Writing service pages that win commercial work
A service page for a commercial buyer is a prequalification document disguised as a web page. The structure that works, section by section, with a roofing example.
A commercial buyer landing on your service page is not browsing. They have a scope and a deadline, and they are deciding whether to call. The page has to work like the first page of a proposal: here is what we do, here is how we do it, here is proof, here is how to reach us. In that order.
The structure
Headline: the service, in the buyer’s words. “Commercial Re-Roofing” not “Roofing Solutions.” Use the term a PM would search.
First paragraph: who it is for and what you do. Two or three sentences. Building types, system types, job sizes. “We re-roof commercial and industrial buildings from 10,000 to 250,000 square feet in TPO, PVC and modified bitumen, for owners, property managers and general contractors across Arizona.”
How you do the work. Four to six short paragraphs, from the owner’s interview. The inspection. The core cuts. The tear-off versus overlay decision. The tie-ins. The safety setup. This is the section that separates a real contractor from a template, because only someone who has done the work can write it.
Proof. Two or three projects with building type, size, system, schedule, and the GC or owner named. Certifications relevant to this service. Not a generic “trusted by” strip.
What it costs, as far as you can say. A range, or the factors that drive the number. Buyers trust pages that talk about money.
The ask. A form on the page, not a link to a contact page. A named person. A phone number that is answered.
The roofing example
A commercial re-roofing page we would write runs about 600 words: headline, a two-sentence summary, five paragraphs on process (assessment, moisture survey, system selection, tear-off and installation, warranty and closeout), three project proofs, a paragraph on what drives price per square, and a form. It reads like a conversation with the owner, because it came from one.
What to leave out
- “We are committed to quality and customer satisfaction.” Every competitor says it. It carries no information.
- Stock photos.
- A list of every service you offer at the bottom of every service page. Link to them in the menu; keep the page about one thing.
Why this ranks
Google is better than most people think at recognizing a page written by someone who knows the work. Specific process language, specific proof, specific numbers: these are the signals. A page that wins a PM’s read also tends to win the search, and that is not a coincidence. How we build these.
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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.