service pages that sell: five answers, rules, proof moat

web · 2026-10-13 · 5 min

service pages fail identically: We offer solutions... synonym lists, no prices, no process, no proof, contact hidden. visitors need five answers in order — what, for whom, how, what it costs, what next. the template plus the rules.

the five-answer template

what (one plain sentence — boiler repair, not thermal-hydraulic solutions). for whom (homes/landlords/businesses in named areas — self-selection converts). how it works (3-4 steps: call → visit → fix → guarantee — process removes fear). what it costs (range or starting-at — hidden prices cost inquiries: should I show prices). proof (reviews, numbers, cases, guarantees near the action). CTA (book/call/quote — one action: what is a call to action).

the rules

customer words (search terms included naturally — method: how do i choose keywords). one page per service (duplicates cannibalize; depth ranks). specifics over adjectives (14 years, 2,000 homes, same-day beats excellence, passion, solutions). objections answered inline (price, timing, mess, guarantees — every unanswered objection is an exit). areas named (towns served, in text — local relevance you can read).

the differentiator rivals lack

show the work: before/after photos, a real case with numbers, the actual process with timeframes. agencies write about services; owners can show them. a service page with one documented job out-pulls ten generic ones — proof is the moat templates can't copy.

FAQ

how long should a service page be?

as long as the five answers need — usually 300-600 words plus photos and FAQs. completeness for the buyer, not word count for the algorithm.

separate page per town?

only with genuinely distinct content (local cases, area specifics). cloned pages with swapped town names cannibalize and insult — one strong area page beats five hollow ones.