What to put on your services page (and what to leave off)

Your services page does two jobs at once: it tells a visitor “yes, I do the thing you need,” and it tells Google which searches to show you for. Get it right and it’s one of the hardest-working pages on your site. Get it vague and it does neither.

Most plumbers’ services pages fail in the same way. They’re either three bland lines (“plumbing, heating, bathrooms”) that say nothing, or a copy-and-paste wall of jargon lifted off some template that reads like it was written for a corporation, not a one-van outfit. Neither brings in work. Below is how to write a services page that actually earns its place — section by section, with examples of what works and what doesn’t.

Use the words your customers use

Nobody types “comprehensive domestic plumbing solutions” into Google. They type “fix dripping tap,” “boiler won’t fire,” “blocked toilet,” “burst pipe.” List your services in those plain, everyday words — the exact phrases people search.

A good test: would a stressed homeowner with a leak recognise this instantly? “Emergency leak repairs” — yes. “Reactive water-ingress remediation” — no.

Here’s the same service written two ways:

Bad: We provide a full suite of bespoke water management and sanitation solutions tailored to the modern domestic environment.

Good: Dripping taps, running toilets, leaking pipes — we’ll find it and fix it, usually same day.

The good version is shorter, clearer, and packed with the actual words people search. The bad version is longer and says less. When in doubt, read it out loud. If it sounds like something you’d never say to a customer on the doorstep, rewrite it.

List the jobs that actually pay

Don’t dump everything you’ve ever done. Lead with your bread and butter — the work you want more of. For most plumbers that’s something like:

Leaks and burst pipes
Blocked drains and toilets
Boiler repairs and servicing
Taps, showers and toilets — repairs and replacements
Bathroom installations
Emergency call-outs

Each of those lines is a phrase someone is searching right now. Putting it on the page is how you get found for it. (More on that in local SEO for plumbers.)

Order matters. Put the work you want most at the top — both because visitors skim from the top down, and because the first thing on the page carries a little more weight with Google. If bathroom installs are your big-ticket, profitable job, don’t bury them under “outside tap fitted.”

Structure it with a heading per service

A long paragraph that mentions ten services is hard to scan and hard for Google to make sense of. A clear heading for each service is far better. It lets a panicking customer find their problem in two seconds, and it gives search engines a tidy signal about what each chunk of the page is about.

So instead of one block of text, structure it like this:

A short heading for each service (e.g. Boiler repairs and servicing)
One or two sentences of detail underneath
Repeat down the page

That’s it. Each service becomes its own little self-contained section. On a phone — where most of your visitors are — it reads as a clean, tappable list rather than an essay. This is the same scannable approach we recommend across everything a plumbing website should include.

Add a line of detail to each

Don’t just list a heading. Under each service, a sentence or two does three things: reassures the customer, gives Google something to read, and helps you rank. For example:

Boiler repairs and servicing — Most makes and models, same-day where we can. Annual services to keep your warranty valid and your heating reliable through winter.

That’s far more convincing — and more searchable — than the word “Boilers” on its own.

The trick is to write for a real person and let the keywords fall in naturally. You’re not stuffing in phrases — you’re just describing the job plainly, and the search terms are already in there because that’s how customers talk. Compare:

Bad: Bathrooms.

Good: Full bathroom installations — from swapping a tired suite to a complete rip-out and refit. Tiling, plumbing and waste all handled, tidied up at the end of every day.

The second version answers the questions a customer is quietly asking (“do they do the whole job? will they make a mess?”) and ranks for “bathroom installation” at the same time. One sentence of honest detail beats a one-word heading every time.

Should you list prices?

This is the question every plumber wrestles with, and there’s no single right answer — but there’s a useful middle ground.

Bare headline prices are risky for trade work because no two jobs are the same. Quote “boiler repair — £80” and you’ll spend your week explaining why this one was £180. But saying nothing at all frustrates customers, who increasingly expect at least a ballpark before they call.

The sensible options:

“From” prices. “Boiler service from £75,” “blocked drains cleared from £90.” Sets expectations without committing you to a figure on a job you haven’t seen.
Call-out / labour rates. Some plumbers happily publish an hourly or call-out rate. It filters out tyre-kickers and the people who’d have haggled anyway.
No prices, but a clear promise. “We’ll always give you a price before we start — no surprises on the invoice.” This reassures without numbers, which suits installation work where every job is bespoke.

