A Guide to Building Area Service Pages for SEO


A Guide to Building Area Service Pages for SEO

SEO Resources

And Digital Marketing Guides for Businesses

Brad has been a successful service provider in the HVAC sector for over 15 years. But recently, he can’t boast of a single order in the past 10 months. He seems to be lost in the competition.

That notwithstanding, there is something Brad could do that he is not doing. That is – having a strong area service page. An Area Service Page is like a local landing page, and it’s a great way to promote your business and let your local customers know what services you offer. Having a strong Area Service Page can increase your customer base and keep them coming back for more.

To this end, if you want to get ahead of the competition, you need to start building your Area Service Page. This blog post shows you how to build a strong and successful area service page (ASP), step by step.

Service Page vs. Area Service Page: What Are They?

A service page or pages on your website showcase all the products and services you offer to your site visitors and potential customers. Service pages contain information such as a description of your product/service, contact informations, pricing, etc. 

Similarly, an area service page (ASP) or Service area page (SAP) is a type of web page that provides localised information about a company and its product or service. Only that your contact details will display your physical address, local phone number, and an embedded map. An area service page on your website features relevant content about a specific service your company offers in any location.

Details of your services to local customers are provided on each page, which is customised for local searches in a particular region.

If you have businesses in different locations, each physical location you serve must have a page dedicated to it. If you offer your services in multiple locations such as the towns, cities, or counties in that region, you may have as many separate service area pages as you like. Visitors can learn more about your company, where you operate, what you do, and other information as they land on your area service page through local search. Area service pages are similar to landing pages in the sense that they are the first page that a prospect visits after doing a local search and clicking on your business as it displays on search engine result pages (SERP).

Each ASP is a page that exists on your main website, as compared to landing pages, which usually have their own independent or standalone website. Like with every aspect of search engine optimisation (SEO), your area service page requires careful planning and research if you want to convert your site visitors to leads and paying customers. The page should include relevant keywords, images, and text that match the theme of the event/product/service you offer. In addition, it should contain a call to action button that encourages local visitors to take some sort of action.

How to Build Strong Area Service Pages: Step-By-Step Guide

When it comes to building a strong and successful area service page, it’s important to have a strong foundation, which means having a good structure in place.

Area service pages are an essential part of any local SEO strategy, as they provide your potential customers with all the information they need about your services in a specific area.

Creating effective area service pages can be a bit overwhelming, but following these step-by-step instructions will help you get it right. That said, let’s look in detail at how to structure your area service page.

How to Structure your Service Page Content

Every successful business is built upon a solid foundation, and the structure of your area service page is the foundation of your business. So having a strong foundation is vital for the success of your service page/business. By structure, this includes your website structure and user experience. If you get this right, then you’ll have area service pages that convert visitors to paying customers.

Individual Services Pages vs. A Single Service Overview Page

Most of the time, one of the hardest decisions to make as a new business owner is deciding whether or not to use a single area service page or individual area service pages. Many digital marketing experts would even advise you to use one, which is often individual pages for every service. But the truth is, you should use both, and here is why. Inherently, single service pages and individual service area pages serve different purposes.

Individual service pages are also often called landing pages. They are a great way to focus on a specific topic and offer users a clear, concise view of what your business has to offer. Optimising these pages for organic search can attract new users and give them a well-rounded overview of your services. Be sure to focus on your benefits and differentiators – this is your chance to really stand out from the competition.


On the flip side, a single area service page is a single page that lists all of the services you provide. This page is excellent for new visitors coming to your service page from other pages like your home page since they enable the user to grasp the scope of your products and services at a glance.From our observations and experience, single area service pages usually always receive a hit from first-time visitors. Even for current customers who need quick answers to inquiries like what variety of services or products your company offers, a single service overview page can be a useful knowledge base.

Your Ideal Service Page URL Structure

Another debatable topic amongst digital marketers is the structure of your URL slug. The SEO experts are of the opinion that your URL must be optimized to contain all your key terms, especially if you are trying to rank for them.

For example:


So based on this premise, the main topic of your area service page(s) is ‘services,’ and the sub-topic is ‘home repairs.’ since it is an individual service, A good way to structure your URL’s is by using the location as the primary directory:


That should leave you an extra depth for a sub-service (remember, 3 click depth URLs are generally considered the maximum)

Perhaps you have never thought much about your URL structure like this. It’s important you get these fundamentals right to help you stand out and rank higher in local search results. It’ll also make a difference between how satisfied your users are after navigating your website and if you’ll rank over your competitors or not.

Create the Perfect Opening Statement

This is where the magic starts. Whether or not your visitors will engage wit your content or buy from you depends on how well you can communicate your brand (products and services) to them in a few seconds.

Understand that you do not have much time to get your audience’s attention. Just a few seconds, so you have to shoot your best. The same way you spend lots of time designing your website and services page layout, you should also spend time to create captivating opening statements and content for your area service pages.

Having the right opening statement will make those seconds your visitors interact or engage with your service page count. This is where you should briefly explain to your audience why they should care about your service.


