three thin pages on the same subject. It is also the kind of page that gets quoted when somebody asks an assistant for a recommendation, because there is something specific in it to quote.

If you are choosing between adding a fourth thin service page and deepening the three you have, deepen.

Link them sensibly

Service pages should be reachable from the main navigation, not buried under a dropdown that only appears on hover. They should also link to each other where a customer might reasonably need both.

Articles about a problem should link to the service page that solves it. That single habit connects your writing to your revenue, which is otherwise the weakest joint on most sites.

Keep them current

Service pages age in specific places: prices, timescales, what is included, and the examples. A short pass twice a year keeps them true.

Remove services you no longer offer rather than leaving them for completeness. Every enquiry for something you have stopped doing costs a conversation and a small disappointment.

How Licheo builds them

One page per service, named as customers name it, with the seven elements above and evidence specific to that service rather than general praise.

The same structure that persuades a hurried human is what makes the page citable when somebody asks an assistant who does this kind of work nearby.

Part of a larger guide

This page is one part of Service business websites. The other parts:

Questions people ask

Should I have a separate page for each service?
Yes. A combined page cannot be the best answer to any specific search and makes visitors hunt for their own problem. One page per service, named the way customers name it, solves both.
What should a service page contain?
The problem in the customer's words, what you do about it, what is included and excluded, what shapes the cost, how long it takes, proof of that specific work, and an obvious way to get in touch.
Should I use industry terms or customer terms?
Customer terms in the title and heading, industry terms further down where they add credibility. Customers search using descriptions of their problem, not the technical name for the solution.
Is it better to have more pages or deeper pages?
Deeper, at the point where you would be adding thin ones. A thorough page answering one question fully beats three that gesture at it, and it gives assistants something concrete to quote.
How often should service pages be updated?
A short pass twice a year over the parts that age: prices, timescales, what is included, and the examples. Remove services you no longer offer rather than leaving them for completeness.

Build a page for every job you want

One page per service, in your customers' words, with the evidence for that specific work.

Have the agents build my site Read the full guide