Method / Services
How we write service pages.
A service page is a decision tool: what we do, what it costs, and who should hire someone else.
What must every service page include?
- Direct answer — 40–60 words a model can lift without the rest of the page.
- Who should skip this — explicit refusals (no guarantees, no page-count vanity, no work without measurement).
- Question-shaped sections — headings match the queries buyers ask.
- Defensible pricing — figures that match the live pricing page; a price change is a content change.
- FAQ + single JSON-LD graph — validated at build time; no supplier ratings markup.
How do we decide what to refuse?
We refuse guaranteed rankings, guaranteed AI citations, and programmes that only produce thin near-duplicate pages. We also refuse to stamp “we may earn a commission” on links when no affiliate partnership exists — placeholder disclosure is misleading advertising.
What sources do service claims rely on?
Platform documentation (Google Search Central, Bing Webmaster), our published prices, named case studies with permission, and primary regulators where relevant (e.g. Charity Commission for charity services, ASA/CAP for aesthetics). Official URLs are canonicalised by a build gate.