It’s not just about having a website—it’s about what’s on that website. And when Joe talks about content, he’s talking specifically about text.
Search engines like Google rely heavily on your website’s written content to understand what your business is about and who it serves. Customers do too. Thin content—like a homepage with just a few lines or a list of services—won’t build trust or authority.
Key takeaway:
If your homepage or service pages don’t have enough quality text, you’re missing the chance to rank in search results and connect with potential customers.
How Much Content Do You Need?
As a general rule of thumb, Joe recommends at least 500 words on your homepage and on each key service page. More competitive markets may need more, but 500 is a solid baseline for most.
Here’s what that looks like in practice:
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Homepage: Should explain who you are, what you do, and why someone should hire you—all in 500+ words.
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Service Pages: If you offer carpet cleaning, tile cleaning, and upholstery cleaning, each service should have its own dedicated page with 500 words of unique content.
Don’t copy and paste content from other websites (or even from your own). Google rewards unique, original content—and penalizes duplication.
Why “Rankable Pages” Are Essential
If you want to show up in search results when someone searches for “tile cleaning near me,” your website needs a page dedicated to tile cleaning. Not just a mention on your homepage.
Joe calls these rankable pages—service-specific pages that are built to show up in search engines. Each one is a new opportunity to attract a different type of searcher.
“A good website will usually have five to ten pages of unique content,” Joe says. “Not just a homepage and a list of services.”
Pro Tip: Make sure your service pages answer common customer questions, include local keywords, and have a clear call to action.
Don’t Skip the “About Us” Page
Think your About page doesn’t matter? Think again.
It’s typically the second most visited page on a small business website—and both search engines and customers care what it says.
Joe’s advice:
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Write 200–500 words on your About page.
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Focus on your story, your values, and who’s behind the business.
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Don’t just rehash the homepage or list services again.
Google sees this as a trust signal, and customers want to know who they’re inviting into their home or business. A strong About page builds confidence and human connection.
Want to Rank in More Than One City? Create City Pages
Many service-area businesses want to appear in search results in multiple towns or regions—not just where they’re located. That’s where city pages come in.
What are city pages?
These are individual pages built for each city or service area you want to rank in. They target organic search results (not the map pack) and give you a chance to show up when someone searches for “upholstery cleaning in [nearby city].”
Joe’s rules for city pages:
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Each page should have at least 500 words.
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The content must be unique—don’t just duplicate one city page for ten towns.
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Talk about what makes your service relevant to that area—mention landmarks, neighborhoods, or common local problems.
Final Thoughts: Do It Right the First Time
Joe wraps up with some solid advice:
“There’s a lot you can do wrong—and a lot you can do right. But it’s really not that hard. If you do it right the first time, you won’t have to constantly tweak it.”
That’s the key. Take the time upfront to build a content-rich, SEO-friendly site. Structure it the right way with dedicated service and city pages. Write with your customer in mind. And you’ll set yourself up for long-term success.
TL;DR: Website Content Tips from Big West Marketing
Here’s your checklist for building an SEO-ready home service website:
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✅ 500+ words on the homepage
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✅ A separate, unique page for each service you offer
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✅ A fully developed About Us page (200–500 words)
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✅ City pages for each location you want to rank in
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✅ No copy-pasted content—everything should be original
Need help building or optimizing your site? That’s what Joe and the team at Big West Marketing specialize in. They’re here to help small service businesses show up, stand out, and grow.
