23 September 2026 · 7 min read · Oscar Markham
How to write a service page that ranks and converts
A service page has two audiences with different needs, and most pages are written for neither. Google needs to understand what the page is about and where it applies. A person needs to know whether you can solve their specific problem and what it will cost. A good page does both without the seams showing.
One page, one service
A page covering plumbing, heating, bathrooms and drainage ranks for none of them properly. Google cannot tell what it is about and a visitor cannot tell whether you do their specific job.
Split them. One page per service you actually want enquiries for, each with its own title and its own detail.
Say the thing in the first line
The opening sentence should contain the service and the area, because that is what somebody searched and what Google is matching. 'Bathroom fitting in Galway city and county' does more work than three paragraphs of introduction.
Then answer the question the visitor actually arrived with, which is usually about cost, timescale or whether you cover their area.
What belongs on the page
What the service includes and excludes. A realistic price range. How long a typical job takes. What areas you cover, named. Photographs of that specific service. Reviews from that specific service. Answers to the questions you get asked on every call.
Most pages contain none of this and instead describe the company's values, which nobody searched for.
- Service and area in the first line
- What is included, and what is not
- A genuine price range
- Typical timescale
- Named coverage area
- Photographs of this service specifically
- Five or six real FAQs
- One clear way to make contact
Length matters less than completeness
Nobody needs two thousand words for a gutter cleaning page. They need the questions answered. A short page that answers everything beats a long page that pads.
The useful test: could somebody decide to ring you without needing to ask anything first? If not, something is missing.
The mistake that kills service pages
Writing the same page twenty times with the town name swapped. Google recognises it, treats the set as low value, and frequently indexes none of them.
If you want pages for several areas, each one needs genuinely different content — different jobs, different photographs, different local detail. If you cannot write that, you are better off with one strong page.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.