Most electricians think a local service page just needs a bit of generic text and a phone number slapped at the top.
That's exactly why most electrician websites don't rank - and don't get calls.
But here's the truth: a properly built local electrician service page is one of the most powerful tools in your SEO toolkit.
When done right, it doesn't just bring traffic. It brings qualified, local customers ready to book.
Sound good? Let's get into it:
Step 0.5: Choose the Right Keyword
Before you start building your service page, you need to know exactly what keyword it's targeting. This isn't optional - it's the foundation for everything else.
This should be the starting point for ANY content you create. Service page or blog page, it doesn't matter.
It's dead simple, just use this keyword format: "Electrician [Town]"
E.g. Electrician Liverpool, Electrician Manchester, Electrician Darlington
These are high intent, high conversion keywords. They're not "learning" keywords like how to rewire a house - they're from people looking for someone to hire to make their electrical problems disappear TODAY.
These are the money keywords - they lead to real jobs, not wasted traffic.
If you don't believe me, go search 'Electrician [Town]' in Google Keyword planner, and I guarantee, I put this business on it, that there will be search volume, NO MATTER where you are.
Bonus Tips:
Also note variations like:
- "Local electrician [Town]"
- "[Town] emergency electrician"
- "Certified electrician in [Town]"
You can sprinkle these through the page, but your main focus should always be "Electrician [Town]".
Now we've got that out of the way and you've got your target word locked in, let's see where its meant to go, and how the rest of your page is going to stack up:
Step 1: Craft a Clear, Keyword-Focused Page Title
Your page title (the H1 heading) is the first thing both Google and your potential customers will see. Don't overthink it.
And don't try to be clever when it comes to doing your own SEO. Just make it clear, local, and service-focused.
You want your main keyword front and centre - like:
✅ Good Example: Electrician in Liverpool – Domestic & Commercial Electrical Services
This instantly tells Google (and the person searching) who you are, what you do, and where you do it.
Now let's look at what not to do:
❌ Don't Do This: "Best Cheap Reliable Local Trusted Electrical Installation Service Company in Liverpool"
That's not helping you rank. It's just keyword soup. Looks spammy. Reads worse.
AND, I would heavily advise against using the word 'cheap' in your copy, as people almost always associate cheap = low quality. You don't want them to get this impression from the jump.
Step 2: Write an Engaging Intro (For Humans AND Google)
The goal here is simple: hook the reader, tell them they're in the right place, and get Google's attention. All in your first 2–3 sentences.
Your intro should:
- Speak like a human (ditch the corporate fluff)
- NATURALLY include your main location and core services
- Show you're fast, reliable, and local
- Include a call-to-action early, before they scroll
Example: "Need a trusted electrician in Liverpool? We handle everything from fuse box upgrades and full rewires to emergency callouts - all delivered quickly, safely, and at a fair price. Call us now on [your number] or hit the button to get a free quote - we'll usually respond in under an hour."
Don't forget, you want to include your main keyword in here too. This is the very first spot, of many, Google is looking for clues when it's trying to figure out what the page is all about. You want to make it as easy as possible when doing so, so don't forget the keyword placement in your H1.
Step 3: List Out Your Services (With Short Descriptions)
This part tells Google exactly what you offer - and helps real customers quickly find what they need. Don't just say "we do all kinds of electrical work." That's vague and lazy.
Spell it out. Use a clear format with short, punchy descriptions. Think of this like your service menu - fast to read, easy to scan, and loaded with intent.
One big advantage of doing this? You can later spin these individual services into dedicated pages - like a full "Consumer Unit Upgrades in Liverpool" page. That gives you more chances to rank for specific keywords in your area, while also boosting the relevance and authority of this main service page.
Step 4: Prove Your Local Expertise
This is your chance to show you're not just an electrician - you're their local electrician. Google loves local relevance, and so do people looking for an electrician they can trust nearby.
Mention specific areas you serve like Anfield, Wavertree, Bootle or the city centre - and back it up with examples. Talk about the types of homes or properties you regularly work in. Victorian terrace with dodgy old wiring? New-build with a smart system? That kind of detail builds trust and reinforces that you get the area.
Here's how it might sound on your local service page: "We've been helping Liverpool homeowners and landlords for over 12 years. Whether it's upgrading old wiring in a Woolton semi, fixing faults in flats near the Baltic Triangle, or fitting outdoor lights in Allerton - we know the homes, the people, and the local regulations inside out."
Adding local references like these helps you rank better - but more importantly, it helps customers feel like you're the right person for the job.
