SektorCepte · 2026-10-26
The First Paragraph of a Service Page
The first paragraph should not welcome people to the firm. It should name the job, the state you found, and what you hand back.
A person who opens a service page did not come to meet you. A tap is dripping, paint has blistered, or a breaker trips every evening. The mistake is to fill the first paragraph with a welcome to the firm and a claim about years of experience. The fix is to build that paragraph from the name of the job, the state you found, and the result you leave behind. The customer wants to read what will happen in their own home, not the year you registered the shop. The paragraph can be longer than the short line under a search result; it sits on the page and can be read without scrolling. Write it the way you already explain the job on the phone.
1. Name the job in the first sentence
Someone who typed bathroom plumbing into the search box wants to see the name of their own trouble first; a line about quality solutions hides that name and pushes the reader to the next heading. The first sentence should say the work in plain words: the old pipe comes out, a new line goes in, the cistern is replaced, and the opened part of the wall is closed once the water is on. A single dripping tap and a cistern that will not shut are not the same visit; the next sentence should say which one you came for, so the customer does not call about the wrong job.
2. Do not hide the state you found
Many pages describe the result and skip the room as it was when you walked in, so the customer cannot ask for a price without knowing whether you will strip blistered paint or damp plaster, and they ask the same question again on the phone. Let one sentence in the first paragraph carry that state: the back of the tile was wet, the pipe clip had rusted, the panel cover was warm. Calling a home rotten before you have seen it is also a mistake, so do not exaggerate; the fix is to describe the job you actually saw.
3. Put the handover in the same paragraph
The name of the job is not enough, because people ask when the home can be used again, and the handover sentence is not a decorated promise but what remains when you leave: the water is on, the socket works, the skirting sits back in place, the key is with the customer. Do not join a job that finishes the same day with a job that takes two days. If a bathroom wall must dry, say so, because if you do not, the call the next day arrives like a complaint.
4. Leave the year and the slogan lower down
The year you started, the trade certificate, and the district do not have to be the first sentence, because they belong on the trust line and the person who searched wants to recognise the job first. The mistake is to open with fifteen years of experience and still not say what you do by the third sentence. The fix is to move the year to the next screen or to the page about you, and even if the year closes the first paragraph it should come after the name of the job.
5. Write the sentence you already say on the phone
When a customer calls, you already use a short sentence: we change the cistern, we turn the water on the same day, and if we cannot work without breaking a tile we say so before we start, and the first paragraph is that sentence written down. A general welcome translated from another trade will not match the way you talk in the workshop, and people notice the gap. Read the paragraph aloud when you finish; if you run out of breath, the sentence is too long, so shorten it and do not delete the name of the job.
A concrete opening can stand like this. If the cistern in an older flat will not shut and the pipe behind the bowl is sweating, we replace the cistern and the visible pipe; if the tile is sound we work without breaking it, and if the wall is wet we open that part and close it the same day, then turn the water on in the evening. Those three facts do the work of a welcome line. The customer sees the frame of the job before they call, and they do not have to ask the same question from the start.