Short answer: Write each service page around the questions a homeowner has before they call: what the service is, signs they need it, how the job works, what it costs, how long it takes, and why you. Use the words customers search for, add real photos and reviews, and end with a clear next step.
Most contractor service pages are two short paragraphs and a phone number. That leaves Google guessing what the page is about, and leaves customers with their questions unanswered. Both of those cost you calls.
Start with the words customers use
Customers search “water heater replacement,” not “domestic hot water solutions.” Use the plain phrases people type, including the town. Our guide to choosing keywords shows how to find them.
A structure that works
- A clear headline: the service and the area, like “Water Heater Replacement in Worcester, MA.”
- A short answer: two or three sentences on what you do and who it is for.
- Signs you need it: the symptoms homeowners notice, in their words.
- How the job works: the steps from first call to finished job.
- Cost and timing: typical price ranges and how long it takes.
- Why you: licenses, warranties, experience, and what makes you different.
- Proof: project photos and reviews that mention this service.
- FAQs and next step: common questions, then a clear call to action.
Be specific, not generic
Compare “We offer quality roofing services” with “We replace asphalt roofs on single-family homes in Central Mass, usually in one or two days, with a 10-year workmanship warranty.” The second one ranks better because it is clearer, and converts better because it answers real questions.
Should you show prices?
Price ranges help more than they hurt. “Most water heater replacements run between X and Y, depending on size and fuel type” filters out bargain hunters and reassures serious buyers. You can always explain what changes the final price.
Add proof on the page
Put two or three reviews that mention this specific service right on the page, along with before and after photos. See how photos help your contracting business rank.
Write for skimmers
- Short paragraphs of two or three sentences.
- Headings that say what each section answers.
- Bullet lists for steps and features.
- A phone number and button visible as people scroll.
A before and after example
Before: “We offer professional gutter services. Call today for a free estimate.”
After: “We install seamless aluminum gutters on homes across Worcester County, usually in a single day. If you see water spilling over your gutters, pooling by the foundation, or peeling paint below the roofline, your gutters may be undersized or clogged. Most installs fall within a typical range depending on the length of your roofline and number of downspouts. Every job includes cleanup and a workmanship warranty.”
The second version names the service, area, materials, timing, symptoms, pricing approach, and a reason to trust you, in the words customers actually use.
How long should a service page be?
Long enough to answer the questions, usually 500 to 1,000 words for a main service. Length is not the goal. If you have covered what customers ask on the phone, you are done.
Related reading
- Best Keywords for a Contracting Business
- What Should Be on My Contractor Website Homepage?
- How to Tell if My Website Is Costing Me Business
Want help writing your service pages? We write service pages from a short call with you, in your words, built to rank and to get the phone ringing.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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