How to Create Location-Based Service Pages for Better SEO & Local Rankings

Most contractors build their website completely wrong.

They throw up a single page listing every service they offer and every location they serve—like this:

“We do painting, drywall repair, wallpaper removal, and more! Serving Springfield, Shelbyville, Ogdenville, and North Haverbrook.”

That’s it. That’s their whole site. And they wonder why they don’t rank on Google, why they’re not getting calls, and why their competitors are eating their lunch.

Here’s the problem: Google doesn’t know where to rank you.

If you offer six services and work in ten cities, but all of that info is crammed onto one page, Google sees… a mess. No clear focus. No strong local signals. No reason to rank you over someone who actually put in the work.

Instead of one catch-all page, you need a dedicated page for each service in each city.

If you’re a painting company that offers:

• Residential Painting
• Drywall Repair
• Wallpaper Removal
• Kitchen Cabinet Painting
• Fence & Deck Staining
• Garage Floor Painting

And you serve 10 different cities nearby…

You don’t need one page. You need 60.

A page for Residential Painting in Springfield. Another for Residential Painting in Shelbyville. Another for Residential Painting in Ogdenville. And so on. Do the same for every service in every location.

Sounds like a lot? It is. But it’s also how you win.

Every webpage is designed as a laser-focused SEO asset built to own that local search term. When someone in Springfield searches “garage floor painting near me,” you have a dedicated page for that. Not some vague all-in-one page that barely mentions it.

This is how the best contractors dominate search results, while everyone else sits around wondering why their “Services” page isn’t ranking.

Let’s break down exactly how to do this the right way. 🚀

When people search for services, they almost always include a location—“roofing contractor in Dallas” or “bathroom remodeling in Austin.” If you don’t have dedicated service pages for each area, you’re missing out on a huge opportunity to rank for these high-intent searches.

Here’s why location-based service pages are a game-changer for your SEO:

Google prioritizes businesses that have highly relevant content for a specific location. If your website includes a “Kitchen Remodeling in Fort Worth” page, you’re more likely to rank when homeowners in Fort Worth search for that service.

A single “Services” page listing multiple cities isn’t enough. Google prefers separate, well-structured pages that clearly define where you work. This increases your chances of showing up in Google’s Local Pack and organic search results.

Users searching for services in a specific city want to see results tailored to their area. A dedicated page for each city reassures customers that you serve their location and makes your business more relevant to their needs.

Customers feel more confident hiring a contractor who has a strong presence in their city. Location-based pages allow you to showcase local projects, testimonials, and service details, proving that you’re the go-to expert in their area.

By setting up these pages correctly, you not only improve rankings and visibility but also increase conversions by making it easier for potential customers to find and trust your business.

If you want your location-based service pages to rank well in search results, they need to be more than just duplicates with a city name swapped out. Google rewards high-quality, unique content that is tailored to each location. Here’s how to build a strong page structure that gets results:

Your page title and H1 should include both the service and location in a natural way. Example:

• Title: Expert Kitchen Remodeling in Fort Worth | [Your Business Name]
• H1: Fort Worth’s Trusted Kitchen Remodeling Contractors

Many contractors make the mistake of copying the same service description across multiple location pages, just swapping out the city name. Google sees this as duplicate content and may not rank your pages.

Instead, customize each page with:

• A short intro about your services in that specific area
• Local references (“We’ve helped homeowners in Fort Worth upgrade their kitchens with modern, energy-efficient designs.”)
• Any area-specific regulations or challenges

Each page should clearly explain the service offered with relevant local keywords. Example for a roofing contractor:

“Our Fort Worth roofing experts specialize in asphalt shingle installation, roof repairs, and metal roofing solutions to withstand Texas weather.”

This naturally includes both the service and location, making it more SEO-friendly.

Include a Google Maps embed showing your service area or business location. Also, ensure your NAP (Name, Address, and Phone Number) is consistent across your website, Google Business Profile, and directories.

Showcase reviews from customers in that city to build trust. Bonus points if you include photos of completed projects in that area. Example:

“John D. from Fort Worth said: ‘Their team was fast, professional, and the quality of work was outstanding. Our new roof looks amazing!’”

Now, make sure you add schema markup to each webpage!

Adding LocalBusiness schema and Service schema helps search engines understand your business and improve how your pages appear in search results. This can include:

• Business name, address, and phone
• Services offered
• Reviews
• Service areas

By structuring your pages correctly, you’ll rank higher, attract more leads, and convert more local customers. Next, we’ll look at how to scale this process efficiently using ACF templates.

If you’re creating multiple location-based service pages, manually writing each one can be time-consuming and lead to inconsistent formatting. This is where Advanced Custom Fields (ACF) comes in—it allows you to dynamically generate pages while keeping the content unique and structured for SEO.

ACF is a WordPress plugin that lets you create custom fields for posts and pages. Instead of manually typing out content for each location, ACF lets you:

• Insert dynamic fields for city names, service types, pricing, and descriptions
• Use a single page template that pulls data from ACF fields
• Quickly generate multiple pages without repetitive copy-pasting

To create a scalable template, you’ll need to set up custom fields in ACF. Here’s what you’ll want to include:

• City Name (Text Field) – e.g., Fort Worth, TX
• Service Type (Dropdown or Text Field) – e.g., Roof Installation, Drywall Repair
• Custom Service Description (Textarea Field) – A short, unique blurb for each service
• Customer Testimonials (Repeater Field) – Localized reviews to improve credibility
• Featured Image (Image Field) – A relevant image for each location

Once you’ve created the custom fields, the next step is building a page template that pulls data from ACF fields dynamically.

