Get your basic information consistent
Check the business name, website, contact details and opening hours wherever customers are likely to look. For an eligible local business, start with Google Business Profile. Check the primary category, service area and the page people reach when they click through.
Give each important service a useful page
Explain what you do, who you help, where you work and what happens after someone gets in touch. Include a real example if you have one. Link the service page from related articles, and check that the links work on mobile.
Publish from real conversations
Collect recurring questions from calls, quotes and customer emails. Turn one question into a page or video that answers it clearly, then reuse that material in your newsletter or social channels. Look in Search Console for relevant queries and in your enquiry inbox for whether those visitors become suitable prospects.