Here is the first sentence of your service page, near enough.
“With over 20 years of combined experience, we are committed to delivering exceptional service to clients throughout the region.”
Read it as a stranger would. It does not say what you do, who you do it for, where you do it, or what happens if they want it. Four pieces of information missing from the one sentence that gets read most.
That sentence isn’t there out of laziness. It’s there because the page got written as an introduction to a company, for somebody who already knows who you are. Almost nobody arriving on it does.
A service page has exactly one job: be the best available answer to a search that names a service. Which means naming the service the way buyers name it, then answering the handful of things a buyer actually decides on, in the order they decide them.
The naming problem comes before the writing problem
Businesses name services the way they are organized internally. Buyers type the thing they want done.
So you get “Integrated Facility Solutions” on a page that should say “office cleaning”, and “Managed Technology Services” where somebody is searching for “server backup”. No amount of good writing fixes that, because the page is answering a question nobody asked in those words.
Three places to find the real vocabulary, all of which beat any keyword tool because they are your own buyers:
Your Google Ads search terms report, if you run ads. That is a literal transcript of what people typed before they landed on you.
Your inbound enquiry emails, last twenty. Read them for nouns. The phrase a customer uses in the first line of their email is the phrase that belongs in your H1.
And the sentence customers use when they explain you to somebody else. It usually starts “they basically…”. That sentence is your page in miniature and you have heard it a hundred times.
The H1 is a naming decision, not a copywriting one. Get it wrong and everything downstream is decoration.
One page per thing somebody would hire you for separately
Here is a cleaner rule than “don’t put three services on one page”.
If two things would never show up in the same enquiry email, they are two pages. If three things are always bought together, they are one page. That’s the whole test, and it’s answerable from the twenty emails you just read.
The two failure modes, both common:
The About page in disguise. Company history, the founder’s photo, a values list, and the service itself described in one line near the bottom. This page converts people who were already going to call you and nobody else.
The page carrying three services at once. It cannot rank for any of them, because it is specific about none of them, and a visitor who wanted one of the three has to do the sorting. Split it, then link the three pages to each other.
The six things a buyer decides on
This is the structure, and the useful part of each one is not what you would guess.
What it is, named their way. Covered above. One sentence, no preamble.
Who it’s for, and who it isn’t. The second half is the one that works, and I made that case at length about the exclusion line in a proposal, so I’ll leave it at this: “we’re probably not right for you if…” reads as confidence and filters your inbox at the same time.
What happens, in order. Not to inform. To prove you have done it before, which means it needs one detail only somebody who has done it would include. A generic four-step process reads as invented, because it usually is. Name the bit that always takes longer than people expect.
What it costs. A number, a range, or the honest reason there isn’t one. If there isn’t one, say what it depends on and name the actual variables, because “it depends on scope” is a non-answer while “it depends on how many locations and whether your data is already in one place” is genuinely useful. I went through the full case for and against publishing pricing separately.
The thing that usually goes wrong. Almost nobody does this and it’s the strongest item on the list. State the common failure mode in this kind of work and what you do about it. A competitor cannot copy that paragraph without having had the experience, which is exactly why it’s persuasive.
Proof, specific to this service. Not a logo wall. One account of this exact work, for somebody recognizably like the reader, with a number in it.
Then one next step, which should match where the searcher actually is. Somebody who typed a service name is further along than somebody reading a blog post and less far than somebody on your pricing page. “Call us” is fine. “Book a 45-minute discovery session” is asking for a commitment two steps ahead of where they are.
The first screen test
Two minutes, and it’s the test I’d run before any other.
Open the page on your phone. Cover everything below the first screen. Then ask whether a stranger could tell what you do, who you do it for, and roughly where.
If they can’t, no amount of work further down the page matters, because the reader who needed that information has already gone back to the results. Most service pages fail this and the reason is always the same: the first screen is being spent on a hero image, a slogan, and a sentence about experience.
Why this matters more now than it did two years ago
The generic version of your service page has a new competitor, and it isn’t another business.
If your page’s main content explains what the service is in general terms, a model will answer that question better than you can, because general explanation is the thing those systems are best at. The page that survives is the one answering the question a model can’t answer from general knowledge: who should do this work, what it costs, what it’s like to buy from you. I’ve argued that more fully in whether SEO is still worth it for a small business.
One caution, since you’ll see numbers quoted at you. Semrush tracked a fixed panel of 400 keywords across five commercial modifier groups in banking, ecommerce and software, and found AI Overview coverage rose from 45.75% in September 2025 to 88% by August 2026. Real study, honest methodology. But those modifiers are “best X for Y”, alternatives, pricing, reviews and brand versus brand, which are comparison searches rather than service searches. So the 88% gets quoted as though it covers “plumber in Charlotte” and it does not measure that at all. The direction is clear enough without borrowing a figure that was measuring something else.
Before lunch
Forty minutes, on one page.
Open your last twenty enquiry emails and write down the nouns people used. Compare them with your H1. If they disagree, change the H1 to theirs.
Then run the first screen test on your phone and fix whatever it fails.
Then write the two paragraphs almost certainly missing: who this isn’t for, and the thing that usually goes wrong. Those two will do more than rewriting everything else on the page.
If you’d like a second opinion on which of your pages is closest to the money and what it’s missing, drop me a line on email, WhatsApp, phone or LinkedIn and we can have a quick chat, and my notes on SEO cover how these pages fit together. I’m taking on a small number of contracts at the moment, so I’ll tell you straight whether it’s something I could help with.