Creating Service Pages—

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– Ensure the service title is the one and only H1 of the page

We recommend that you use just one

tag, as it represents the main heading and helps with SEO and accessibility.

— Know your audience

Understand your target demographic and design the content accordingly. If you want your descriptions to be as effective as possible, you need to know your audience well.

— The content should be descriptive

Google won’t likely rank your service page if it has no content; the same goes for your customers. Write the content in a detailed and descriptive way, ensuring that you give as much information about the service as possible.

– Highlight your unique selling proposition (USP)

Your service page should clearly communicate what sets your service apart from the competition. This could include your experience, expertise, or unique approach to delivering your service.

– Share the benefits of your service and not just the features

Customers want to see the value. They want to know what's in it for them. Focus on the benefits. Explain how the service solves a problem, saves time or money, or improves their life. Use customer-centric language and appeal to their emotions.

When writing content:

• Cultivate a tone that appeals to relevant demographics
• Format your description in a way that’s easy to scan
• Break up large paragraphs
• Includes helpful information like service specifications and technical details
• Include statistics where relevant
• Don't use the passive voice
• Use headings and subheadings in order for a good page presentation

– Include Call-To-Action (CTA)

Include a healthy amount of CTAs where necessary and relevant. This can be a subtle, strategic placement beneath the description.

– Include client testimonials

— Provide FAQ-type content to help visitors make a purchasing decision

Look to answer questions that a potential customer might have about the service. This should be at the bottom of the page, below the list of services.

Don’ts

• Do not reuse content from other pages: Do not plagiarise content from other sites or pages within your own website. Content must be unique to each page to see the SEO benefit.
• Do not keyword stuff: don’t use too many keywords in the content, as this can affect your page’s ranking.
• Do not stuff too many CTAs on a service page; this can negatively impact your page.
• Do not give descriptions of other services that have their own page - this will cause keyword cannibalisation

Summary

• Write for your target audience
• Write long, descriptive content
• Do not use excessive keywords or CTAs
• Add FAQ-style content below the content
• Focus on helping the visitor rather than focusing on the search engine