Tell us about this service.

A muddled description — or one full of jargon the customer doesn't know yet — makes people click away before they've considered booking. If they can't understand what you offer from a single paragraph, they'll move on to someone who's clearer.

Example (driving instructor):
Weak: "Professional driving tuition from an experienced instructor."
Strong: "Lessons are tailored to each learner, focusing on road confidence alongside the skills needed to pass the practical test. Available in Chichester and surrounding areas — 1-hour and 2-hour slots, automatic or manual."

Customers hesitate because they don't know what they're walking into. Walking them through your actual process — not a generic "book, attend, see results" outline — removes that anxiety before they've even made contact. A page that shows the real steps builds far more confidence than one that says "we'll take care of everything."

Example (personal trainer): Step 1 — "We send you a short health and lifestyle questionnaire" / "Fill it in online — takes about 5 minutes." Step 2 — "First session: fitness assessment and goal-setting. We build your 12-week programme from scratch." / "Just turn up — wear something you can move in." Step 3 — "Weekly sessions follow the programme, adjusted week by week." / "Check in via WhatsApp between sessions if anything comes up." Step 4 — "End-of-block review — we assess progress and plan the next block." / "Review your results with us and decide what's next."

One long list of everything you do is hard to read and easy to skim past. Grouping by category makes the page scannable and shows you have a proper process — not just a rough outline. The more specific you are here, the easier it is for a customer to see exactly what they're getting.

Example (dog groomer): Category: Preparation | Detail: Pre-groom health check, mat removal, pre-bath brush-out. Category: Bath & dry | Detail: Breed-appropriate shampoo and conditioner, high-velocity dry, finishing brush. Category: Grooming | Detail: Breed-standard cut or owner-requested style, nail clip, ear clean.

Customers don't hire you for the process — they hire you for the result. "We clear your drain using a high-pressure jetter" is a process statement. "You'll have full flow restored and a written report showing what caused the blockage, so you know whether it's a one-off or something to watch" is an outcome. Outcome-focused descriptions convert far better, because they give the customer something specific to want.

Example — the difference between a weak answer and a strong one (plumber):
Weak: "We fix the issue and make sure everything is working before we leave."
Strong: "A customer called us after their kitchen drain backed up completely overnight. We found a grease build-up combined with a partial root intrusion — cleared both in a single visit, fitted a root-barrier sleeve, and gave them a written report with photos. They left knowing exactly what had happened, what we'd fixed, and what to look out for. The drain has been clear ever since."
The strong version names a real situation, a real finding, a real outcome. That's what your answers should aim for.

Every business in your field claims to offer "quality service" and "a personal touch." That's not differentiation — it's wallpaper. Real differentiation is specific: a pricing policy, a practice, a stance on something customers care about. If you can't yet explain why someone should choose you over the next result on Google, this is the section to figure it out.

Example (accountant):
Weak: "Highly experienced, professional, client-focused."
Strong: "We don't charge for quick phone calls — ever." Or: "We specialise in sole traders and small limited companies, so we're not trying to squeeze you into a system designed for a 50-person business."
Which one would you call?

Real FAQs do two things: they answer the questions people are already Googling before they book, and they show prospective customers that you've thought about their concerns. Vague reassurances don't convert. Specific, honest answers do.

Example (hair salon): Q: "How long will a colour appointment take?" A: "A full colour with toner and blow-dry is usually 2.5 to 3 hours. Balayage with toning takes 3 to 3.5 hours. We'll give you an accurate time when you book — we never double-book, so you won't be left waiting." That tells the customer exactly what they're committing to before they even pick up the phone.

Some customers won't know whether your service applies to their specific situation. If they can't find the answer on your page, they'll find a business that makes it clearer. Use this section to flag any limits, exclusions, or special cases — it saves time for both of you.

Example (electrician): "We cover domestic and light commercial properties — we don't currently take on new-build sites or social housing contracts. We cover all of West Sussex and parts of East Sussex; for locations outside that area we can usually recommend a local partner."