One page per service: the SEO play most contractors miss
Google ranks pages, not websites. A contractor with fifteen specific service pages outranks one with a single 'Services' page every time. Here is how to structure it, with examples by trade.
The single highest-return change on most contractor websites is not a redesign. It is splitting one “Services” page into fifteen pages, each about one thing.
Google ranks pages
When a facility manager searches “rooftop unit replacement contractor,” Google is looking for the best page about rooftop unit replacement. Not the best HVAC company. The best page. A page titled “Commercial HVAC Services” that mentions rooftop units in a bulleted list is not that page. A page titled “Rooftop Unit Replacement” with 500 words about how you assess, size, crane and commission a replacement, is.
This is why a 20-person HVAC contractor with the right structure outranks a 200-person competitor with a prettier site. The competitor has one page competing for a hundred searches. The 20-person shop has fifteen pages each competing for one.
How to split
Split by what the buyer searches for, which is usually a combination of the service and the building type. By trade:
| Trade | Split into |
|---|---|
| Roofing | Commercial re-roofing · TPO/PVC/EPDM · Metal roofing · Roof maintenance programs · Storm damage |
| HVAC | Maintenance agreements · RTU replacement · Plan-and-spec installation · Design-build · Controls · Refrigeration |
| Electrical | Commercial construction · Tenant improvements · Industrial · Service · Lighting retrofits · EV charging · Low voltage |
| Plumbing | Commercial construction · Repiping · Backflow testing · Grease trap service · Medical gas · 24/7 service |
| Concrete | Foundations and slabs · Tilt-up · Structural · Flatwork and ADA · Polished · Repair |
Each page gets its own title, its own 400–700 words written from how you actually do that work, its own proof (a project or two), and its own form.
Add markets
If you work in several cities, add a page per city for your main service. “Commercial roofing contractor in Tucson” is a different search from “in Phoenix,” and a page with real Tucson projects on it wins it.
What not to do
- Do not create thin pages. Fifteen pages with a hundred words each is worse than five with five hundred.
- Do not copy-paste between pages with the city swapped. Google notices, and so does a reader.
- Do not write for Google. Write for the PM reading it; Google is better at recognizing that than most people think.
The practical version
An interview with the owner for one hour gives us enough to write fifteen distinct service pages, because the owner knows exactly how each kind of job differs. That is the whole method behind the Growth tier. The pages come out of your head; we just write them down and build them right.
Core Web Vitals in plain English, and why your site fails them
Google measures how fast your site loads, how soon it responds, and whether things jump around. Most contractor sites fail on a phone on a jobsite. What the three numbers mean and how a site passes.
Google Business Profile for contractors: the ten minutes that matter
For local service searches, the map pack above the results gets more clicks than the site that ranks first. Here is the short list of what actually moves a contractor's profile, and what to ignore.
Fifteen minutes. No pitch deck.
Tell me what you build and where the leads come from today. I will tell you what I would change, and what it would cost. If it is not a fit, I will say so on the call.