The main service page of your website describes all the products and services that your brand or business has to offer.
As one of the main landing pages that sees a lot of traffic every day, it must be able to give the audience a clear definition of your scope of business in no time.
Some of the key features of a service page, therefore, include essential and relevant information about the products and services, such as the pricing and the benefits.
Apart from that, your service page should be fully optimized for Search Engine Optimization (SEO) as an essential aspect of Google/ Search Engine rankings.
Better known as Search Engine Results Pages (SERP), they rank a website based on several factors such as the relevancy of the content, the speed or the loading time of the webpage, internal links, keywords, and so on.
Needless to say, the content on your main service page should not only be relevant but also persuasive enough to incite customers into taking a desired action, whether sales or subscription.
Likewise, several other elements have to be a part of your main service page if you want to gain higher rankings on Google and better conversion rates on your website.
Without further ado, let us take a closer look at them one by one.
1. Checklist of SEO Essentials for Your Main Service Page
- Primary and Related Keywords
Keywords are the terms and phrases used by users to find a specific product or information on the Internet.
As the leading search engine, Google has come a long way in ranking a website based on how relevant it is to the search input or the keywords.
Therefore, when embedding them in your service page, it is important to use the keywords organically across all the major places in your content including:
- The Primary keyword in the H1 tag.
- & Supporting or related keywords in subheadings H2 and H3 to cover different aspects of your products or services.
Along with that, long-tail keywords should be naturally integrated throughout the content without sounding too scripted.
Most of all, your content should be able to answer the queries and provide all the relevant information that customers would want to know about your products and services.
- Meta Tags
Meta tags such as the title and description are what provide the information about the webpage to a search engine so that the latter can rank it on SERPs based on how relevant the content is.
As a crucial ranking factor, meta tags should be short and sweet but compelling enough for search engines to consider your content and enticing enough for users to click on your links.
So, when curating a meta title, try to keep it under 60 characters and include the primary keyword as well as a call-to-action (CTA) if possible.
Similarly, when adding meta description, make sure to keep it between 150-160 characters with your main keyword, a brief description of your services, and a CTA embedded organically.
- URL Optimization
Next up, we have the URLs of your web pages that help users and search engines understand what the page or platform is all about.
As the main address of your web pages, URLs should be clear, descriptive, and right on point.
Here’s how you can do that:
- Use descriptive keywords that convey the topic or your business niche.
- Keep them short, simple, and user-friendly so they are easy to remember.
- Use hyphens to separate words instead of underscores as they are more emphasized. For instance, instead of using abc.com/home_cleaning_services, go for abc.com/home-cleaning-services.
- Avoid numbers and special characters in URLs as they make them appear too complicated. In addition, stick to lowercase letters rather than upper case as URLs are case-sensitive.
- Maintain the page’s hierarchical structure in your URLs for easy and intuitive navigation.
- Avoid dynamic URLs and go for static ones that mention the scope of your services. E.g. abc.com/home-cleaning instead of abc.com/page.php?id=123.
As you can see, the point is, that your URLs have to be concise, relevant, and descriptive.
- Internal Linking
Internal links are yet another component of an SEO and user-friendly service page as they help boost traffic and navigation.
To make the most of it, link your service page to other relevant pages on your website including blog posts, related services, case studies, and vice versa.
As opposed to backlinks, which bring clients from other places such as third-party websites, internal links help improve the structure of your web pages and content within the website for easy navigation to other sections while they are at it.
2. Content Structure and User Engagement Elements
- Clear Headings and Subheadings
As mentioned above, the headings and subheadings of your main service page should be relevant and descriptive.
They should be naturally embedded with organic keywords that customers are using in real time.
In that, the main heading of your content, the H1 tag, should contain the primary keyword organically. E.g. “Professional Home Cleaning Services.”
Similarly, the subheadings H2 and H3 tags should have secondary and supporting keywords to highlight different aspects of your service for better readability and SEO relevance.
As far as the content is concerned, it should be as original as it comes with natural placements of related and long-tail keywords.
- Service Description
While outlining the different services on your main service page is the starting point, providing a brief description of each service with elements such as pricing, features, and benefits is of utmost importance.
Needless to say, the descriptions should be spot-on and actionable with proper CTAs included throughout the content.
Apart from being action-oriented, your service descriptions should be visible and concise, if possible, within 150-160 characters.