1. Create a new WordPress template (or edit an existing one).
2. Insert ACF fields using shortcodes or PHP functions, like:
   <h1>Expert Painter in <?php the_field('city_name'); ?></h1>
3. Style the template to maintain a consistent look across all pages.
4. Use SEO-friendly URLs (e.g., yourwebsite.com/fort-worth-roofing/).

With ACF and a dynamic template, you can:

• Easily generate dozens of pages without manually creating each one
• Ensure consistency while keeping content unique for each location
• Speed up the process and avoid duplicate content issues

By using ACF-powered templates, you can scale your website efficiently while optimizing for local SEO.

When creating templated location-based service pages, efficiency is key. Instead of manually building each page from scratch, you can streamline the process by using reusable content blocks for common sections. This approach ensures consistency, saves time, and maintains a polished, professional look across all pages.

Certain sections appear on nearly every service page—like FAQs, testimonials, and contact forms. Instead of rewriting or rebuilding these each time, create reusable blocks that can be quickly inserted wherever needed.

• FAQs: Compile a master list of frequently asked questions related to your services. Then, use a shortcode or block to dynamically display them based on the service or location.
• Testimonials: Set up a rotating testimonial slider that pulls from a global collection of customer reviews, automatically showing relevant ones for each service area.
• Contact Forms: Instead of duplicating forms, use a single form with dynamic fields that auto-fill the location based on the page the visitor is on.

WordPress offers a feature called Patterns, which lets you design and save content layouts that can be reused across multiple pages. This is a game-changer for location-based pages because:

• You can standardize layouts for service descriptions, pricing tables, and calls to action.
• If you need to update a pattern, it automatically updates across all pages using it.
• You maintain a professional, on-brand look without the risk of inconsistencies.

To create a pattern in WordPress:

1. Design a section using the block editor.
2. Click the three-dot menu and select Create Pattern.
3. Save it as either a synced (global) or unsynced pattern, depending on whether you want changes to apply everywhere.
4. Insert the pattern into any new service pages with just a click.

By leveraging reusable patterns and dynamic content blocks, you eliminate repetitive work while keeping everything visually and structurally aligned. This means:

• Faster page creation for new service areas.
• Less room for human error (no more mismatched fonts, layouts, or missing elements).
• A seamless, user-friendly experience for potential customers, no matter which location page they land on.

Instead of reinventing the wheel with each new page, invest in a solid, scalable system that keeps your website looking sharp while saving you time.

Once you’ve built your templated location-based service pages, the next step is to optimize them for search engines and user engagement. A well-optimized page not only ranks better but also converts more visitors into customers. Here’s how to do it:

A common mistake with location pages is using the same generic text across multiple locations, swapping out only the city name. Search engines recognize this as duplicate content, which can hurt rankings. Instead:

• Write distinct descriptions for each service area, mentioning local details like neighborhoods, landmarks, or regional considerations.
• Use customer stories or project examples from the area to add authenticity and uniqueness.
• Avoid generic filler—make sure each page offers real value, not just a keyword-stuffed variation of another page.

Internal linking helps both users and search engines navigate your site more effectively.

• Link between nearby service areas (e.g., “We also serve [neighboring city]”).
• Add a central “Service Areas” page that lists all locations and links to each individual page.
• Use related service pages to create natural connections (e.g., a “Concrete Work in Dallas” page linking to “Driveway Repair in Dallas”).

This strengthens your site’s structure and improves SEO by helping search engines understand the relationships between your pages.

Google Maps embeds add credibility and local relevance to your pages. When users see a map, they immediately recognize that you’re a real business serving their area.

• Embed a map showing your service area or office location.
• Use schema markup for local business information, helping Google associate your business with the location.
• If you have multiple locations, consider embedding a dynamic map that highlights all service areas.

Every location page should include a strong call to action (CTA) that makes it easy for potential customers to contact you.

• Display a local phone number instead of a generic 800 number—this builds trust and signals to search engines that you’re truly local.
• Include a prominent “Call Now” button on mobile versions for easy one-tap dialing.
• Consider adding location-specific offers to entice conversions (e.g., “Call today for a free quote on roofing services in Chicago!”).

Optimizing location-based pages isn’t just about ranking—it’s about making it as easy as possible for potential customers to find you and take action.

Location-based service pages are a game-changer for contractors looking to attract more local customers. They help your business show up in search results, provide valuable information to potential clients, and create a seamless user experience that drives conversions.

By structuring these pages the right way—using unique content, internal linking, Google Maps, and strong CTAs—you can set your business apart from the competition and dominate your local market.

Now’s the time to start building them the right way. Whether you’re a small contractor or a growing home service business, having well-optimized location pages will help you get more leads, book more jobs, and grow your business.

Need help setting up location-based service pages for your business? Contact us today, and let’s build a strategy that gets you results!