Write pages that answer your customers’ questions

People search for answers, not slogans: “how much does a new boiler cost”, “do you cover Harrogate”, “can I book this week”. This guide helps you collect the questions your customers really ask and turn them into one clear page for each main service, so both customers and search engines can see exactly what you offer. This is the heart of SEO, short for search engine optimisation, which just means helping search engines understand your site.

Before you start

• Access to edit your website, in your site builder or the AI tool that built it.
• Your list of main services, and the towns or areas you cover.
• Your rough prices or price ranges, and a few examples of recent jobs.
• Your email inbox, phone notes, or messages from customers, to find their questions.
• An hour or two for the first page, then less for each one after.

Want to do it yourself?

Difficulty

6 out of 10

Estimated completion time

2–4 hours per service page

Skills you’ll need: Interview your own customers’ questions, edit AI drafts with real expertise, and publish structured pages in your site builder.

I’ll do it myselfI’d rather get help

How this helps your brand

Service pages that answer real questions help visitors decide whether your business fits their needs. Clear area, price, and booking information gives relevant search visitors a practical route to enquire.

1. 1

   Step 1: Collect the questions customers actually ask

   Your best page ideas are already in your inbox. Spend twenty minutes going through recent emails, messages, call notes, and reviews. Write down every question a customer asked before they booked or bought, in their own words.

   Ask your team too. Whoever answers the phone knows which questions come up every week.

   • Price: “How much does it cost?” “Do you charge for a quote?”
   • Area: “Do you cover my town?”
   • Timing: “How soon can you come?” “How long does it take?”
   • Trust: “Are you insured?” “Can I see examples?”
   • Process: “What happens next?” “Do I need to be home?”

   Tip: Type your main service into Google and look at the “People also ask” questions, if they appear. They show what others are searching for, but your own customers’ questions come first.

2. 2

   Step 2: Plan one clear page per main service

   Group the questions by service. Each main service you want customers to find should have its own page, not a single line on a “Services” page. A page about one thing is easier for customers to read and easier for search engines to match to a search.

   If you serve several towns and the service genuinely differs between them, such as different prices, travel times, or local work you’ve done, a page per area can help. If the only difference would be the town name, keep one page and list the areas you cover on it.

   Tip: Don’t create lots of near-identical pages that only swap the town name. Google treats that as low-quality, and customers can tell.

3. 3

   Step 3: Give each page a plain title and headings

   The page title is the line that often shows in search results and on the browser tab. Make it say what the page offers and where, then your business name: “Boiler repair in Leeds | Smith Plumbing”.

   Headings are the bold lines that break up a page. Use them to answer the main questions in order, so someone skimming on a phone finds their answer fast.

   • A main heading that says the service and area in plain words.
   • A short opening paragraph: what you do, for whom, and where.
   • Headings like “What it costs”, “Areas we cover”, “How long it takes”, and “How to book”.
   • A clear button or phone number to get in touch, near the top and again at the end.

   Illustrated exampleFrom a clear search title to an easy-to-scan page

   Example search resultsmithplumbing.example / boiler-repairBoiler repair in Leeds | Smith Plumbing

   Boiler repairs for Leeds homeowners. See our call-out cost, service area and how to arrange a visit.

   1 Service + area + business name

   Example page outlineBoiler repair in Leeds

   We repair domestic boilers for homeowners across Leeds.

   Ask for a repair visitContact action near the top

   1. 2
      What it costsCall-out price and what changes the total
   2. 3
      Areas we coverThe actual towns and neighbourhoods served
   3. 4
      How long it takesTypical visit length and availability
   4. 5
      How to bookWhat to send and what happens next

   A customer can scan the headings and go straight to their question.

4. 4

   Step 4: Let AI draft it, then add your real details

   Use the prompt at the end of this guide to get a first draft from your list of questions. AI is good at structure and plain wording. It doesn’t know your prices, your area, or your work, and it will sometimes invent them.

   Go through the draft line by line. Replace anything vague with real details only you know. This is what makes a page useful, and what makes it different from every other business that used AI to write theirs.

   • Real prices or honest price ranges, and what changes the price.
   • The actual towns and areas you serve.
   • A short example of a recent job, with the customer’s permission if you name them.
   • Anything you do differently, like guarantees, how fast you reply, or qualifications.

   Tip: Delete any claim you can’t back up, like “best in the area” or a statistic the AI made up.

   Illustrated exampleTrade vague claims for details you can check

   Illustrative business details — replace with your own

   AI first draft

   We’re the best plumbers in the area, with affordable prices and a fast service.

   • “Best” needs evidence.
   • “Affordable” gives no price.
   • “Fast” gives no timing.

   ↓

   After checking the facts

   Our boiler repair call-out in Leeds is £85, including the first hour. Parts cost extra; we agree the price before fitting them.

   We normally reply within one working day. Tell us your postcode and the boiler’s make when you contact us.

   A recent jobWe replaced a faulty ignition part in a Headingley home. The visit took 90 minutes.

   Don’t know a fact yet?Keep [ADD DETAIL] in the draft until you can confirm it.

5. 5

   Step 5: Add a short FAQ at the end

   FAQ stands for frequently asked questions. Add four to six of the questions you collected that the page hasn’t already answered, each with a direct answer of two or three sentences.

   Write the questions the way customers say them, and start each answer with the answer itself: “Yes, we cover Harrogate and the villages around it.”

6. 6

   Step 6: Update your pages as you learn

   A page is never finished. When a new question comes up more than once, add it. When prices change, update them straight away. Out-of-date information costs you trust and wasted calls.

   Set a reminder every three months to read each service page as if you were a customer. Check prices, areas, photos, and contact details are still right.

Please help me write a clear web page for one of my services. It should answer the questions customers really ask, in plain English. I’m not technical.

My business: [your business name and what you do, in one sentence]
The service for this page: [the service, in the words customers use]
Where I offer it: [the towns or areas you cover]
Rough prices: [prices or price ranges, and what changes them]
How long it usually takes: [typical timings]
A recent example: [a short description of a real job]
Questions customers ask about this service:
[paste your list of questions, one per line]

Please write:
1. A page title under 60 characters that says the service and area, ending with my business name.
2. A main heading and a short opening paragraph.
3. Sections with plain headings that answer the questions above, in a sensible order.
4. A short FAQ at the end with four to six questions and direct answers.

Use only the details I’ve given. Where you need something I haven’t told you, write [ADD DETAIL] instead of guessing. Don’t invent prices, statistics, reviews, or claims like “best in the area”. Keep sentences short.