Your service pages are the most important SEO asset on your trades website. A well-optimised service page can rank for your target keyword, attract the right customers, and convert them into enquiries. Here is how to write one properly.

One Page Per Service (This Is Non-Negotiable)

If you have one “Services” page listing everything you do, you are invisible to Google for almost all your target searches. Each service needs its own dedicated page: not just “Plumbing” but “Boiler Installation Leeds”, “Bathroom Fitting Leeds”, “Emergency Plumber Leeds”. Each page targets one primary keyword.

Choosing Your Target Keyword

Your target keyword for each service page should be the most specific, highest-intent version of the search your ideal customer makes. For a Leeds plumber, that might be “emergency plumber Leeds” or “boiler installation Leeds” — not just “plumber”. Use Google Search Console, Google Keyword Planner, or just type your service into Google and look at the autocomplete suggestions for what real customers search.

The Anatomy of a High-Ranking Trades Service Page

Title Tag and H1

Your page title (the blue link in Google results) and your main heading (H1) should both include your primary keyword. For example: “Emergency Plumber Leeds | Available 24/7 | Grwthhub”. Include your city name — it signals local relevance to Google.

Introduction (150-200 words)

Open with a clear, confident paragraph that uses your primary keyword naturally and explains what you do, where you do it, and why customers should choose you. Include your key differentiators early: Gas Safe registered, years of experience, 24/7 availability, no call-out charge.

Service Details (300-500 words)

Explain what the service involves, what a customer can expect, what the process looks like. Use subheadings (H2, H3). Include variations of your target keyword naturally. Answer the questions your customers actually have: How long does it take? How much does it cost? What should I do in an emergency?

Social Proof

Include 2-3 customer reviews relevant to this specific service. Add your review count and star rating. Show accreditations relevant to this service (Gas Safe for boiler work, NICEIC for electrical, etc.).

Call to Action

End every service page with a clear, specific CTA. Phone number. “Get a Free Quote” form. “Book an Emergency Call-Out”. Make it impossible to miss.

How Long Should a Service Page Be?

For competitive local keywords, aim for 600-1,000 words. Thin pages with 100-200 words rarely rank for competitive terms. Google wants to see that your page genuinely covers the topic in depth.

Need help creating properly optimised service pages? See our SEO service or book a free call.