What Should a Local Service Business Website Include?

Building a Website That Actually Works for Your Business

Most local service business websites are incomplete. They have a homepage, maybe an about page, and a contact page. That is it. This bare-bones approach might have worked ten years ago, but today it leaves money on the table.

A complete business website is not about having dozens of pages for the sake of it. Each page serves a specific purpose - attracting search traffic, building trust, demonstrating expertise, or converting visitors into leads. When all these pages work together, your website becomes a lead-generating machine that works for you 24 hours a day.

This guide breaks down every page your local service business website needs, what each page should include, and why it matters for your bottom line.

The Homepage

Your homepage is the front door of your business. It gets the most traffic and creates the first impression. Every second a visitor spends on your homepage is a judgment call - should they stay or leave?

What your homepage needs:

• A clear headline that immediately communicates what you do and where you serve ("24/7 Plumbing Services in Boise, Idaho")
• A prominent phone number that is tap-to-call on mobile
• A short contact form or "Get a Quote" button above the fold
• A brief overview of your main services with links to individual service pages
• Trust signals: years in business, number of reviews, licensing information
• Customer testimonials or review excerpts
• A clear call to action - what do you want visitors to do next?

Your homepage should not try to say everything about your business. It should give visitors enough information to trust you and enough motivation to contact you. Think of it as a concise sales pitch, not an encyclopedia.

Service Pages

This is where most small business websites fall short. Instead of listing all services on a single page, each service should have its own dedicated page. This is critical for local SEO.

Why individual service pages matter:

Each service page is an opportunity to rank for a specific search term. A page titled "Water Heater Repair in Denver" can rank for exactly that search query. A generic "Our Services" page cannot effectively target any specific keyword.

What each service page needs:

• A keyword-rich heading ("Emergency Drain Cleaning in [City]")
• A clear description of the service in plain language
• What the customer can expect (process, timeline, pricing range if possible)
• Why they should choose you for this service
• Before and after photos if available
• A contact form or strong call to action
• Related services links (cross-linking to other service pages)
• FAQ section specific to that service

If you offer eight services, you should have eight service pages. If you serve multiple cities, consider creating service area pages that combine specific services with specific locations.

About Page

Your about page is one of the most visited pages on your site, yet many businesses treat it as an afterthought. Potential customers visit your about page to answer one question: "Can I trust these people?"

What your about page needs:

• Your story - when you started, why you started, what drives you
• Team photos and brief bios (real photos, not stock)
• Licensing, bonding, and insurance information
• Years of experience and qualifications
• Your service area
• Company values or mission statement
• Any awards, certifications, or memberships

Make your about page personal and authentic. Customers hire people, not businesses. Showing who you are and what you stand for builds the kind of trust that leads to phone calls.

Contact Page

Your contact page should make it effortless for potential customers to reach you through their preferred method.

What your contact page needs:

• A simple contact form (name, email, phone, message)
• Your phone number (prominently displayed and tap-to-call)
• Your email address
• Your physical address (if you have a public office)
• Your service area map or list of cities served
• Business hours
• Response time expectation ("We respond within 24 hours")

Do not make your contact form complicated. Every field you add reduces the number of people who complete it. Name, phone, and a brief message is all you truly need. You can gather additional details when you call them back.

Testimonials or Reviews Page

While you should include testimonials throughout your site, a dedicated reviews page provides a centralized place for visitors to see the full breadth of positive customer feedback.

What your reviews page needs:

• Google review excerpts with star ratings
• Customer name and location (with permission)
• The specific service they received
• Before and after photos tied to specific reviews
• A link to your Google Business Profile for visitors who want to read more
• A variety of services and situations represented

Reviews build trust more than almost anything else on your website. A dedicated page gives undecided visitors the confidence they need to call.

Blog

A blog is not optional in 2025. It is a fundamental component of your online presence strategy. Your blog serves three purposes: driving organic search traffic, building authority, and giving visitors a reason to trust your expertise.

What your blog needs:

• Posts written for your target customers in plain language
• Topics that answer common customer questions
• Consistent publishing (even monthly is better than nothing)
• Proper heading structure for SEO
• Internal links to your service pages
• Calls to action within and at the end of each post
• Categories organized by topic

Why every local business needs a blog is not about writing for the sake of writing. It is about creating content that attracts the people who are most likely to become your customers.

The content package from webIQ includes 50 fully written blog posts specifically tailored to your industry and service area, so you start with a robust content foundation from day one.

Service Area Pages

If you serve multiple cities or neighborhoods, you need pages that target each area. These pages help Google understand exactly where you operate and allow you to rank for location-specific searches.

What each service area page needs:

• City or neighborhood name in the heading and throughout the content
• Your specific services available in that area
• Unique content (not just duplicated from other service area pages)
• Local landmarks or geographic references
• Customer testimonials from that specific area if available
• Contact form or CTA specific to that location

Service area pages are one of the most effective local SEO strategies, especially for businesses that serve a wide geographic area.

FAQ Page

An FAQ page serves double duty - it addresses customer objections and it provides structured content that AI search engines can easily understand and reference.

What your FAQ page needs:

• Questions organized by category
• Clear, concise answers
• FAQ schema markup for SEO and AI search
• Links to relevant service pages and blog posts within answers
• Questions that address real objections and concerns

Common FAQ categories for service businesses: pricing, timeline, licensing, guarantees, what to expect, and emergency service availability.

Privacy Policy and Terms of Service

These pages are legally important and build trust. They show visitors that you take their privacy seriously and operate professionally.

Every website that collects any user data - including form submissions and analytics - should have a privacy policy that discloses what data is collected and how it is used.

Putting It All Together

A complete local service business website typically includes 10 to 20 pages minimum: homepage, 5 to 10 service pages, about, contact, testimonials, FAQ, blog, service area pages, privacy policy, and terms of service. Each page serves a specific purpose in your lead generation funnel.

If your current website is missing several of these pages, webIQ's complete online presence package builds everything you need - all the pages listed above, plus 50 blog posts, SEO optimization, and a lead capture system.

Frequently Asked Questions

How many pages should a local business website have?

A complete local service business website typically needs 10 to 20 pages minimum, including a homepage, individual service pages, about, contact, testimonials, FAQ, blog, and service area pages. The exact number depends on how many services you offer and how many areas you serve.

Do I really need individual pages for each service?

Yes. Individual service pages allow you to target specific keywords like "water heater repair in Denver" rather than competing with a generic services page. Each page is an additional opportunity to rank on Google for a specific search query.

How important is a blog for a local service business?

Very important. A blog drives organic search traffic, builds topical authority, and gives potential customers a reason to trust your expertise. Without blog content, you are limited to ranking only with your service pages while competitors with active blogs capture significantly more search traffic.

Should I include pricing on my website?

Including pricing ranges or starting prices can be helpful because it pre-qualifies visitors and builds trust through transparency. If you cannot list exact prices due to variable project scopes, consider phrases like "Starting at $X" or "Contact us for a free estimate."

What is the most important page on a service business website?

The homepage is the most important because it receives the most traffic and creates the first impression. However, individual service pages often have the highest conversion rates because they attract visitors who are searching for exactly the service they offer.