Estimated reading time : 4 min · Published
Start with the real need
Name the audience and the concrete problem they need to solve. A general promise does not explain whom you serve or at what project stage your work helps. Connect the need, service and reasonable outcome in the opening paragraph.
If different audiences have different needs, offer specific examples and relevant links. Avoid guaranteeing an outcome outside your control.
- Audience and starting situation.
- Expected outcome and limits.
Define the scope
Explain the stages, deliverables, information needed to begin and each person’s responsibilities. Distinguish an initial consultation from a full project or ongoing support.
Describe known terms: remote work, indicative timing, approvals, maintenance and budget. A range with its assumptions is more helpful than a price without context.
Fictional case: a business offers a remote diagnostic service in France. If its description uses Schema.org Service, provider identifies the provider, serviceType the service category and areaServed the area actually covered. A service area is not an office address: offering a service in a territory creates neither a local establishment nor physical presence. Visible text must explain the remote arrangement, deliverables and limits summarised by these properties.
Then separate service description from offer conditions. “Price on request” does not mean free: do not invent price=0 to fill a field. When a confirmed price is published, amount, currency and scope must match the page. The table maps a few properties to editorial questions; it is not complete markup. A type available in Schema.org guarantees neither a particular Google feature nor its display, even with valid syntax.
- Stages and deliverables.
- Factors that affect time or price.
Scroll the table horizontally to read every column. With a keyboard, focus the table area and use the arrow keys.
| Situation to describe | Data reference | Visible check |
|---|---|---|
| Who performs the service? | provider | Identity matches the stated provider |
| What does the customer receive? | serviceType and description | Deliverables and limits are understandable |
| Where is the service provided? | areaServed | Coverage is not turned into a fictional office address |
| Is the amount known? | offers, price and priceCurrency where applicable | A pending quotation does not become an invented zero price |
Show evidence and a next step
Present a method, representative example or approved testimonial. Label a fictional scenario as such. Answer common questions without inventing proof.
Finish with a precise action and test the form on a phone. The button should explain what happens next. Review enquiries to identify questions the page still fails to answer.
Review with a real question
Ask a target visitor to find whether the service meets their need, what to prepare and how to proceed. Passages requiring spoken explanation often reveal missing text.
Separate expected outcomes from verifiable commitments. A deadline, figure, certificate or example needs a source and scope. If price varies by project, explain its drivers and the information needed for a quote. Variants repeating the same explanations can share a page.
Give each question one reference answer
When a service appears across sectors or locations, maintain one reference page for scope and conditions. Other pages explain genuine differences and link to it. A price or coverage change should not require finding dozens of subtly different promises.
Reference documents
- Google Search Central : Helpful, Reliable Content · Source consulted
- Schema.org : Service · Source consulted
- Schema.org : price · Source consulted
- Google Search Central : Structured data guidelines · Source consulted
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