How to Write a Town Page

What a town page is

A town page is a single page on the website written for one town the business actually serves, with the trade and the town in the title and real work from that town on the page. It exists because homeowners search the trade plus their town. A website with one “we serve the greater Toledo area” paragraph gives Google nothing to match against Perrysburg, Maumee, Sylvania, Holland, Waterville, or Bowling Green, and ten short pages beat one long paragraph.

What goes on it

• The title: the trade and the town, in plain words. “Furnace Repair in Perrysburg, Ohio” and nothing cleverer.
• The first two lines: that the business serves that town, from where, and how long the drive usually takes.
• The services offered there. If a service is not offered in that town, leave it off the page.
• Two or three real jobs done in that town, each a sentence or two: the neighborhood or the street, not the address, what the problem was, and what was done. These are the lines nobody else can write.
• One photo from a job in that town, with the truck in it if possible.
• Reviews from customers in that town, quoted, if there are any.
• The phone number, tappable, near the top and again at the bottom.
• A map or a plain list of the neighborhoods and nearby villages covered.

What stays off it

• The same page as the other towns with the name swapped. Google recognizes it, homeowners recognize it, and it does the opposite of what the page is for.
• Company history, mission, and awards. Those live on the about page.
• Towns the shop does not actually drive to. A page for a town the crew will not serve produces calls it has to turn down.

Which towns first

Pull the last twenty jobs from the cost-of-marketing worksheet and count by town. The three towns with the most jobs get pages first. Those pages have the most real work to put on them and the most searches waiting, and after them comes the town the shop wants more of. A shop in Holland usually ends up with eight to twelve pages, written one at a time, one every two weeks in the slow season.

Keeping it alive

A town page written once and left alone slowly reads like every other page on the internet. Add one job to it each season and swap the photo once a year. Check that the phone number on it still matches the listing and the truck, and that is the whole maintenance.