Service Page Copy Workbook: Explain the Work Before Asking for an Enquiry

Complete the service workbook

• Who: the customer and situation this service fits.
• Work: what you actually do, using concrete nouns and verbs.
• Boundary: what is excluded or needs a separate assessment.
• Process: what happens after an enquiry and what the customer supplies.
• Evidence: authorised work examples or facts you can support.
• Next action: one appropriate request, with the information needed to start.

For each claim, ask whether a customer could verify it. If not, replace the claim with a specific fact or remove it.

A fictional before-and-after example

Before: “We deliver innovative, high-quality solutions with unbeatable service. Contact us for excellence.”

After: “Office cleaning for small workplaces in [actual service area]. We discuss the rooms, access hours and frequency before preparing a quote. One-off deep cleans and regular visits are assessed separately. Send the location and a short description of the space so we can confirm the next step.”

The revised copy is more useful because it identifies the work, boundary and starting information. It does not claim an unmeasured improvement in enquiries, a verified local coverage area or a price that has not been assessed.

Build a readable page order

Start with service and fit, then explain scope, relevant evidence, process and the next action. Put common limitations near the claim they qualify rather than hiding them in a footer.

Use headings that answer reader questions. A photograph can support recognition, but it does not replace an explanation of what the service includes. Identify a fictional example as fictional; do not invent reviews or credentials to make the page feel established.

Test comprehension before publishing

Ask someone unfamiliar with the draft to explain what the business does, who it serves and what they would do next. If they repeat only “quality” and “solutions”, the page may still be vague.

Confirm links, contact details and claims with the owner. This workbook supports the writing of one service page; it does not prescribe more pages for every keyword variation or promise search traffic.