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Service website: 30 points to turn visits into enquiries

A service website pays when a visitor from your area finds you, understands in ten seconds what you do and for whom, trusts you and gets in touch in one tap. These 30 points to tick cover the whole journey, from your Google Business Profile to measuring every enquiry, with the figures from our study of 2,747 websites of French small businesses.

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What you will be able to do

Get found on your customers’ searches in your area, on Google and on Maps.
Make every service page a page that makes people want to call.
Know how many enquiries your site brings in every month, and which ones.

For tradespeople, professional practices, firms and agencies whose customers come from a local area and get in touch by phone, form or booking. Most of the points can be done without an outside provider.

Your Google Business ProfileFor a local business, the Google profile is often seen before the website: it must be complete and consistent with it.5 points
One page per service, a clear areaEvery service your customers search for deserves its own page, which answers their question straight away.5 points
Contact in one tapEvery page must let people call or write without searching, especially on mobile.5 points
Proof and reviewsVisitors contact the business that proves it can do the job: past work, real reviews, verifiable information.5 points
Reply quickly and wellAn enquiry left waiting goes to the competitor who calls back first.4 points
Measure every enquiryWithout measurement, there is no way to know which pages and which searches bring in customers.6 points

An extract: Your Google Business Profile

For a local business, the Google profile is often seen before the website: it must be complete and consistent with it.

Claim and verify the profileIn our study of 4,631 Google Maps listings in France, 14% had not been claimed by their owner. An unclaimed profile can be edited by anyone and does not let you reply to reviews.
Choose the right primary categoryThe primary category tells Google which searches to show you for. Pick the most precise one that describes your main activity, then add a few genuine secondary categories.
Fill in your opening hours and keep them up to date15% of the listings in the study showed no opening hours. Add special hours too (public holidays, closures): a customer who finds the door shut does not come back.
Link the profile to your website23% of the listings in the study linked to no website at all. Use the address of the most useful page (often the home page or your main service page), not a social media page.
Add real photos regularlyThe median in the study is 9 photos per listing. Show your work, your team, your premises, your van: your own photos, never stock images.

Next: One page per service, a clear area

One page per service you sell“Boiler replacement”, “setting up a property company”, “website redesign”: one page for each, with its title, its prices or price ranges if you show them, its lead times and its past work. An “Our services” page that lists everything wins no precise search.
The trade and the town in the title and the H1In our study, 41% of sites did not have a page title of 25 to 65 characters and 45% did not have a single H1 saying what the business sells. Example: “Plumber in Nantes: emergency repairs and installation”.
State your service area in fullThe towns and districts where you work, written in the page text. Do not invent one page per town without content of its own: an area page is justified when you have past work, lead times or prices that differ there.

The rest is in the PDF: 30 points in all, 6 chapters, and a final page to run your website through the free audit.

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Frequently asked questions

Does this guide work for a practice or an agency?

Yes. The points are the same for any business whose customers come from a local area and get in touch; only the examples change.

Do I need a new website?

Rarely. Most of the 30 points are fixed on the existing site and on your Google Business Profile, without a redesign.

Where should I start?

With chapter 3 (contact in one tap) and chapter 1 (Google Business Profile): they are the fixes that pay off fastest.

Guide sources

Service website: 30 points that pay

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