Why Your Website Needs Separate Service Pages
Whenever I conduct a website audit for a new client, one of the first things I analyze is the website’s structure and user experience.
One common issue I see?
Service-based businesses with multiple offerings crammed into a single “Services” page. If your business offers more than one service, you should have a separate page for each service on your website. Here’s why…
What Are Service Pages and Why Are They Important to SEO?
A service page is a landing page with commercial intent that thoroughly explains a specific service you offer. These pages are crucial for SEO because they can be individually optimized to match a searcher’s intent when looking for that specific service.
For example, let’s say you run a marketing agency offering branding, social media management, and web design. A potential client searching for branding services isn’t necessarily looking for web design or social media management. If you have a dedicated Branding Services page optimized for “branding agency near me,” you’re more likely to appear in search results for that exact service.
Now, imagine you only have one general Services page listing all three services. It’s much harder to optimize that page for one specific service because there’s too much going on. Instead, that page might rank for something broader like “digital marketing services.” But that’s not as targeted, and it’s not what every potential client is searching for.
Think Like Your Potential Clients
Put yourself in the searcher’s shoes. If you’re looking for branding help, and you Google “branding agency near me”, which result are you more likely to click on?
Branding Agency | Small Business Creative Marketing in Seattle
Digital Marketing for Small Businesses in Seattle
Most people will choose the first one because it directly matches what they need. Separate service pages not only improve user experience but also help search engines understand exactly what your pages are about.
How to Structure Your Website with Individual Service Pages
To make the most of your service pages, organize your website like this:
Navigation Menu: Have a “Services” dropdown with each individual service listed. If you want, you can still have a general Services page that links to each one.
Homepage Links: Feature clickable snippets of each service on your homepage, leading directly to the service pages.
Footer Links: Add your services to your website footer for extra visibility.
Internal Links & Content Strategy: Use your blog to drive traffic to your service pages! Write blog posts answering common questions about your services, then link to your service pages with a clear CTA.
Need help creating a content strategy that drives traffic to your service pages? Let’s map it out together.
What to Include on a Service Page
When building out your service pages, think of them as mini landing pages. Many visitors will land here without seeing the rest of your website first, so each page should include:
A strong hero section (headline, subheadline, and CTA)
Pain points & solutions (why someone needs your service)
Compelling benefits (what sets you apart)
Clear service description
Testimonials and case studies
Pricing/packages (if applicable)
FAQs
Call to action (CTA) (like booking a call or requesting a quote)
Internal links to related services, case studies, and blog posts
Your CTA should be clear and repeated multiple times throughout the page. For example:
Book an SEO audit to see how well your service pages are optimized.
Let’s strategize your content to help bring more traffic to your services.
How to Do Keyword Research for Service Pages
Service pages should target commercial and transactional keywords—meaning keywords that indicate someone is looking to hire or purchase.
For example, let’s say you’re optimizing your Branding Services page. Here are some potential keyword ideas:
Branding agency
Branding services
Small business branding services
Branding consultant near me
Now, let’s compare those to some informational keywords, like:
Branding for small businesses
What is branding?
How to create a brand identity
Someone searching for “branding for small businesses” is likely looking for tips and advice, not necessarily hiring a branding agency. That’s why this topic would make a great blog post instead of a service page. On the other hand, someone searching for “branding agency” is more likely looking to hire.
Read more about keyword research here.
Give Your Business Every Opportunity to Be Found
To maximize your visibility in search results, you need to cover all parts of the customer journey:
Informational intent → Blog posts, videos, and FAQs
Commercial/Transactional intent → Optimized service pages
Having both ensures you attract potential clients whether they’re researching their options or ready to buy.
Not sure if your service pages are doing their job? Let’s audit your website and find opportunities to improve.
By structuring your website correctly, optimizing for the right keywords, and implementing a strong content strategy, you’ll make it easier for potential clients to find and hire you. Need help? Let’s chat.
