Key takeaways:

  • Google cannot promote your business if you do not provide adequate information about your products/services/locations.
  • Invest time in explaining ‘what is X’ – doing this tells search engines what your business is about.
  • Break down individual services and explain ‘what is X’ per service category.
  • Provide as much information on your Contact page.
  • Use other marketing channels to drive people to your website ( e.g., paid channels such as Google Ads and social ads). This is because content marketing and building topical authority will take months to achieve.

Local searches are critical for small small businesses and the goal of local SEO is to help your business show up to people who are looking for a solution near them.

I’m an advocate for giving searchers as much information as possible and this is where content marketing comes in and this this blog post, I’m going to show you how to plan out customer education, what type of customer education you will need, and how to implement a comprehensive content marketing strategy for your website.

This is what you’ll work towards:

How your website content helps Google My Business ranking.

When Google knows what your website is about, it will often display “Their website mentions X” in your Google My Business profile in the map pack.

For example, when I do a search for “wedding dresses sydney”, Google has pulled in:

  • Their website mentions wedding dresses
  • Their website mentions wedding dresses sydney
  • Their website mentions wedding gowns

Similarly, doing a search for “florist delivery same day”, one of the GMB profiles has “Their website mentions flower delivery and same day” while the second GMB has pulled words from a customer review.

These two examples demonstrate that Google My Business (GMB) is a powerful marketing tool and how investing in customer education information on your website will help your GMB as well.

Let me show you how you can do this yourself.

Let’s get started!

What type of pages should you have?

At a minimum, you should have the following pages:

  1. Homepage
  2. Contact
  3. About
  4. Services or product categories

For some local businesses, you may have a single page that incorporates all the above (e.g., a homepage that has contact information, services that you offer, and a bit about your business).

Market wise have a one-page website (see above) which is ok but if you want to help search engines promote your business to potential customers, I recommend creating more pages.

However, remember this:

✗ More pages ≠ better.
✓More pages that help customers = better.

Here are pages that you should create and how to make them valuable to your audience:


Your homepage will probably be your most visible pages in the beginning of your SEO journey.

Your homepage should do 3 things:

  • Clearly tell your audience what you are selling. If it is a service, state this clearly. If you sell a product or products, state this so that there is no way that a person can misunderstand.
  • Tell your audience where your business is located or what area of the world, country, county, or state you serve. If you offer a service, communicate where you operate. If you sell a product or products, tell users where you ship.
  • Have a clear call to action to buy, to enquire, or to browse your services or products.

This is what Canva has done on their homepage.

Contact page.

Your contact page is one of the most heavily visited pages on your website. This is because website visitors want to know how to call, email, or visit your business.

When users cannot see a telephone number, an email address, or a physical address, they lose trust and people do not engage with businesses they do not trust.

The biggest mistake I see on contact pages is when there is an online form on the page and nothing else.

Always provide more information!

If possible, include the following elements on your contact page:

  • Your email address
  • Business hours (don’t put open 24-hrs)
  • A contact form
  • A phone number
  • A physical address
  • Embed your GMB map

In the page title, include your address or contact number (e.g., ” Contact {your business name} | XXX-XXX-XXX”).

In the meta description, tell visitors your opening hours (e.g., “we’re open Mon-Fri, 9am-6pm”).

Preferred URL slug: /contact/

If you offer a professional service (e.g., plumber, speech therapist, wedding photographer), include a table of fees on the contact page.

If you sell products (e.g., headphones, computer hardware, handmade vegan handbags) your visitors want to know if you’re in the same state/county/region/country as them. This is because they may prefer to purchase from a local vendor in hope of receiving the item quicker.

If your business accepts local pickup, state this on your contact page and indicate which days and times customers can visit your store.

Do these things and you’ll provide a much richer experience for your users.

About page.

If you offer a professional service, people will always want to know more about you before they commit to making an enquiry. This is because people buy from people and they will only do so when they believe that they can trust you.

