/write-content

Technique 36: Service Pages

What It Is

Commercial/transactional content describing a specific service offering, its benefits, process, and pricing. The core conversion page for service-based businesses. Captures "[service]", "[service] inhuren", "[service] in [location]", and "[service] kosten" searches.

When to Use

Commercial/transactional intent -- user is evaluating a specific service or ready to inquire. Every distinct service offering needs its own page. Do not combine multiple services on one page.

Structure Template

H1: "[Service Name] -- [Key Benefit or Location]"
    (e.g., "SEO Advies voor MKB -- Meer organisch verkeer binnen 3 maanden")

Hero section:
    H1 + 2-sentence value proposition
    Primary CTA: "Vraag een offerte aan" or "Plan een gesprek"
    Trust signals: years experience, number of clients, rating

H2: What we do
    Clear description of the service (3-4 sentences)
    Key deliverables as bullet points

H2: Who this is for
    3-4 ideal client profiles
    "This service is for you if..."

H2: How it works (process)
    H3: Step 1: [Phase name]
        What happens, what you deliver, timeline
    H3: Step 2: [Phase name]
    H3: Step 3: [Phase name]
    H3: Step 4: [Delivery/Results]

H2: What you get (deliverables)
    Specific list of deliverables and outcomes
    Tangible where possible: "monthly report", "content calendar", "technical audit"

H2: Results we've achieved
    2-3 client results with specific numbers
    Link to full case studies

H2: Pricing / Investment
    Starting prices or price ranges
    What affects the price
    Link to detailed pricing page if applicable

H2: Why choose us
    3-5 differentiators (specific, not generic)
    Credentials, certifications, experience

H2: FAQ
    5-7 service-specific questions
    Process, timeline, pricing, guarantees

H2: Ready to get started?
    Final CTA with contact form or booking link

Word Count

1,200-2,000 words (thorough enough to answer all questions, concise enough to keep focus on conversion)

Schema Markup

• Primary: Service (name, description, provider, serviceType)
• Secondary: LocalBusiness (if location-specific service)
• Tertiary: FAQ (for the FAQ section)

Featured Snippet Strategy

• Format: List snippet for "what does [service] include" queries
• Target: The deliverables section or the process steps
• Alternative: Paragraph snippet for "[service] meaning/definition" queries

CTA Placement

• Hero section: Primary CTA above the fold
• After process: "Ready to start?" CTA
• After results: Social proof reinforcement CTA (strongest conversion point)
• Sticky: Persistent CTA button or bar on scroll
• End of page: Full contact form or booking widget

Internal Linking Strategy

• Link to case studies for proof of results
• Link to related services (cross-sell opportunities)
• Link to blog content that supports the service's value proposition
• Link to pricing page for detailed pricing
• Link to about page for company credibility
• Receive links from homepage, navigation, blog content, and location pages

Key Success Factors

1. One service per page: Do not combine SEO and SEA on one page -- separate pages rank better
2. Clear process: Users want to know exactly what happens after they contact you
3. Specific results: "37% more organic traffic in 4 months" not "we get you more traffic"
4. Pricing transparency: At minimum, provide starting prices or ranges -- hidden pricing loses leads
5. Social proof with numbers: Client results, years of experience, number of projects completed
6. Strong above-the-fold CTA: The inquiry form or booking button must be immediately visible
7. FAQ addresses objections: Use the FAQ to handle "is it worth it" and "how long does it take" questions

Common Mistakes

• Combining multiple services on one page (dilutes rankings and confuses visitors)
• No pricing information at all (users leave to find a competitor who shows pricing)
• Generic differentiators ("we care about quality" -- everyone says this)
• No case studies or results (claims without evidence do not convince)
• Missing the process section (users fear the unknown)
• No clear CTA or the CTA is buried below the fold
• Writing about what you do instead of what the client gets

Example Topics by Niche

• Energy: "Zonnepanelen installatie -- professionele montage met 10 jaar garantie"
• Telecom: "Zakelijk internet aanvragen -- glasvezel voor bedrijven"
• SaaS: "SEO audit service -- complete technische en content analyse van je website"
• E-commerce: "Webshop laten bouwen -- van ontwerp tot lancering in 6 weken"
• Local services: "Badkamer renovatie Amsterdam -- van ontwerp tot oplevering"