The services section is the only place you get to describe your work in your own words. Most profiles leave it empty.
TL;DR List every service individually, describe each in plain customer language, include a price or range, and link straight to booking. This section is read by AI tools deciding whether to recommend you.
Why this section matters more than it used to
Search engines and AI assistants now answer questions like “does anyone in Fall River do trenchless sewer repair.” They need a machine-readable statement that you do.
Your services list is exactly that statement, written by you, in structured form.
An empty services section means the machine is guessing from your category and whatever it can scrape from your site. Guessing goes badly.
Structure your categories properly
Group services the way a customer thinks, not the way your trade organizes them.
| Trade-brain grouping | Customer-brain grouping |
|---|---|
| “Hydronic systems” | “Heating repair” |
| “Potable water service” | “Water line repair” |
| “Thermostatic valve service” | “No hot water” |
| “Point of entry filtration” | “Water filter installation” |
The rule. If a customer would not use the phrase on the phone, do not use it here.
Build three to six groups, each holding four to eight individual services. More granular beats fewer and broader, because each entry is a separate matching opportunity.
Write descriptions that work on two audiences
Each service gets its own description. Two to four sentences.
The formula
- What it is, in plain words.
- When somebody needs it, described as a symptom.
- What is involved or how long it takes.
- A price signal, even a rough one.
Example
Water Heater Replacement
Full removal and replacement of a failed or aging water heater, tank or tankless. Most people call us when they are out of hot water, seeing rust in the water, or finding moisture around the base. Standard tank swaps take about half a day. Most jobs run $1,400 to $2,600 installed depending on size and venting.
That paragraph answers the customer’s real question and gives an AI tool something concrete to summarize.
Price indicators, and why to include them
Owners resist this. The resistance costs more than the transparency does.
What hiding price does. A meaningful share of people will not enquire at all rather than ask, because asking creates an obligation and they are still browsing. You never hear from them, so the cost is invisible.
What showing a range does. Filters out people who were never going to buy, which saves you quoting time, and signals confidence.
How to do it without committing
- “From $X” for a genuine entry point.
- A range, “$1,400 to $2,600,” with the variables named.
- “Typical project: $X” with a note that scope changes it.
- “Free estimate” for genuinely custom work, but pair it with a typical range so people can self-select.
Descriptions written for AI
The tools now summarizing local businesses read plain, specific text better than marketing copy.
Helps
- Concrete nouns and named services.
- Symptoms in the customer’s words.
- Numbers: prices, durations, sizes.
- Explicit geography. “Serving Fall River and Somerset.”
- Direct answers to implied questions.
Hurts
- Adjectives about your own quality. “Premium,” “best-in-class,” “unmatched.” Unverifiable, so discounted.
- Jargon with no plain-language equivalent.
- Keyword stuffing, which reads as spam to both audiences.
- Empty entries with a title and nothing else.
Direct booking anchors
Each service entry can carry a link. Point it somewhere useful.
- A booking page pre-filtered to that service, so they do not re-select.
- The specific service page on your site, not your homepage.
- A quote form with the service pre-populated.
Dumping every link on your homepage wastes the click. Somebody who read about water heater replacement and clicked wants water heater replacement, not your company overview.
The maintenance rhythm
- Quarterly: re-read descriptions, update prices that have drifted.
- Seasonally: move relevant services up, add a seasonal entry.
- When you add a service: add it here the same week.
- Annually: remove services you no longer offer. Stale entries produce bad-fit calls.
The checklist
| Item | Done |
|---|---|
| Every service listed individually | ☐ |
| Customer language, not trade language | ☐ |
| 2 to 4 sentence description on each | ☐ |
| Symptoms named, not just service names | ☐ |
| Price or range on each | ☐ |
| Duration where relevant | ☐ |
| Booking link per service | ☐ |
| Nothing listed you no longer offer | ☐ |
Open your profile and count how many services have a real description versus just a title. For most businesses the answer is zero, and filling them in is an afternoon that pays for years.
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