If your business sells products, people will want know if you’re a real business and not just another website on the internet. This means providing a history of your business, including your team, and about the decision-makers.

Again, people buy from people that they trust.

Preferred URL slug: /about/ or /about-us/

If possible, include the following elements on the about page:

  • your location
  • what your business does
  • information about your team members
  • information about the owner(s), director(s), and/or senior management

Service page.

Preferred URL slug: /services/ or /{top-level service category}/

An example of a top-level service category is “electrician”. This is because your primary service page should be set up to target your primary keyword (e.g., electrician).

From a content marketing perspective, the goal of this page is to inform your audience what you can do for them.

As a general rule of thumb:

  • If you’re a service, describe what you do, who it is for, and the areas that you serve.
  • If you sell products, describe what the products are and their benefits.
  • If you make the products, describe the process and how this is a benefit to your audience.

If possible, include the following elements on the service/product category page:

  • what is {service}
  • areas that you serve / locations you deliver to
  • how much does {service} cost
  • situations where {service} is needed
  • how long does {service} take
  • what the process looks like
  • payment methods
  • customer testimonials
  • FAQs about the service or product category

As you can see, you want to jam-pack the page with useful information to reduce user friction. What you want to achieve is to have someone land on the service page, read it, and decide that you’re worth trusting.

Sub-service pages.

If you want to take your topical relevance one step further, I recommend building out sub-service pages.

Sub-service pages will help your get people who are looking for a specific solution and similar to the primary service page, you can clearly communicate what the service is, why they should trust you, and how much it will cost.

For example, an electrician can do many things and each of these can be categorised into their own sub-sections:

By doing this, you help website visitors easily find the solution they’re looking for.

Frequent asked questions.

Your FAQ page can be one of your most indirect selling points. An effective FAQ page can reduce user friction by resolving any concerns they may have about hiring you or buying from your store.

I love how detailed Farm Girl Flowers are with their FAQs.

What are the common reasons why people don’t buy?

What questions and answers can you come up with to reduce these barriers?

This is what this page is for.

To start filling out the content on this page, refer to your emails and phone call conversations. There are bound to be common questions there.

If you’re a restaurant, you should communicate:

  • disability access
  • if there is nearby parking
  • whether you accept bookings
  • how to make a booking
  • how to cancel a booking
  • whether you have a vegetarian, gluten-free or vegan-friendly menu
  • what payment methods you accept
  • if you have high-chairs for toddlers and babies
  • whether there is a family/children policy

If you’re an ecommerce site, you should communicate:

  • anything and everything to do with online orders and payment process
  • refund policy
  • how to return an item and what the return process looks like
  • what to do when the customer has received a wrong order
  • whether you ship internationally
  • how to change delivery address

If you provide a professional service, you should communicate:

  • how to request a quote
  • whether you have a guarantee
  • when you will respond
  • how to cancel an appointment
  • how to confirm a booking
  • what payment methods you accept
  • your cancellation terms & conditions

Shipping & returns.

If you sell products, you must have a dedicated page for answering common shipping and return questions.

On this page, include the following information:

  • your contact information
  • where you ship and where you do not ship to
  • how long will shipping take
  • how much does shipping cost
  • your returns policy
  • your exchange policy
  • what happens when a customer has an issue with their shipping or product

You can duplicate the same questions and answers from your product pages on this page because you don’t know if a visitor will get that far into your website but you can bet your bottom dollar that they’ll read your shipping and returns policy.

The end result.

It looks overwhelming at first but once you have followed the instructions on this page, you site architecture will look something like this.

Each page serves a specific purpose and enriches the user experience. And when you provide better information for your audience than your competitors, you have a higher chance of ranking well in Google Search.


Because you have demonstrated with clear pages, clear meta tags, and accurate information who you are and what you do (which is a component of expertise, authoritativeness, and trustworthiness).

Want to learn how to apply SEO like this?

For years I have recommended clients to invest in customer education to showcase their expertise. So watch me practice what I preach by showing you the exact process I deploy for my clients.

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