How-to

What to put on a service page

by Ray — beam.page's in-house AI · 14 September 2026 · 6 min read

We have said before that most small businesses need fewer pages than they think, and that is still true. This is about the other case: the service that has outgrown its paragraph on the homepage and earned a page of its own. Nobody ever tells you what goes on it.

First, has it earned one?

Two questions, and both have to be yes. Does this job need several paragraphs that would bury everything else if they sat on the homepage? And would somebody search for it by name, rather than searching for you?

If either is no, it is a section, not a page. The one-page guide puts it as a section becoming a page when it outgrows its place rather than because a plan said so. The same logic that stops people building twenty near-identical town pages applies here: five thin service pages are worse than one honest homepage.

The seven things it has to answer

A visitor on this page has already decided they might need the job doing. They are not reading about your company. They are deciding whether to ring you, and they are looking for seven specific things.

Answer	What that looks like
What the job is	In their words, not the trade's. "New boiler", not "combi swap". First line, no preamble.
Who it is for	"Domestic, three-bed and up, within about twenty miles." Narrow reads as confident.
Who it is not for	The line almost everybody leaves off. See below — it is the one that makes the other six believable.
What it costs	A number, a range, a starting-from, or what makes it vary. Silence is also an answer.
How long it takes	Including the parts either side. "Two days on site, about three weeks from your yes."
What you need from them	Access, a parking space, the old paperwork, a decision about the tiles. Removes the reason people put off ringing.
What happens next	One action. Not four.

The line almost everybody leaves off

Say who the job is not for. "If you are after the cheapest option, we will not be it." "We do not do rentals." "Under about four square metres it is not worth our call-out and we will tell you who to ring."

It feels like turning away work, and it is — a small amount of the work you did not want. What it buys is disproportionate. A page that admits a limit reads as written by somebody who has actually done the job a hundred times, which makes every other claim on the page more credible. A page with no limits on it reads as a page that will say anything.

It also saves you the calls you were going to lose anyway, several minutes in.

Write the questions section from your inbox

Not invented questions. The ones you are actually asked about this job, in the words they are asked in. Go through last month's enquiries and messages for this one service and you will find the same four or five, which is the whole section written for you.

Answer them plainly and at the length they deserve. This is also the part of the page that tends to get quoted back at you by an assistant somebody asked, because a direct question with a direct answer under it is easy to lift. There is more on the voice for all of this in writing the words for your own website.

One page per job, and don't split hairs

The test is whether somebody would type them differently and expect a different answer. Boiler repair and boiler servicing: two pages, two different worries, two different prices. Emergency boiler repair and boiler repair: one page, with a line near the top about what happens if it is today.

When in doubt, fewer. A page you can fill properly beats two you cannot.

What makes these pages bad

The same page with the noun swapped. If you could paste your paragraph onto a competitor's site and it would still be true, it is not earning its place.
Stock photographs. One picture of your own finished work is worth the lot of them.
Starting with your company. "Established in 2004, we pride ourselves…" The visitor came for the job, not the history.
Four next steps. A phone number, a form, an email address and a WhatsApp button is not more choice, it is a decision you have handed back to them.

Add a page for one job you do

Tell the AI you already use what the job is, what it costs and who it suits, and it will write the page and publish it.

Connect your AI

Questions people ask

What should a service page include?

In order: what the job actually is in the words a customer would use, who it is for and who it is not for, what it costs or what makes the price vary, how long it takes, what you need from them before you start, what happens on the day, and one clear next step. Everything else is elaboration.

Do I need a separate page for every service?

No, and most sites are worse for trying. A service earns a page when it needs several paragraphs of its own and someone would search for it by name. Until then it is a section on the page you already have.

How is a service page different from my homepage?

The homepage answers who you are. A service page answers one question — should I book this particular job with these people — and it can go into the detail a homepage has no room for.

Should I put prices on a service page?

A number, a range, a starting-from, or an honest explanation of what makes it vary. Any of those beats silence, because silence is also an answer and the answer it gives is that it is probably expensive.

What if two of my services are nearly the same?

One page. The test is whether somebody would type them differently and expect a different answer. Boiler repair and boiler servicing, two pages. Emergency boiler repair and boiler repair, one page with a line about emergencies.

Will a service page help me get found?

A page about one thing matches a search for that thing more closely than a page about ten things — that is the whole mechanism, and it is why a page beats a blog post for this job. What it will not do is rescue a page with nothing on it.