Content Brief Template for Local Service Pages

This is a reusable content brief template for local service pages. A service page describes what a business does; the brief ensures it is written for the right audience and intent. See Local Content Strategy for the strategic context and the Local Content Brief Checklist for the full checklist.

Service page brief template

1. 1Service name and target query

   State the service name and the primary target query (e.g., 'drain cleaning' + 'emergency drain cleaning [city]').

2. 2Target reader and intent

   Define who needs this service and what they are searching for (e.g., a homeowner with a clogged drain, commercial intent).

3. 3Key sections

   Outline: what the service is, who it is for, the process, pricing approach, service area, FAQ, and CTA.

4. 4Differentiators

   List what makes this service distinct (speed, certification, warranty, availability).

5. 5Internal links

   Link to the location page, the category cornerstone, and related service pages.

6. 6Schema

   Specify Service or LocalBusiness schema with service type, area served, and provider.

7. 7CTA

   Specify the primary CTA (call, form, book) and its placement.

Worked example

For a plumbing service page: target query 'emergency plumber [city]'; reader is a homeowner with an urgent leak; key sections cover what counts as an emergency, response time, the process, service area, and FAQ; differentiators are 24/7 availability and licensed technicians; CTA is 'Call now.'