Guide: Search & Website Basics for Local Service Businesses
How people really search for local services
When someone needs a plumber, HVAC tech, or dentist, they usually search in one of a few ways:
- "[Service] near me" — "plumber near me," "emergency dentist near me"
- "[Service] [city/area]" — "AC repair Austin," "family dentist Oakville"
- "[Specific problem] [location]" — "water heater leaking Toronto," "same day crown Chicago"
Your website needs pages that match these search patterns—not just a homepage and a generic "services" page.
What a healthy local site structure looks like
A well-structured local service website typically includes:
- Home: Clear statement of what you do and where you serve
- Primary service pages: One page per major service (not everything crammed onto one page)
- Service + location pages: For businesses serving multiple areas, pages like "AC Repair in [City]"
- About: Who you are, your credentials, why customers should trust you
- Contact: Easy-to-find phone number, form, address, hours
- FAQ: Common questions your customers ask (great for search visibility)
Common mistakes
- Overdesigned but unclear: Fancy animations and stock photos, but visitors can't figure out what you actually do or how to contact you
- No local signals: No mention of the cities/areas you serve, no Google Business Profile, no reviews
- No trust elements: No photos of real work, no testimonials, no licenses or certifications displayed
- Buried contact info: Phone number hidden in the footer, no clear call to action
Simple self-checklist
Review your own site against these basics:
- Does your homepage clearly state what you do and where?
- Do you have separate pages for your main services?
- Is your phone number visible on every page?
- Do you mention the specific cities/areas you serve?
- Do you have any reviews or testimonials displayed?
- Does your site load quickly on mobile?
- Is there a clear call to action (call, book, get quote) on every page?