Service and Location Page Blueprints

What's inside

• Service page blueprint: ten sections, starting with an H1 and a visible call to action and moving through what's included, how the process works, proof, pricing guidance, real customer FAQs and areas served.
• Location page blueprint: nine sections, including an introduction written for that specific area, local proof such as nearby jobs and reviews, practical local detail, and links back to the core service page.
• Rules for location pages: what Google's spam policies say about doorway pages and scaled content abuse, and why you should only create pages for areas you serve.

Who it's for

Service businesses and multi-location businesses planning new pages, rewriting thin ones or briefing a copywriter or web designer. It works both for businesses with premises and for service-area businesses.

How to use it

Work through each blueprint from top to bottom and gather the material for every section before writing: photos of real work, reviews, prices or the factors that affect them, and the questions customers ask. Drop any section you can't fill with something real. For location pages, write each introduction from scratch rather than swapping the town name, and only show an address where you actually operate.