One page per service, and per area you serve

Why it matters

Many small business websites have one page called "Our services" that lists everything in a single paragraph: "accounting, tax, payroll and company formation". A customer never asks about all four at once. They ask one question: "Who can set up my company in Luxembourg in English?" or "How much does payroll cost for five employees?" A page that covers everything in one line answers none of those questions well.

An assistant can only repeat what it finds written down. Google says its AI Overviews and AI Mode may run several related searches across subtopics to build one answer. A page about one service, with its price range, languages and process, gives those searches something specific to find. A list of four words does not.

Illustration with a fictional business.

Reference

Which pages you need

Before you start

Have these ready

• Everything you sell, as you would list it on an invoice.
• Your fact sheet from Guide 04, so prices, languages and addresses match what you publish elsewhere.
• Your last 20 or so customer emails and call notes. Guide 06, step 2, shows how to collect the questions.
• A login to your website editor (WordPress, Webflow, Wix) or your developer's contact.

Steps

Add the missing service pages

1. List your services and mark the missing pages

   Write every service in one column. In the next column, write the address of the page that covers it on its own. Where there is none, or only one line on a shared page, mark it "missing".

   A service deserves its own page when customers ask for it by name, or when it has its own price, its own process or its own type of customer. Payroll and company formation are different services. "Payroll for 1 to 5 employees" and "payroll for 6 to 10 employees" are not: put both on the payroll page.

2. Start with the services that bring in work

   Order the missing pages by how often customers ask for the service and how much it is worth to you. Write two or three pages first, publish them, then continue. One good page is more useful than ten thin ones.

3. Open each page with a one-sentence definition

   The first sentence says what the service is, for whom, where, in which languages and in what price range. A reader who stops after one sentence should know whether you are the right firm.

   Version	First sentence of the payroll page
   Before	We offer tailored solutions for all your payroll needs.
   After	Fiduciaire Veldrin runs monthly payroll for Luxembourg companies with 1 to 50 employees, in French, German or English, from €25 per payslip.

   Example with a fictional business.

   If your price depends on the job, say what it depends on: "from €25 per payslip, depending on the number of employees and benefits in kind" is useful. Guide 27 covers the price options.

4. Answer real customer questions, one heading each

   Under the definition, use the questions customers asked about this service as headings, in their words, and answer each in the first sentence below it. Google's guidance asks whether a page gives a substantial, complete description of its topic: these answers are where yours does.

   Write what you actually know from doing the work: how long it takes, what the customer must send you, what often goes wrong. Google lists "mainly summarizing what others have to say without adding much value" as a warning sign.

5. End with how to book

   Close each page with one clear next step: who to contact, by phone or email, what to send, and how quickly you reply. Put it as text on the page, not only inside a form.

6. Link every service page

   Link each new page from your services overview and your menu. Google lists internal links among the basics for its AI features, and its starter guide explains that link text tells readers and Google what the linked page is about. Use the service name, "Payroll for small companies", not "Read more".

   Give each page a short address with words in it, such as /services/payroll. Google's starter guide says a URL made only of random identifiers is less helpful to people.

Template

Service page template

Copy this into Word or Google Docs and fill it in for each missing service before you touch your website. The example shows a fictional fiduciary; replace everything with your own facts.

ADDRESS  /services/vat-returns

[H1] VAT returns for small companies in Luxembourg

Fiduciaire Veldrin prepares and files monthly, quarterly and annual
VAT returns for Luxembourg companies and sole traders, in French,
German, English or Luxembourgish, from €90 per quarterly return.

FACTS
- For:        companies and sole traders registered for VAT in Luxembourg
- Languages:  French, German, English, Luxembourgish
- Price:      from €90 per quarterly return, depending on the
              number of invoices
- What we need from you: sales and purchase invoices for the period
- Office:     Strassen, appointments by video call too

[H2] Can you take over my VAT returns from another fiduciary?
Yes. We ask for your last two returns and your VAT number, and
we can take over from the next period.

[H2] How often do I have to file a VAT return?
<Your answer, from your experience with clients like this.>

[H2] What happens if I send you my invoices late?
<Your answer, including your real deadline.>

(3 to 6 questions in total, in your customers' words)

HOW TO BOOK
Call <phone> or email <email> with your company name and how
many invoices you have per month. We reply within one working day.

RELATED SERVICES
Bookkeeping · Payroll · Company formation
Last updated: <date>

Template with a fictional business. Fiduciaire Veldrin, its prices and its office are invented.

Do not copy the answers into your page as they are. The questions whose answers are in angle brackets need your own facts: for VAT rules, check the official source or your own records, not this template.

Area pages

Pages for the areas you serve, with care

Many businesses are tempted to create one page per town: "Fiduciary in Strassen", "Fiduciary in Bertrange", "Fiduciary in Mamer", each with the same text and a different town name. Google's spam policies call this doorway abuse: sites or pages created to rank for specific, similar searches. Its examples include pages aimed at specific regions or cities that funnel visitors to one page, and substantially similar pages that sit closer to search results than to a clearly organised website. Pages like these can lower how your website appears in Google, and they add nothing a customer can use.

/fiduciary-strassen
Looking for a fiduciary in Strassen? Fiduciaire Veldrin offers
bookkeeping, VAT and payroll to businesses in Strassen.
/fiduciary-bertrange
Looking for a fiduciary in Bertrange? Fiduciaire Veldrin offers
bookkeeping, VAT and payroll to businesses in Bertrange.
/fiduciary-mamer
Looking for a fiduciary in Mamer? ...

Example with a fictional business.

1. Write down what is different in that area

   Before you create an area page, list three facts that are true only for that area. Real differences include an office with its own address and opening hours, the people who work there, parking or access, a service you offer only there, or the language most of your customers there speak.

2. No real differences? Name the areas on the service page instead

   If you cannot find three, do not create the page. Add one line to each service page: "We work with businesses across Luxembourg, by video call or at our office in Strassen." That tells customers and assistants where you work without a page per town.

3. Real differences? Build one page per office or area

   If Fiduciaire Veldrin opened a second office in Ettelbruck, a page for it would have real facts: its address, hours, the team, the services offered there, and how to book. Link it from your contact page and your services overview, so it sits in your website's structure and not only in search results.

Check it worked

Confirm each page stands on its own

Open each new page on your phone in a private browser window. Read only the first sentence and ask: does it say what, for whom, where, which languages and what price range? Then send the page to someone who does not know your business and ask them how they would book.

Compare your area pages, if you have any, side by side. If you could swap the town names and nothing else would be wrong, merge them into one page.

A few weeks after publishing, repeat the questions from your scorecard in Guide 01. Assistants and search engines update on their own schedule, so a change may take time to show, or may not show.

Common mistakes

What usually goes wrong

• Town pages with the name swapped. Google's spam policies name city pages that funnel visitors to one page as doorway abuse. Merge them or give each one real facts.
• Pages generated in bulk. Google's spam policies also name scaled content abuse, many pages produced mainly to rank, including with AI tools, that add no value. Write each page yourself, from real customer questions.
• One page per keyword. "Payroll", "salary processing" and "payslips" are the same service. Google's starter guide notes that its language matching understands different wordings, so one page is enough.
• Pages nobody can reach. A new page that is not in your menu or services overview is hard for people and search engines to find.
• Different facts on different pages. The payroll page says €25 per payslip, the overview says €20. Take every number from your fact sheet.