Many websites have a services page that explains what a business does, but doesn’t convince visitors to get in touch. That’s a shame, because people who land on that page are often looking for exactly what you offer. In this article you’ll learn, in eight steps, how to write a services page that gets found and brings in enquiries, with an example and a checklist.

Step 1: one service per page

Don’t put all your services on one long page. Give every important service its own page: “loft conversion”, “bathroom renovation”, “emergency plumber”. That way Google can show you for specific searches, and visitors find what they’re looking for straight away. An overview page with short blocks linking to the individual pages completes the picture.

Step 2: a heading that says what you do, for whom and where

Visitors decide within seconds whether they’re in the right place. A heading like “Our services” says nothing. Better:

Bathroom renovation in Breda and the surrounding area
From design to completion, with one fixed point of contact and a fixed price up front.

What you do, where you do it and what sets you apart: it’s all there in two lines.

Step 3: start with your customer, not with yourself

Write the first paragraph from your customer’s problem or wish. “Your bathroom is dated, the sealant has gone black and the shower leaks. You want a new bathroom, but you dread weeks of hassle.” Only then do you explain what you do. People keep reading when they recognise themselves.

Step 4: explain how it works

Uncertainty is the biggest reason not to get in touch. Describe in three to five steps how working together goes: introduction, quote, planning, execution, completion. Mention what the customer needs to do and roughly how long it takes.

Step 5: show proof

  • Reviews from customers, ideally with name and town.
  • Photos of real work, not stock images. Before-and-after works especially well.
  • Figures, if you have them: years of experience, number of projects, average rating.
  • Quality marks or certificates that matter in your trade.

Step 6: give a price indication

Many business owners don’t dare mention a price, but visitors want to know whether you fit their budget. A “from” price or a range (“most bathrooms cost between € 12,000 and € 20,000”) helps people choose and brings in more serious enquiries. Explain what the price depends on.

Step 7: answer the questions that hold people back

Put the questions you often hear in a short FAQ at the bottom. How soon can you start? Do you also work at weekends? What if something goes wrong? Every answered question removes a barrier, and Google and AI assistants like to use such answers in their results.

Step 8: one clear next step

End with one clear action, and repeat it halfway down the page. Think “Request a free quote” or “Book a free introduction”. Keep the form short: name, email, phone and a message is enough. Every extra field costs enquiries. Add your phone number and WhatsApp for people who prefer direct contact.

Make sure the page gets found

  • Put the service and the location in the page title, the main heading and the URL (for example /bathroom-renovation-breda/).
  • Write a meta description that names the promise and the next step in one sentence.
  • Link from other pages and blog articles to your services page.
  • Make sure the page loads fast, especially on mobile.

Measure what matters: set up a goal in your analytics for submitted forms and clicks on your phone number. That way you can see how many enquiries each services page brings in, and improve in a targeted way. In Google Search Console you can also see which search terms the page is found for.

Checklist for your services page

  1. One service per page
  2. Heading with service, audience and location
  3. First paragraph from the customer’s point of view
  4. How it works in a few steps
  5. Reviews, photos of real work and figures
  6. A price indication
  7. Frequently asked questions
  8. One clear action, with a short form
  9. Title, URL and description in order
  10. Goals set up to measure enquiries

Let us take a look at your services pages

Leave your website address below. We’ll review your most important pages and you’ll receive a personal report by email with the three improvements that will bring in the most enquiries. Free and without obligation.

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