- Trust-Building Content
You might have heard the phrase “Content is king.” Well, it is not an exaggeration at all.
High-quality content is the very foundation on which your online business is laid.
As such, your content has to resonate with the world at all times.
As an intricate part of SEO and digital marketing, your content should be able to provide the utmost value to the consumers by showing what you have to offer and how it is relevant to their needs and requirements in a clear and original tone.
To further enhance the credibility of your content, you might want to use ingredients such as testimonials, case studies, and online reviews in the main service section.
Along with that, appealing visuals like images, clips, and videos go a long way in building relationships with the audience and improving customer interaction.
- FAQs
Adding frequently asked questions (FAQs) in the main service page that are commonly asked by most customers is another factor that helps improve your search engine rankings and user-friendliness.
Plus, it gives you an extra edge to be featured in Google’s featured snippets section which you can see right at the top of the search engine results page as soon as the search is made.
To make sure that you’re hitting all the right spots, you might want to do a bit of keyword research to understand the kind of questions that users are asking in general.
3. Technical SEO and Multimedia Enhancements
- Optimized Images with Alt Text
As important as it is to keep your content visually appealing by embedding elements such as videos and images, it must not interfere with the performance or functionality of your web pages.
This is where the optimization of your multimedia comes into the picture.
Better known as optimized images with alt text, it is the process of formatting or labeling the images in such a way that it does not hamper the webpage’s loading speed, accessibility, and SEO performance.
To do that without compromising the quality of your website, be so kind to consider these tips:
- Compress/resize the image size.
- Use correct and responsive formats.
- Make sure to include an alt text (alternative text) to provide a written description of the multimedia file for visually impaired users. Also, integrate the relevant keywords in the alt text as it helps improve the search engine rankings.
And most of all, the images should be relevant to the page and services.
- Schema Markup
Schema markup is a form of structured data that you can add to your HTML code to help Google understand your services and content better.
As a practical element, it can make your content more visible and appealing in the search results especially when supported by factors such as pricing, ratings, and availability of the products/services.
Things such as rich snippets, online reviews, star ratings, events, and information or FAQs are a few other factors that should be included in your HTML code as they are more likely to be clicked as they provide more contextual information than standard search results.
Plus, it helps search engines interpret your content for voice searches as well.
- Voice Search Optimization
While there are many ways a customer can land on your service page, voice search is booming like none other.
But if you want to come up on search results when someone makes a relevant search using a voice command, then you cannot skip optimizing your service page for the same.
To do that effectively, consider including vernacular and conversational phrases that users speak depending on their area or region.
4. Effective CTAs and Contact Information
- Clear CTAs
CTAs or call-to-action are words and phrases that entice customers to take a desired action such as sales, registration, or subscription.
Terms such as “Get a Free Quote” or “Start a Free Trial” are all examples of CTAs that trigger customers to act.
As a potent element for higher conversion rates, CTAs should be showcased across several places on the main service page starting with the “above-the-fold” section that is fixed on the webpage.
Apart from that, you must include plenty of CTAs across different sections of the page including the middle, end, and side sections.
You might also want to add some CTAs in the form of pop-up boxes that are designed to appear/disappear depending on the user intent and scrolling habits. E.g. in Exit-Intent Pop-Ups!
At the same time, don’t shy away from being creative when using CTAs and personalize them for different types of users if possible.
- Contact Options
Finally, no matter the scope of your business niche or the page type, you should always provide your visitors with easy access to your sales or support team.
Be it via phone, online form, e-mail, or live chat (automated chat box), the crux of the matter is that customers and audiences alike should be able to get in touch with your representatives whenever they want.
Along with clear and clickable contact information, you may also include the address of your business by using a map or link for directions.
Conclusion
As evident enough, the service page of your website is one of the most productive and sought-after pages that customers tend to find.
Being viewed and studied by users all too frequently, it is one of the best places to generate leads and convert them into paying customers.
However, like all things on the Internet, the service page of your website should be user-friendly and most importantly SEO-friendly if you want to make it to SERPs let alone gain higher rankings.
By working on these SEO elements, especially keyword research, content, internal linking, and CTAs, you can be in a far better place to be ranked higher on Google and drive more organic traffic your way. And hence, a higher return on investment (ROI) on any given day.