Service pages are often the most underdeveloped part of a local business website. Many have just one “Services” page with a list — five lines of text per service, no image, no price, no CTA.

That’s a missed opportunity. Good service pages:

  • Rank for specific keywords (win from Google)
  • Answer real questions (win from the customer)
  • Convert better than generic overviews (win for the business)

Here’s the structure for a service page that works.

The structure — eight parts

1. Clear heading

<h1> with the service’s name. Specific, not generic.

  • “Beard trim” instead of “Our services”
  • “Emergency pipe leak” instead of “Repairs”
  • “Teeth whitening” instead of “Aesthetics”

2. Short intro

Two-three sentences introducing the service:

  • What it is (for someone uninitiated)
  • Who it suits
  • Possibly your specialities within the area

3. What’s included

A clear list of what the service covers. This is often the most valuable part — the customer wants to know exactly what they get.

For a hairdresser (beard trim):

  • Consultation on the desired shape
  • Trimming with scissors and razor
  • Contours around the cheeks and neck
  • Optional colouring or styling
  • Beard products to take home

4. Price

Either a fixed price (“450 SEK”), a from-price (“from 350 SEK”), or a range (“450-650 SEK depending on length”). With a short explanation of why the price varies if relevant.

If you can’t state a price at all — explain concretely why not and what the next step is.

5. Time required

How long does it take? “30 minutes”, “about 1 hour”, “2-3 visits total”. Practical information that helps the customer plan.

6. Photos

Visual examples of what you deliver:

  • For hairdressers: before/after
  • For tradespeople: completed jobs
  • For restaurants: the dish served
  • For clinics: treatment environment (with permission)

7. Common questions

5-7 common questions about this specific service. Short answers.

For beard trim:

  • “Do I need a longer beard to start?”
  • “How often should I trim?”
  • “Can I book a beard trim plus a cut at the same time?”
  • “Do I need to prepare anything before the visit?“

8. Clear CTA

“Book a beard trim”, “Request a quote for a pipe leak”, “Reserve a table”, etc. Specific to the service, not generic “Contact us”.

Why dedicated pages beat all-on-one

Two reasons:

1. SEO. Specific pages rank for specific keywords. A hair salon that wants to rank for “beard trim Stockholm” benefits from having a dedicated beard-trim page — not a line in a list on a general services page.

2. User experience. A customer searching specifically for “beard trim” wants a page about that, not a general overview. Specific pages answer specific questions.

How many service pages?

Rule of thumb: 5-10 dedicated service pages for a typical local business.

Too few (1-3 pages) leaves untapped SEO potential and thin information.

Too many (15+ pages) becomes hard to maintain, risks getting generic, and dilutes authority.

For most local businesses, 5-10 main services with dedicated pages + a general overview as a hub works.

Internal linking

Service pages should link:

  • Back to the “Services” overview (for navigation)
  • To related services (“Booking a beard trim — maybe interested in: men’s cut”)
  • To relevant blog posts/articles (if you have them)
  • To the booking page or contact

Internal linking helps both SEO and the user discover more of you.

Example: good vs bad service page

Bad (real-world, rewritten)

Page title: “Services” Content: “We offer men’s cuts, women’s cuts, beard trim and colour. Book a time via our booking calendar.” CTA: “Book a time” (generic)

Result: doesn’t rank for specific keywords, gives the customer no answers.

Good

Page title: “Beard trim — Vasastans Frisör” H1: “Beard trim in Vasastan, Stockholm” Intro: “Classic beard trim with scissors and razor. We specialise in men’s cuts and beard care since 2018, in the heart of Vasastan.” What’s included: [list] Price: “450 SEK (60 minutes incl. wash)” Photos: Before/after of three different beard styles FAQ: 5 questions about beard trim CTA: “Book a beard trim”

Result: ranks for “beard trim Vasastan”, gives the customer answers, converts.

Minimum viable to start

If all this seems like a lot — start with one page. Pick your main service. Rewrite it according to the structure above. Measure the result for 2-3 months.

If the page performs better (more traffic, more bookings, higher Google position) — then you have a proven recipe for the rest of the services.

This is craft. It takes time. But it’s the only thing that actually works long term.

Want to go deeper? Read The website that actually creates customers for the whole picture, or What should be at the top of the homepage? for the hero section.