So based on this premise, the main topic of your area service page(s) is ‘services,’ and the sub-topic is ‘home repairs.’ since it is an individual service, A good way to structure your URL’s is by using the location as the primary directory:


That should leave you an extra depth for a sub-service (remember, 3 click depth URLs are generally considered the maximum)

Perhaps you have never thought much about your URL structure like this. It’s important you get these fundamentals right to help you stand out and rank higher in local search results. It’ll also make a difference between how satisfied your users are after navigating your website and if you’ll rank over your competitors or not.

Consider it an elevator pitch, except that instead of pitching your services in 30 seconds, you use 30 words. I know it can be overwhelming to write a captivating opening statement. Nonetheless, you should avoid the following:

Instead, concentrate on the advantages of the service. Consider your audience as a whole, and try to figure out why they might want to buy from you when they click to your company from the business listing. Take for example, nobody cuts their hair because they enjoy the sensation of the blades on their scalp. They put up with it because of the benefits they receive. To this end, create your opening statement putting these two factors in mind – customers’ pain points and benefits. That is to say, you should try to communicate with few words how your service or product can solve their problem or benefit them. These are the basic structure of a strong area service page. Once you have these in place, it’s time to do the following:

Who are you trying to reach with your Area Service Page? Think about the demographics of your target customer, including their age, gender, location, and interests. Once you have a good understanding of who your target audience is, you can begin to craft content that appeals to them. Also, anticipate and answer their questions. This is one way to grab their attention and interest at first glance.

Your area service page should list all of the products and services you offer, along with a brief description of each. Be sure to use clear, concise language that your customers will understand. 

What keywords or phrases will potential customers use when searching for businesses like yours? Use keyword research tools such as Google AdWords Keyword Planner and Moz Keyword Explorer to find popular keywords in your industry. Then, incorporate these keywords into the meta descriptions, title tags, and headings on your Area Service Page.

The content on your Area Service Page should be well-written and engaging. Include relevant keywords throughout the text so that it ranks high in search results. In addition, use images and videos to break up the text and add visual interest where possible.

Make the Page a One-Stop-Shop for Information

There’s no doubt that having an area service page on your website is a great way to provide customers with important information about your business. But what if you could take it a step further and make your area service page a one-stop shop for all their needs?

Here are a few ways to do just that:

Make It Super-Easy to Contact You.

Include Cost Calculators for Upsell Opportunities

Besides providing clear pricing options in your service area pages, including cost calculators to let your potential customers save time, figuring out how much a set of your products or service would cost is essential.

Show Them Proof – And Lots of It Using Online Reviews

Testimonial videos and customer reviews are great ways to build trust with customers. You can use them to show how happy your clients have been with your services. If they’re not satisfied, you can ask them what could be improved. 

Use a Clear Call-to-Action

Make it easy for potential customers to take action by including a call-to-action (CTA) on your Area Service Page. A CTA could be a button that says “Book Now” or “Learn More.” Placing a CTA on your page will increase the likelihood that visitors will take the next step to become a customer.

Monitor Your Page’s Performance

Once you’ve published your Area Service Page, it’s important to monitor its performance. Use Google Analytics to have audience insights such track how many people visit the page and how long they stay on it. If you see a drop-off in traffic or engagement, make changes to the page accordingly.

Drive Your Lead Funnel Through Effective Contact Forms

Forms are an essential part of any lead funnel. By collecting information from potential leads, you can qualify them and determine their interest in your product or service.

Effective forms must be simple to complete and easy to understand, with all the required information clearly displayed. They should also be mobile-friendly so potential leads can complete them on any device.

Build Gated Resources to Gather Contact Information

Gated resources are a great way to gather contact information from potential leads. By requiring visitors to provide their contact information before accessing your content, you can ensure that you are capturing the most relevant leads.

Additionally, you can use gated resources to segment your leads and target them with specific content or offers.

Basic SEO Best Practices for Service Pages

As a business owner, ensuring your website is optimized for search engines is important. Following some basic best SEO practices can improve your website’s ranking and visibility on search engines like Google.

One of the most important things you can do is ensure your website’s content is relevant to your target audience. You should also use keywords and phrases throughout your website content, as well as in your titles and headings.

Another key factor in optimizing your website for search engines is optimizing your website’s metadata. This includes the title tag (page title), meta description, and alt text for images. To do this, use keyword-rich titles, descriptions, and descriptive alt text for images.

Finally, you should also make sure your website is mobile-friendly. More and more people are accessing the internet from their mobile devices such as phones and tablets, so it’s important to make sure your website is responsive and looks good on all devices.

By following these steps, you can create a strong Area Service Page that will help promote your business and attract new customers.

If you need an SEO specialist to take care of your SEO needs and wider digital strategy, we provide a complete SEO solution for our clients including web development, design and social strategy. Whatever gaps you need filling in your marketing strategy, Lloyds SEO are here to support you in any way that we can.

Wrapping Up

Building an area service page can be an effective way to attract new customers and promote your business. Here are some tips for creating a strong area service page:

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