The TL;DR: Small-Business owners need to create separate web pages for each of their services to improve UX and SEO.
Recent SEO audits I’ve conducted on small-business websites have revealed a common issue: Instead of creating separate web pages for each service, all services are listed on one long page.
This is bad UX and bad SEO.
Why is a catch-all Services page bad UX?
When users hit a website, they don’t want to think. They want to find what they are looking for immediately. When you use a catch-all web page to promote multiple services, it forces users to read the content to find what they need.
Users HATE READING (unless it’s a news site or blog). If they can’t find the exact answer or approximate answer right away, they are going to immediately leave your website. This will result in no conversions, no leads, and a high bounce rate.
Why is a catch-all Services page bad SEO?
There are a couple reasons why having a catch-all services page is bad SEO.
When your site has a high bounce rate (caused by your bad UX), search engines notice this. They think your website isn’t providing a good experience to users, so they won’t rank you highly in search results.
Additionally, not having a separate page for each service prevents you from optimizing for targeted search terms. You can’t get specific with your on-page optimizations, so you’re forced to optimize for an all-encompassing, general topic that doesn’t capture what you actually offer clients.
Let’s say you’re a plumber. There are many searches that relate to the need for a plumber – “drain snaking service,” “bathroom pipes repair,” “kitchen faucet repair,” etc. Now, if you have a separate page for those services, then you can optimize for three different search terms. But if you have a catch-all services page, you are forced to optimize for a generic, difficult term like “Plumbing Services.”