The Local Service Pages Content Brief Prompt Pack

I am creating a local service page for [BUSINESS NAME], a [TYPE OF BUSINESS, e.g. plumber, accountant, cleaning company] based in [HOME CITY/REGION]. I need a research brief for a page targeting [TARGET CITY] for the service [SPECIFIC SERVICE NAME, e.g. boiler installation, end-of-tenancy cleaning, tax return filing].

Please give me the following in structured sections:

1. THREE things that make [TARGET CITY] or its residents distinct from a neighbouring town for this specific service (local housing stock, demographic patterns, common local pain points, notable local regulations or weather patterns that affect demand).

2. TWO competitor weaknesses commonly seen for this service in smaller or mid-size towns (what generic competitors usually miss when serving this city versus a larger hub).

3. THREE search intent signals specific to this service in this location (what is a person in [TARGET CITY] actually worried about when they search for [SPECIFIC SERVICE NAME]).

4. ONE local proof hook I should gather from the business (e.g. a local landmark near a recent job, a specific postcode area served, a named local client type).

Do not invent specific facts. Flag any item where you are uncertain with [VERIFY]. Output must be under 400 words.

I am building a local service page for the query cluster around [PRIMARY SERVICE] in [TARGET CITY]. My business is [BUSINESS NAME].

Generate a keyword map with the following structure:

PRIMARY KEYWORD (1): The most direct commercial intent phrase a buyer in [TARGET CITY] would use. Include the city name or a local identifier.

SECONDARY KEYWORDS (3 to 5): Related phrases with the same or adjacent intent. Include at least one question-format phrase (e.g. how much does X cost in [TARGET CITY]).

NEGATIVE KEYWORDS (2): Phrases that look related but signal the wrong intent (researchers, students, DIY browsers) that this page should not try to rank for.

LONG-TAIL QUALIFIER (1): A four-to-six word phrase that combines the service with a local qualifier beyond just the city name (neighbourhood, landmark, postcode area, housing type).

For each keyword, state the likely search intent in one sentence: informational, commercial investigation, or transactional. Flag any keyword where search volume is likely very low and the page should treat it as a supporting phrase rather than a primary target.

Do not fabricate search volumes. Do not use tools I have not given you access to. Base this on intent logic only.

My business is [BUSINESS NAME]. We offer [SPECIFIC SERVICE] in [TARGET CITY]. Our closest three competitors for this service and location are [COMPETITOR 1], [COMPETITOR 2], [COMPETITOR 3] (leave blank if unknown).

I need to identify what makes our page genuinely different from a standard local service page. Please generate:

1. A differentiation angle that is specific to this service in this location (not a generic USP like 'family run' or 'local experts'). Base it on one of these triggers: timing advantage (faster response, off-hours availability), geographic specificity (knowledge of local access issues, parking, council rules), service depth (more included in the base price), or proof specificity (years serving this exact area).

2. A 'local frustration' statement: one sentence that names the specific thing residents in [TARGET CITY] are most likely frustrated about when hiring for [SPECIFIC SERVICE]. This becomes the opening hook for the page.

3. A local proof gap: what proof element would most credibly signal to a [TARGET CITY] resident that we know their area (specific road, estate, landmark, or local event reference they would recognise).

Keep each section to three sentences maximum. Do not pad. Flag anything you are inferring rather than knowing with [INFERRED].

Write the opening section for a local service page with the following inputs:

Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Local frustration hook: [PASTE FROM DIFFERENTIATION PROMPT ABOVE]
Differentiation angle: [PASTE FROM DIFFERENTIATION PROMPT ABOVE]
Primary keyword: [PASTE FROM KEYWORD MAP ABOVE]

Deliver:

H1 (one line, under 65 characters, must include primary keyword naturally, no stuffing)

Meta title (under 60 characters, keyword first, brand name at end separated by a pipe character)

Meta description (under 155 characters, includes primary keyword, local frustration hook, and a single action word)

Opening paragraph (60 to 90 words, no fluff opener, start with the local frustration or a direct statement of what we do and where, include the primary keyword in the first two sentences, no em dashes, no jargon)

Constraints: British English unless business is US-based. No exclamation marks. No 'welcome to' openers. No fabricated statistics. Do not use the word 'comprehensive' or 'dedicated'.

Write the core service detail section for a local service page.

Inputs:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Service steps or inclusions: [LIST 3 TO 6 SPECIFIC THINGS INCLUDED IN THIS SERVICE, e.g. initial survey, materials sourcing, installation, test and sign-off]
Typical job timeline: [e.g. same day, 2 to 3 days, within one week of booking]
Any local-specific detail: [e.g. 'most homes in [TARGET CITY] are Victorian terraces with X complication' or leave blank]

Deliver:

A subheading (H2) that includes a secondary keyword from my keyword map and references the location.

A 120 to 180 word section that explains what the service includes in plain language, how the process works, and what the customer should expect. