What does an assistant look for on a service page?
The facts a careful buyer would check. When an assistant shortlists businesses, it visits their service pages and pulls out what it needs to compare them.
- What the service is, named plainly.
- Who it's for: the type and size of customer.
- How fast: a typical turnaround or start date.
- Price: a "from" price or a clear price signal.
- Where: your location and the areas you cover.
- Proof: results with timeframes, named clients, reviews or press.
- How to start: a phone number, a form or a booking link.
How should a service page for AI search be structured?
Answer first, detail after. The opening sentences carry the facts; the rest of the page proves them. This is the order we use on every service page we write.
- An H1 that names the service and, where it fits, the place: "Web design in Melton Mowbray", not "Digital experiences".
- A summary of two or three sentences with the what, who for, how fast, price signal and where.
- An at-a-glance list of the same facts, for anyone scanning.
- What's included, and what isn't, as a list.
- The process, as numbered steps with rough timings.
- Proof: specific results with a timeframe, and named clients you have permission to name.
- FAQs: the real questions buyers ask, each answered in one or two sentences.
- A clear next step, repeated at the end.
What does a quotable sentence look like?
Specific, complete and true on its own. If an assistant can lift it into an answer without changing a word, it's doing its job.
Compare two openings. Weak: "We craft bespoke digital experiences that help ambitious brands grow." Strong: "Websites from £499 + VAT, live in 5 days on average, for small businesses across Leicestershire." The first says nothing an assistant can compare. The second gives it a price, a timeline, a customer and a place.
Read each sentence on your page and ask: could this appear in an answer with my name next to it? If not, rewrite it or cut it.
Should a service page show prices?
Yes, wherever you can. "Contact us for a quote" gives an assistant nothing to compare, so it may name a business that does give a figure.
You don't need a full price list. A "from" price, a typical range of what drives the cost, or a clear statement such as "fixed price agreed before we start" all help. Our guide to publishing prices for AI search goes further.
How many services should go on one page?
One. A page that covers web design, SEO and branding in one go answers none of them clearly.
Give each service its own page, with its own facts, process and FAQs, and link them together. If you serve several areas and have real local substance for each, local pages can follow. If you don't, one page that lists the areas you cover is more honest and works as well.
What technical basics does the page need?
Five, and they're quick to check.
- Key copy in the static HTML, readable with JavaScript turned off.
- Nothing important hidden in images, PDFs, sliders or tabs.
- Service, FAQPage and BreadcrumbList schema that match the words on the page.
- A unique title and meta description that name the service.
- Crawlers allowed in robots.txt, including the search crawlers AI assistants use.
How do you rewrite an existing service page?
Start with the facts, not the words. Write down the seven facts above for the service, fill any gaps with the team, then rebuild the page around them in the order shown.
Keep anything specific and true from the old page: real examples, client names, process detail. Cut anything an assistant couldn't quote. Most rewrites end up shorter at the top and more detailed underneath.