WordPress how-tos
How do I write service pages that bring in customers?
Give each main service its own WordPress page, and write it to answer the questions a customer has before calling: what the service is, where you offer it, what it involves, what it costs or how pricing works, and how to book. Use plain words, real photos and a clear phone number and form on every page. One focused page per service is easier for both customers and search engines to understand than one long list.
Step 1: List your services
- Write down every service you offer.
- Circle the three to eight that bring in steady work or that you want more of.
- Each circled service gets its own page. Smaller related tasks can be sections on those pages.
Example for an HVAC company: Furnace Repair, Heat Pump Installation, AC Repair, Duct Cleaning, Maintenance Plans.
Step 2: Create the page
- In your dashboard, go to Pages > Add New Page.
- Title it with the service and, if it fits, the area: "Heat Pump Installation in Bend, Oregon."
- Set a short page address (slug), such as
/heat-pump-installation/. You can edit it in the page settings sidebar. - Optionally set the page's Parent to a "Services" page so the addresses and menus stay tidy.
Step 3: Write the page in this order
Use short paragraphs and H2 headings so people can scan.
- Opening (2–3 sentences): what you do, where, and who it is for. "We install and service heat pumps for homes in Bend, Redmond and Sisters. Estimates are free." Only include promises you can stand behind.
- What's included: a short list of what the job covers.
- How it works: three to five numbered steps from first call to finished job.
- Pricing: a price range, a starting price, or how you quote. Even "free on-site estimates" helps.
- Service area: the towns and areas you cover.
- Proof: photos of real jobs, licenses and certifications, and one or two customer quotes you have permission to use.
- Common questions: three to five short questions and answers, written the way customers ask them.
- Call to action: phone number (tap-to-call), a short form, and your hours.
Step 4: Write the way customers talk
- Use their words. "Furnace not turning on" rather than "heating system malfunction."
- Explain any technical term the first time you use it.
- Keep sentences short. Read it out loud; if you would not say it, rewrite it.
- Be specific. "We've serviced furnaces in Central Oregon since 2012" beats a vague claim. Use your real year.
- Skip hype words. Let facts and photos do the work.
Step 5: Set the SEO title and description
With an SEO plugin, give each service page its own:
- Title: "Heat Pump Installation in Bend, OR | Your Company" (about 50–60 characters)
- Description: one or two sentences that summarize the offer and the area
Do not reuse the same title and description on different pages.
Step 6: Link pages together
- Link to each service page from your homepage and your main menu (or a Services drop-down).
- On each service page, link to one or two related services.
- Link to your contact page and, if you have one, your reviews or Google Business Profile.
Step 7: Add images the right way
- Use real photos from your jobs.
- Resize them before uploading.
- Fill in the Alternative text field for each image, for example "Heat pump installed outside a home in Bend, Oregon."
Should I make a page for every town?
Only if you have something different to say for each town, such as local projects, specific rules or a local team. Pages that are copies with the town name swapped add little value for visitors and can be seen as low quality.
Review and update
Check each service page every few months. Update prices, add new photos and answer new questions customers have asked you.
Need a hand?
We help customers set up their WordPress sites, and our support replies the same day, often within an hour, during business hours (8:00 AM to 5:00 PM Pacific, 7 days a week). Email support@parsonshosting.com or call 530-710-8726. See WordPress hosting, the FAQ and about ParsonsHosting.