How to write a service page that ranks in Ireland (with a template)

Why one page per service

Search results point to individual pages, not whole websites. When someone searches “boiler service Galway”, Google looks for the single page that best answers that search. A “Services” page listing twelve things in a line each is a weak answer to all twelve searches. So it usually ranks for none of them.

A page for each service fixes that. Each one can answer its search properly, with the detail a customer wants before they ring. You can link each service on your Google Business Profile to its own page. And if you ever run Google Ads, you already have a landing page for every service.

Google’s advice is to write for people first. It even says there’s no preferred word count. So the aim isn’t a page stuffed with keywords. It’s the page your best salesperson would write if they could answer every question before the phone rings.

What every service page needs

• A heading that says the service and the place“Boiler servicing in Galway”, not “Welcome” or “Quality you can trust”.
• The problem, in your customer’s wordsOpen with what they’re dealing with and how you fix it. Use the words they use on the phone, not trade jargon.
• What’s includedThe steps of the job, so people know what they’re paying for and Google knows what the page is about.
• A price guideA typical range or what affects the price. It’s the first question most people ring with.
• The areas you actually coverReal towns, matching the service areas on your Google Business Profile.
• ProofPhotos of your own jobs, your registrations and insurance, and your Google rating. Stock photos prove nothing.
• Answers to the questions you get askedFour to six, in plain language. They help customers decide and help Google understand the page.
• One clear next stepA phone number that rings with one tap on a phone, a short form, and how quickly you reply.

The details Irish customers check before they ring

Templates written for American sites miss what Irish customers look for: your registration, a price in euro, any SEAI grant, and the towns you really cover. Our own checks show most Irish businesses leave them out too.

• Your registration, in textCustomers check before they let you in. Show your Safe Electric registration, your RGI number for gas or your OFTEC registration for oil in the text of the page and in your page description, not only as a logo. See how to rank as an electrician in Cork.
• A price in euroWhen we opened the websites of the top three for “boiler service” in 14 Irish towns, only 3 of the 24 that loaded showed a price. A “from” price, or what changes the price, already puts you ahead of most. Say whether VAT is included. See how to get more boiler service customers.
• Any SEAI grantIf your work qualifies for an SEAI grant, like solar panels, heat pumps or insulation, say so on the page. If you handle the paperwork, say that too.
• The towns you really coverPeople search with the town, like “boiler service Kilkenny” or “electrician Ballincollig”. Name the towns you really work in, matching your Google Business Profile. Don’t paste a block of every townland: Google’s spam policies treat lists of cities and regions as keyword stuffing.
• Irish words, not American onesWrite “boiler service”, “immersion”, “end of tenancy clean” and “quote”, the way your customers say them. American templates say “furnace tune-up”, “water heater” and “move-out cleaning”.

Checks made on Google, signed out, on 25 October 2026.

Copy this template

Fill in the brackets with your own details. Leave out anything that isn’t true for your business.

[Service] in [town or county]

Intro, 2 to 3 sentences
Who you help, the problem you fix and where. Say the service and the place naturally, once.

What's included
- [Step or item 1]
- [Step or item 2]
- [Step or item 3]

How it works
[How they contact you] > [Visit or quote] > [The job] > [Aftercare or guarantee]

Prices
[A typical range, or the things that change the price]

Areas we cover
[The towns you really work in]

Why choose us
[Registrations, insurance, years in business, guarantees]

Photos
[3 to 6 photos of your own jobs, each with a one-line caption]

Questions customers ask
[4 to 6 questions you get asked on the phone, with straight answers]

Get in touch
[Tappable phone number] [Short quote form] [How quickly you reply]

Title (about 60 characters):
[Service] in [Town] | [Business name]

Description (about 150 characters):
[Service] for homes and businesses in [Town] and [nearby areas]. [One real detail, e.g. registered, insured, same-week visits]. Call or get a quote online.

A worked example: boiler servicing in Galway

How the template comes out for one trade. The details are an example; yours should be your own.

How long should a service page be?

Long enough to answer what a customer would ask before ringing you, and no longer. Google says plainly that it doesn’t have a preferred word count, so padding a page to hit a number doesn’t help.

In practice, covering the points above properly takes a few hundred words at least. Most good service pages land somewhere between 500 and 1,000 words, plus photos. A simple job needs less than a complicated one.

Mistakes that stop service pages ranking

• Two pages chasing the same search“Plumber Cork” and “Plumbing services Cork” pages saying the same thing compete with each other. Google picks one, and not always the one you want. Merge them and redirect the other.
• Town pages with only the name swappedGoogle’s spam policies name “pages targeted at specific regions or cities that funnel users to one page” as doorway abuse. One page per town is fine when each has something real to say about that town.
• Writing for Google instead of peopleRepeating “emergency plumber Cork” in every sentence reads badly and doesn’t help you rank.
• Stock photos and no proofCustomers can tell. Your own photos, even from a phone, do more.
• Pages nobody can findA service page that isn’t in your menu or linked from your homepage gets little attention from visitors or Google.
• No easy way to get in touchA phone number in an image or a long form that doesn’t work on a phone wastes the visit you worked to get.

Want it done for you?

Writing service pages that rank is the core of our SEO content service. Pages for the towns you cover are part of our local SEO work. Every SEO plan includes both, from 4 service pages and 3 location pages on the €250 plan. More on getting your site right in our website SEO guides.

Questions people ask

Something else on your mind? Email info@leadsireland.com.