Four page types that work
- Service pages — one per service, specific, with prices or ranges
- Location pages — genuinely different content per area, not templated
- Problem pages — the symptom the customer searches, and what it means
- Comparison pages — this versus that, honestly
Problem pages are the most neglected. Customers search their symptom, not your service name, and the business that explains the symptom gets the enquiry.
What every commercial page needs
- The question the visitor arrived with, answered in the first paragraph
- Price information — a range, a starting point, or how it is calculated
- What happens next, specifically
- Proof: a case study, a photograph, a named testimonial
- One clear way to make contact, repeated sensibly
Prices are the biggest missing element
Businesses that publish no pricing lose the visitors who will not ask. That is most of them, and they are not the difficult ones — they are simply comparing.
A range with the factors that move it is enough, and it filters out the enquiries that were never going to convert.
Location pages done properly
| Bad | Good |
|---|---|
| Same text, town name swapped | Local specifics, projects, landmarks |
| Twenty thin pages | Five substantial ones |
| No local proof | A local case study and photographs |
| Generic contact block | Local number, coverage detail |
Blog posts are for a different job
Industry news and company updates rarely produce enquiries. Content that answers a customer's question does.
Write for the person deciding, not for the industry. That single reframing changes what gets published and what it achieves.