Whatever you choose, be straight about it. The fastest way to lose trust is a “from” price that turns out to bear no relation to the real one. Plumbers get hired because they’re honest — let the page sound that way too.

One page or separate pages?

If you offer a handful of services, one well-structured services page is plenty — a heading and a couple of lines each, all on a single page. That’s exactly what our One Page site (£99, everything on one page) is built for, and for a lot of plumbers it’s all they ever need.

Separate pages start to earn their keep when:

You have a service worth ranking for on its own — say bathroom installations, where the customer is doing real research and a fuller page (photos, what’s included, how long it takes) genuinely helps.
You cover several distinct areas and want a page that talks specifically about each town.
You want to target a specific search like “emergency plumber [your town]” with a page built around exactly that.

A dedicated page can outrank a single line on a shared services page, because the whole page is about that one thing. The trade-off is more to write and maintain — and a thin, half-empty page is worse than no page at all. If you’re going to split, give each page enough real content to stand on its own. (Our Small Site at £199 adds proper services and about pages for this reason; the pricing page lays out where each tier fits.)

Add photos and proof to each service

Words tell people you do the job. Photos prove it. A few real shots of your own work — a neat bathroom refit, fresh copper, a tidy boiler install — do more to win trust than any amount of copy. Stock images of someone else’s gleaming bathroom fool no one.

Where you can, pair each service with:

A photo of that actual job done by you (before-and-after shots work brilliantly for bathrooms and drains)
A short review from a customer who had that exact work done

A line like “Replaced our whole bathroom in three days, spotless — Janet, Falkirk” sitting under your bathroom service is worth its weight in gold. If you haven’t got reviews yet, that’s the first thing to fix — here’s how to get more Google reviews as a plumber. Photos are also easy social fodder, which is handy if you’re weighing up whether a plumber needs Facebook.

Say where you cover

Work your towns and areas into the page naturally. “Serving Falkirk, Grangemouth and Stirling” tells the customer they’re in the right place and tells Google where to rank you. (This pairs with your Google Business Profile.)

Don’t overdo it. One honest line listing your real coverage area beats cramming in thirty town names you’d never actually drive to — Google has got wise to that, and customers find it odd. Cover where you cover, and say so plainly.

Make it easy to act

Every service should sit near a way to get in touch — a tappable phone number, a WhatsApp button, a short form. Someone reading about emergency call-outs is often ready to call now; don’t make them scroll to find your number. (It’s on the essentials list for a reason.)

The single biggest mistake here is a phone number that only lives in the footer. On a phone, that’s a long scroll past everything. Repeat your contact details near the top, again in the middle, and at the bottom — and make the number tappable so it dials with one touch.

Add a short FAQ at the bottom

A few honest questions and answers at the foot of the page is one of the easiest wins going. It catches the things customers worry about but don’t always ask, and it picks up extra searches — people genuinely Google these phrases. Keep it to four or five, written like you’d answer on the phone:

Do you charge a call-out fee?
Are you Gas Safe registered?
How quickly can you come out in an emergency?
Do you give a price before you start?
Do you guarantee your work?

Answer each in a sentence or two. It builds trust, it covers the objections that stop people calling, and it gives Google more of the real-world language people are searching — all from a section that takes ten minutes to write.

What to leave off

Jargon and waffle. If a customer wouldn’t say it, don’t write it.
Services you don’t really want. Listing the awkward, low-margin jobs just gets you more of them.
Endless detail. Scannable beats exhaustive. Headings, short lines, done.
Fake urgency or pushy sales copy. Plumbers are trusted because they’re straight. Sound like yourself.
A wall of text. Break it up. People skim on phones.
Stock photos pretending to be your work. They undermine the trust the rest of the page is building.

The takeaway

Plain words, the jobs that pay, a heading and a line of detail each, your area, a bit of proof, a short FAQ, and a way to call on every screen. That’s a services page that brings in work instead of just sitting there. If you’re still wondering whether the whole thing is worth it, start with why every plumber needs a website.

If writing it out fills you with dread, that’s fine — it’s part of what we do. We’ll turn a quick chat about your work into a services page that reads well and ranks, live in 48 hours, and yours to own outright. See the packages or get in touch and we’ll take it from there.