The Website Mistake Many DIYers Make
There is nothing wrong with trying to DIY your website. Many small business owners choose the DIY route to save money, maintain control, or simply get their business online faster.
But there’s one website mistake many DIYers make:
They try to make the homepage do all the work.
Your homepage is important, but it should not be responsible for ranking for every service you offer. If you want more people to find your business online, one of the simplest things you can do is create dedicated website pages for your most important services.
Why This Matters
Google needs to understand what each page of your website is about. When all of your services are briefly listed on one page, under the URL www.yourbusinessname.com/services it’s harder for search engines to know which specific service you should show up in the search results for. But when you create a dedicated page for important services, you can optimize that page around what people are actually searching for.
For example, instead of having one general “Services” page that lists everything, you could create separate pages like:
Facials in Buffalo
Spray Tans in Buffalo
Botox in Tulsa
Bridal Hair and Makeup in Buffalo
Business Coaching for Female Entreprenuers
Each page gives Google a clearer signal and gives potential clients a better experience. To clarify, I’m not saying you have to have a page for every single service you offer. That would be overkill. I am saying you should strategically pick services to dedicate pages to. Here’s how to do that.
Step 1: Choose One Service You Want More Clients For
Start with one service. Do not try to optimize your whole website at once.
Choose a service that:
You want to book more often
People are actively searching for
Is profitable for your business
Deserves more explanation than a short paragraph on your homepage
This might be your signature service, your highest-value offer, or the service people ask about most often.
Step 2: Find the Keyword People Would Search
Think like your client. They probably are not searching for your branded service name. They are searching for the result, treatment, or service they need.
A simple keyword formula is:
Service + Location
Examples:
Facials in Buffalo NY
Spray tan in Buffalo
Medspa in Tulsa
Squarespace website designer
Small business marketing consultant
You can also use more specific versions, like:
Bridal spray tan in Buffalo
Acne facial in McKinney TX
Botox for forehead lines in Tulsa
Website designer for female-owned businesses
The goal is to choose a phrase that matches what someone would actually type into Google. There are a number of tools you can use to do keyword research and determine how much a term is actually searched. I use a program called Keysearch. Google “list of free keyword research tools” and you’ll see some other options.
Step 3: Create a Dedicated Page for That Service
This page should not be vague. It should clearly answer:
What is the service?
Who is it for?
What problem does it solve?
What results can someone expect?
Why should they choose you?
What should they do next?
A strong service page gives visitors enough information to feel confident taking the next step.
Pro Tip: Start the page by talking about what problem the service can solve for the client. Don’t start off by talking about yourself. That usually sounds like “At XYZ MedSpa, we are proud to offer the latest treatments for acne.” You lost them after the first 3 words.
Step 4: Use the Keyword in the Right Places
Once you choose your keyword, use it naturally throughout the page.
Include it in:
The page title
The main headline
The first paragraph
One or two subheadings
The meta title
The meta description
The URL slug
Image alt text, when relevant
For example, if your keyword is “facials in Buffalo,” your page could include:
Page Title: Facials in Buffalo, NY
URL: /facials-buffalo-ny
Headline: Customized Facials in Buffalo for Healthy, Glowing Skin
Meta Description: Looking for facials in Buffalo, NY? Learn more about customized facial treatments designed to support clear, healthy, radiant skin.
Do not overuse the keyword. It should sound natural.
Step 5: Make the Page Helpful, Not Just Optimized
SEO is not just about keywords. Your page also needs to be useful.
Include details like:
What happens during the appointment
Who the service is best for
Who it may not be right for
How to prepare
What to expect afterward
Frequently asked questions
Pricing or starting price, if appropriate
Clear booking instructions
The better your page answers real client questions, the stronger it becomes.
Step 6: Add Local Details
If you serve a local area, make that obvious. Mention your city naturally throughout the page, and include nearby areas when appropriate.
For example:
“We offer customized facials in Buffalo, NY for clients throughout Kenmore, Amherst, Williamsville, and the surrounding areas.”
This helps Google better understand where your business is located and who you serve.
Step 7: Link to the Page From Your Homepage
Do not hide the new page.
Once it is created, link to it from:
Your homepage
Your main navigation
Your other service page
Related blog posts
Your footer, if appropriate
Internal links help both visitors and search engines find the page.
Step 8: Add a Clear Call to Action
Every service page needs a next step. Do not assume people know what to do.
Use clear calls to action like:
Book Your Appointment
Schedule a Consultation
Request a Quote
Make a Reservation
Place the call to action near the top, throughout the page, and again at the bottom.
Step 9: Repeat the Process for Other Important Services
Once your first page is created, repeat the process for your other high-priority services. You do not need a separate page for every single thing you offer. For example, if you do waxing, it’s fine to include all your waxing services on one page BUT if you offer Brazilians, which is a higher ticket service that many people search for by name, it may make sense to make that it’s own page.
Start with the services that matter most for visibility, revenue, and growth.
The Bottom Line
If your website is not showing up for the services you want to be known for, your homepage may be trying to do too much. Creating dedicated service pages helps Google understand your business and helps potential clients find exactly what they are looking for. It is one of the simplest, lowest-cost ways to improve your online visibility.
And if you're building your website yourself, remember that DIY doesn't have to mean doing everything on your own. Small Talk offers website consultations to help you refine your strategy, improve your design, and make sure your website is set up to support your business goals.
Start with one important service.
Create one strong page.
Optimize it well.
Then build from there.
