The services page is the one that loses the most customers without anyone noticing. It's where someone who's already interested goes to check one simple thing: whether you do what they need. And it's exactly there that most businesses dump everything together, in a list of icons, and end up ranking for none of the services they offer.
What the services page is and why it decides so much
It's the page where you explain what you do and what people pay you for. It isn't the «About us» page, which is there so they trust you; the services page comes a step later: the customer already trusts you, now they want to know whether you do their thing, how you do it and what it will cost. It's the page that wins or loses the money, and yet it's the one almost everyone knocks out in ten minutes.
The problem isn't that it's badly written. The problem is how it's built: a single drawer where everything fits.
The mistake of cramming it all into one services page
The picture is nearly always the same. A page titled «Services» with a grid of icons: «Web design · Maintenance · Renovations · Repairs · Emergencies». It looks tidy and feels complete. But that page has three problems at once, and all three cost you customers.
To Google it's one page talking about ten things. And a page that talks about everything talks about nothing: it hasn't got the strength to rank for any of those services when someone searches them one by one. Google's own SEO Starter Guide puts it another way: organise your site by topic, one page for each thing people search for separately.
To the customer it's a menu with no dish. They read «Renovations» on an icon, but can't find what they want to know about renovations: whether you do theirs, how, how long it takes and for how much. A list solves nothing, so off they go to the next one.
And to artificial intelligence you're a blur. When someone asks ChatGPT or Gemini for «a plumber in my area who does boilers», the AI recommends whoever explains themselves clearly. If yours is a list of ten words, it doesn't know what you're good at and looks elsewhere.
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One page per service: why it works better
The fix isn't to write more on the same page. It's to split it: one page per service you genuinely want to sell. Each one talks about a single thing, and that's why the three problems from before flip round and start working in your favour.
You rank for each service, instead of for none
Nobody searches for «services». People search for «replace a boiler in Girona», «bathroom renovation», «inheritance lawyer». Those are different searches, and each one needs its own page to be answered. With one page per service you get one shot at ranking for each thing you do; with everything on one page, you get a single shot, split across ten and weak for all of them.
AI understands what you do and recommends you
AI search engines and assistants read specific, well-explained pages. A page dedicated to one service, with its title, its who-it's-for and its how, is an easy answer to give when someone asks about that service. That's what getting AI to recommend you is about, and it starts right here, in how you've built your services.
The customer lands on the exact page for their thing
Someone looking for a bathroom renovation who lands on your bathroom-renovation page sees, at a glance, that you do exactly that, with photos of real bathrooms and a ballpark price. They don't have to dig through a list or guess. They read their thing, they're convinced, and they write. That's the whole difference between a page that informs and one that brings in customers.
What each service page needs to have
A good service page isn't long, it's specific. As long as it answers, in this order, what brought the visitor in, it already converts:
- The name of the service the way people search for it, in the headline and in the tab title. If people say «fix blinds», don't call it «light-blocking solutions».
- Who it's for and what problem it solves, in the first two lines. So whoever lands recognises themselves right away.
- How you do it: the steps, the timings, what's included and what isn't. That's what takes the fear out of calling.
- The proof: real photos of your work, a couple of cases, a review. This is where it links back to who you are.
- The price or a range, even a «from». Hiding it doesn't raise sales, it just lets time-wasters through; we cover it in showing prices on your website.
- A clear call: a contact or WhatsApp button, visible without scrolling.
If you struggle to fill that in for a service, it's a good sign: it means that one isn't among the ones you should be featuring. To write them without going round in circles, see how to write your website copy.
The general «Services» page isn't redundant: it's the index
Splitting by service doesn't mean dropping the «Services» page. It means changing its job: instead of being the drawer where everything fits, it becomes the index that sorts and sends people to each page. A map: four or five blocks, each with one line and a link to its real page. In web design that's a category page, and it does its job when it hands off fast, not when it tries to tell the whole story on its own. Where it fits among the rest of your pages is covered in the structure of a website.
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How we do it
Our own site is built this way, which is why we preach it: every service has its page. SEO goes on one side, getting recommended by AI on another, and each one tells its own story without stepping on the neighbour. When we work on a client's site we do the same: we sit down, look at what they really sell and why they want more customers coming in, and we give each of those things its own page, written for the person searching and not to look good, which is exactly what Google calls helpful content: made for people, not for the search engine.
On pricing it's clear: Tu Landing is 100 € a month for a single page, which works when you live off one service; and Tu Web is 200 € a month, up to ten pages and one article a month, which is what a business with several services and a page for each needs. Both include domain, hosting, email and maintenance, with the domain in your name, plus VAT and with no lock-in. For a sense of what fits in each size, see how much a website costs.
Where to start
You don't have to redo the whole site at once. Jot down the three or four services you really want more work from, starting with the one you care about most, and give each its own proper page. The rest can wait. With that you already start ranking for each thing you do instead of for none.
If you'd like us to take a look at your services page and tell you what we'd split, write to us through the contact form or on WhatsApp. We'll give you a specific opinion, no speeches and no obligation.