Step 5: Add a Strong, Visible Call to Action
You've shown them what you do. You've proved you're local. Now make it stupidly easy for them to get in touch. Don't bury your CTA in the footer. Stick it right in their face - loud, clear, and impossible to miss.
This is where you turn a browser into a caller.
Here's how it might look: "⚡ Need a trusted electrician in Liverpool - fast? Call us now on [phone number] or hit the button below to get a free quote. We'll get back to you within 30 minutes. 👉 [Request a Free Quote] (button)"
You can use this CTA again near the bottom of the page too. Just make sure it stands out. Use bold colours, clear text, and make the button easy to tap on mobile.
Bonus points if you can back it with a guarantee like "We reply within the hour" or "Same-day call-outs available." Those little promises build big trust and will help to get a few more people on the phone.
Step 6: Show Off Real Testimonials (Local If Possible)
Anyone can say they're reliable. But when your actual customers back it up? That's what makes people pick up the phone.
Drop in 2–4 short, punchy testimonials from past jobs. Especially ones that mention your service area, the type of work, and your responsiveness or professionalism.
This further nudges Google in the right direction when they are trying to figure out where (location) you provide your services.
Here's a strong example: "We needed a full rewire for our new home in Aigburth. Barry and the team did it on time and with no fuss. Professional and tidy. Highly recommend." – Sarah, Liverpool
Even better if they mention emergency call-outs, tidy work, turning up on time - anything that addresses what new customers care about.
Step 7: Add Trust-Building Badges & Proof
You've shown the services, the local knowledge, and real testimonials. Now it's time to seal the deal with trust signals aka the visual stuff that makes a potential customer say, "Yep, these are the pros."
These little icons and badges help push people over the edge when they're deciding who to contact - especially if they're comparing a few local electricians.
What to include:
- ✅ Your NICEIC or NAPIT logo (whichever you're certified with)
- ✅ A "Fully Insured" badge - peace of mind sells
- ✅ A "12-Month Workmanship Guarantee" graphic (if you offer one)
- ✅ Years in business - "Serving Liverpool since 2011"
- ✅ 24/7 or Same-Day Service badge (if true)
- ✅ Checkatrade, Trustpilot, or Google Reviews logos - with review scores if possible
Pro tip: Line these up in a clean badge row, just above or below your final CTA. Keep them visual - logos, not just text.
These aren't just for show. They create that "this feels like a real, trusted business" moment - which is what gets people to act.
Step 8: Add Internal Links + Supporting Blog Content
Once you've built trust, it's time to keep the visitor engaged - and keep Google happy while you're at it.
Internal links help guide both users and search engines deeper into your site. They spread authority and show that your website is a well-structured, useful resource. Not just a one-pager with a phone number.
Here's how to do it right:
- Link to relevant blog content that supports your main service. Example: "Want to know what a full rewire costs around here? Read our guide: [How Much Does a House Rewire Cost in Liverpool?]"
- Link to other pages that matter - like your homepage, contact page, or pages for specific services (e.g. EV chargers or EICRs)
This keeps people moving, gives them more info if they're still on the fence, and sends all the right signals to Google that your site is useful and relevant.
The longer someone sticks around? The better your chances of converting them - and the better your rankings will be over time.
Final: Build One Proper Page That Does It All
This isn't about building a blog post or an About page. It's not just a box-ticking exercise.
This is your money page.
The one that is going to rank well (when done right) when someone Googles "Electrician in [your town]" Convincing them to call you over the dozen others they're looking at.
When done right, it becomes a 24/7 sales rep that never sleeps, never forgets what to say, and never lets a good lead slip away.
So don't half-ass it. Build one page. Make it perfect. Then repeat the formula for every town you serve.
Wait! Before you hit publish, here is a checklist:
Tick each box before you go live - this is what makes a local service page rank and convert:
- ☐ Target keyword in the H1 and SEO title
- ☐ Location clearly mentioned in the first paragraph
- ☐ Bullet or block list of your core services
- ☐ Real testimonials (ideally with local mentions)
- ☐ Strong CTA with phone number + quote button
- ☐ At least 3 relevant, compressed images with keyword-rich alt text
- ☐ Internal links to supporting blogs and key pages
- ☐ Fully mobile-optimised layout
- ☐ Fast load speed (test it!)
- ☐ Embedded Google Map or local references
- ☐ Trust badges, accreditations, or platform logos
- ☐ Clear footer with contact info and key links
Want help auditing or building yours? Just say the word.