How to write a service page that wins the answer box

A service page wins the answer box when it opens with what the service is and who it is for, then answers the customer’s questions one at a time under headings worded as the questions, with the answer in the first sentence of each. Add the price range, the process, and one clear next step, and the page does the selling on its own.

The order

Title: the service and the town. "Furnace Repair in Twin Falls, Idaho."
First paragraph: what the service is, who it is for, and what it costs, in two or three sentences.
A section per question, in the order people ask them: cost, time, what is included, what to expect, how to book.
The process, as a numbered list.
Proof: a review or two that mention this service, by name.
One call to action, repeated at the bottom.

Writing the answers

Each heading is a question. The first sentence under it answers, with the number or the name in it. Then one or two sentences of context. Then the next question. Do not write an introduction to each answer; the heading is the introduction.

The price section

Give a range and what moves it. "Most furnace repairs run $150 to $600. Parts drive the difference; a new igniter is at the low end and a blower motor at the high end." That sentence is the one Google lifts for "how much does furnace repair cost."

What to leave out

A history of the company. Stock-photo banners with slogans. A paragraph about how much you care. Anything you would not say to a customer on the phone.

Questions people ask

How long should the page be?

Long enough to answer the questions, usually 600 to 1,200 words. Length is not the goal; the answers are.

One page per service or one page for all?

One per service. A page that covers five services answers none of them well and ranks for none.

Should the page have a form?

Yes, or a phone number that is a tap on a phone, placed after the answers and again at the bottom.

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