What pages does a service business website need?

Most service businesses need the same core pages, whether you are a dental practice, an accountant or an electrician. Start with these and add more only when there is a clear reason. A small site that is clear and up to date beats a large one full of thin pages.

Your homepage has one main job. It must tell a visitor, within seconds, that they are in the right place. Say what you do, who you help and where you work, in plain words near the top.

Then guide people onwards. Most visitors want to see a service, check you are trustworthy or get in touch. Make each of those one tap away, especially on a phone.

• A clear headline that says what you do and where.
• A main button, such as Book a call or Get a quote.
• Short links to your main services.
• A few genuine reviews or a short case study.
• Your phone number, which can be tapped to call on a phone.

People search for specific things, such as emergency boiler repair or teeth whitening. A page that covers one service in depth is more likely to match that search than a list of everything you do. It also lets the visitor find their answer without wading through other services.

Google's SEO starter guide says each page should have a title that is unique, clear and accurately describes the page. That is much easier when each service has its own page. It also suggests using descriptive web addresses, such as one ending in teeth-whitening rather than a string of numbers.

1. 1 Start with the problem the customer has, in their words.
2. 2 Explain what the service involves and who it is for.
3. 3 Say what happens step by step, from first contact to finished job.
4. 4 Give honest information on cost, even if it is a starting price or the factors that affect it.
5. 5 Answer the common questions people ask about this service.
6. 6 Add a review or example related to this service.
7. 7 End with a clear next step, such as a booking button or quote form.

Many owners skip this page or fill it with general claims. That is a missed chance. For services, people are often choosing a person as much as a business.

Google's guidance on helpful content encourages site owners to make it clear who is behind the content, how it was created and why. For a small business, that means real names, real photos and real experience. Google also says trust is the most important part of how it thinks about quality.

Keep it specific. Say who you are, how long you have been doing the work, any relevant qualifications or memberships, and the area you cover. A short honest story beats a page of promises.

Your contact page should make getting in touch easy, however the visitor prefers to do it. Offer a phone number, an email address and a short form. If customers visit you, include your address and opening hours.

Keep your business name, address and phone number the same here as on your Google Business Profile. Google says businesses with complete and accurate information are more likely to show in local search results. Your designer can also add LocalBusiness structured data, which is code that tells Google your name, address, phone number and opening hours in a standard format.

Your form collects personal data, so tell people how you will use it. The ICO suggests a short note next to the form, with a link to your full privacy notice.

Test your contact form every month. Send a message, check it arrives and check the reply. A form that silently stops working can cost you enquiries for weeks before anyone notices.

Real proof is one of the most persuasive things on a service website. A page of reviews, or a few short case studies, helps a nervous customer feel confident. You can also show relevant reviews on each service page.

Be careful to follow the rules. Under the Digital Markets, Competition and Consumers Act 2024, publishing fake reviews is banned. So is hiding the fact that a review was paid for or rewarded, and showing reviews in a misleading way, such as hiding negative ones or cherry-picking only the best. Trading Standards guidance says businesses that publish reviews must take reasonable steps to prevent these problems.

• Only use real reviews from real customers, with their permission.
• If you gave anything in return for a review, say so clearly.
• Don't edit reviews in a way that changes their meaning.
• Link to your Google reviews so people can see the full picture.

Some pages are about the law rather than marketing. They don't need to be long, but they do need to be accurate. If you are unsure, take advice for your own situation.

A privacy notice is needed if you collect any personal data, which nearly every site with a contact form does. The ICO says it must cover why you collect data, how long you keep it and who you share it with, in clear and plain language. Cookie rules apply too: you must explain the cookies you use and get consent before setting non-essential ones.

Once the core pages are in place, add pages that answer real questions. A good test is whether customers already ask you about it by phone or email. If they do, a page will help them and save you time.

Avoid making pages just to target searches. Google warns against content made mainly to attract search engine visits rather than to help people. A page for every nearby town with the same text swapped is a common example to avoid.

• FAQs: answers to the questions you hear every week.
• Pricing: even a starting price or price guide helps people decide.
• Online booking: if customers can book appointments, a clear booking page removes a step.
• Areas you cover: one honest page listing where you work, rather than many copied pages.
• Guides or articles: helpful answers to bigger questions customers ask before buying.

A little planning saves a lot of rework. Do this before design starts, so the designer can build around your real content.

1. 1 List every service you want to win more work for, then pick the main ones for their own pages.
2. 2 Write down the ten questions customers ask most often.
3. 3 Decide the one action you want visitors to take, such as call, book or request a quote.
4. 4 Sketch a simple menu with no more than six or seven main items.
5. 5 Gather proof: reviews, photos of real work and short case studies.
6. 6 Check the legal pages you need from the table above.
7. 7 If you are replacing an old site, list its pages so each one can be redirected to its new home.

We design custom small business websites, redesigns, booking websites and online shops. We plan the page structure with you before design starts, using our ACCC Framework so each page helps people find you and get in touch. Hosting, care and support come through our Website Care plan, and our SEO and Content service can add optimised pages over time.

See our pricing page for packages, or tell us about your project through our quote form.