As we enter a new year of digital marketing and move further into the frenzy of AI advancements, one thing isn’t changing—the value of high-quality content and how it affects SEO. And when it comes to service page content writing, that value cannot be overstated.
Publishing the right type of content (at the right time and in the proper format) makes a substantial difference in your customer’s journey, as well as to search engine algorithms and AI large language models (LLMs). Today we’re diving into when to write service pages versus blog posts.
What’s the Difference Between Service Pages and Blog Posts?
Service pages and blog posts both play a role in introducing your business and services to potential new customers, clients, patients or patrons. But there are differences between them, and specific times when and why it’s appropriate to write a blog post instead of a service page.
While your website will contain plenty of both, the core difference comes down to how each plays different roles based on the consumer’s search intent. You’ll write a service page when you’re focused on conversions. These pages explain what you offer, how it meets consumer needs, and ask for the sale directly. Your goal is to capture customers who are close to making a purchase.
Blog posts are part of the long game of courting the customer and giving them what they need to make an informed decision about you. Data in blogs, whether immediately helpful or not, gives them a reason to trust your brand. Let’s look at additional reasons to write service-centered content over writing a blog post.
When Are Writing Service Pages Better Than Blog Posts?
When we say that blog posts establish trust, that doesn’t mean that service pages do not. Both build trust and demonstrate your experience, expertise and authority, meeting Google’s EEAT framework. Pages and posts work in conjunction to make it happen. Below are times to specifically write service pages to capture your audience.
Write Service Pages to Attract Leads & Close Sales
As mentioned above, service pages are a valuable part of your website because they are high-conversion machines. A well-written service page gives customers information they need to understand how what you do helps them “now.”
High-intent searchers, consumers looking to make a purchase or find a service for imminent use, need service pages to get to the right place. Think about someone searching Google for “emergency dental services on the weekend.” That person needs a service page that quickly and clearly lays out the following.
- The services the dentist provides.
- Where the office is located.
- Open hours.
- Phone number.
- Insurance they accept, etc.
Data points like this provide a clear path to get that patient in the dentist’s chair soon. A wrap-up at the bottom of the page should provide the phone number or link to a contact form for action.
How Service Pages Explain Your Business Offerings
Service pages describe the specific service, what a client or customer should expect, and what sets your business apart from your competition. This is your chance to briefly define how your service shines, how it helps people, and what outcomes they can expect—think action.
Service Pages Are Important for On-Page SEO
Content is only one part of an integrated SEO strategy. There are technical and off-page aspects to consider, as well as on-page SEO elements to be implemented. Service pages are evergreen, meaning their content doesn’t change often, and it is consistently relevant.
Service pages are great for touching local audiences and targeting industry-specific keywords. This gets the right eyes on your website plus establishes authority in Google Maps, the Local Pack, Knowledge Panel, and answer engines like ChatGPT. Additionally, these are good base pages for internal linking from blogs and other pages to keep people engaged with your site. More time on the page, with an intuitive structure, can lead to more conversions.
How Do Service Pages and Blogs Work Together?
While we’ve focused our attention on service pages today, blog posts work together with service pages to present a unified picture of your business to the world. Both provide needed elements for people and robots engaging with your content and site components.
Both service pages and blog posts give you the opportunity to draw in customers. Blogs are supportive, helping you generate leads and fill your funnel, while service pages provide information about your business. Each grabs the attention of search engines and answer engines, getting you to appear in more keyword searches and populate your content in generative AI. Solid content in various formats continues to be key.
Get Quality Content Writing for Your Business Today
Rocks Digital knows it takes a balance of quality content writing to help your business stand out from your competition and lead customers right to you. Whether it’s service pages, blog posts or rewriting your whole website, our team takes care of your content and SEO services. To find out more, request a website evaluation or call us at (214) 989-7549.
