How to write a service page that gets enquiries

Many small business sites describe every service on one page, under a heading such as “What we do”. A visitor who searched for one job has to read about six. A search engine has to guess which part matters. A page for each service fixes both problems, provided you write it as an answer and not as a brochure. This guide covers what goes on that page, in the order a customer needs it.

Give each service its own page

One service, one page, one address. If you clear drains and also install sump pumps, those are two pages, because they are two decisions. Start with the services that bring in most of your work. A few pages written well are better than many thin ones.

The test: could a customer land here from a search, never see another page, and still know whether to call you? If so, the page is complete.

Open with the answer

The first two sentences should say what the service is, who it is for and where you do it. Skip the welcome and the history of the company. A visitor who finds the answer in five seconds stays, and a search engine or an AI assistant that reads the page finds the same plain statement to quote.

Put the next step near the top as well, so people who are ready do not have to hunt for it.

Say what it costs, or how the price is worked out

You do not have to publish a full price list. But a price, a starting price or a plain description of what moves the price is far more useful than “contact us for a quote”. Say what is included, what is extra and whether HST is added. If the price depends on the job, name the two or three things it depends on.

The trade-off is real. A published price can bring tire-kickers, and a competitor can read it. It also saves you from answering the same price question on the phone, and it filters out people who were never going to hire you. Decide with your eyes open, and do not publish a price you will not honour.

Risk Free reception

Every call answered, day and night.

$397/mo after a $597 set-up

Hear it answer a call →

Say who it is for, and who it is not

A short “this suits you if” and “this is probably not for you if” does more for trust than a page of adjectives. It also saves enquiries that would have gone nowhere. A drain cleaner might say they do not handle commercial kitchens. A bookkeeper might say they do not do payroll for companies with more than a few staff. Honest limits read as confidence.

Show proof you actually have

Use only what is true and what you can show: the licence or certification you hold, how long a specific process has been in use in your business, a photo of a job you did with the customer’s permission, a review a customer posted themselves with a link to it. If you have none of these yet, say less. An honest page with no testimonials beats a page with invented ones.

Do not write reviews, do not ask staff to post them without saying who they are, and do not borrow a competitor’s. The Competition Bureau warned in January 2024 that businesses can be held responsible when employees post reviews without disclosing the connection. Leave the proof section out entirely until it is real.

An honest page with no testimonials beats a page with invented ones.

Answer the questions customers really ask

Write the questions down from real life. Look at the last twenty calls, emails and messages. Look at what people ask before they book, and what they ask on the day. Put the five or six that come up most at the bottom of the page, each with a short, direct answer.

Do not make up questions to fit a keyword. Google’s guidance on people-first content asks whether content is made primarily to attract visits from search engines. Questions that real customers have, answered well, pass that test.

Offer one clear next step

Choose one action and make it easy: a short enquiry form, a phone number, a booking link. Repeat it at the top and the bottom of the page. A second option is fine if it is quieter, such as email for people who dislike phone calls. Five competing buttons are not.

Say what happens after the click, but only promise what you will do. “We reply within one business day” is worth writing only if you will.

Link the page into the rest of the site

Link each service page from the homepage and the main menu, and from related pages in plain words: “if the drain keeps backing up, see sump pump installation”. Avoid links that say only “click here”. For the wider site, see what to put on a small business website and giving your homepage one useful job.

Resist copying the page into a version for each town. Google’s spam policies describe pages made to rank for similar searches, including pages aimed at specific cities that funnel visitors to one page, as doorway abuse. If you serve several places, one honest line about where you work is enough, and our guide on who qualifies for a Google Business Profile covers the local side.

A worked example

The page says nothing it cannot back up and stops when the customer has what they need.

What this will not do

• It will not guarantee a ranking. Nobody outside Google can.
• It will not work fast. A new page can take weeks to be found, and the enquiries it brings depend on whether the service is one people search for.
• It will not fix a slow reply. A good page that gets a reply three days late loses to a plain one that gets a reply the same morning.
• It is real work. Writing honest pages means collecting prices, limits and real questions, which is why many businesses hand it to someone else.

If you want help planning and writing these pages, see our marketing service, which is priced by project after a 20-minute call. If the page needs a better home, our website work covers structure, writing and build.

Sources

Google Search Central, “Creating helpful, reliable, people-first content”. Read October 2026. developers.google.com/search/docs/fundamentals/creating-helpful-content

Google Search Central, “Spam policies for Google web search”, section on doorway abuse. Read October 2026. developers.google.com/search/docs/essentials/spam-policies

Competition Bureau Canada, “Online reviews posted by employees: businesses could be liable”, January 18, 2024. canada.ca/en/competition-bureau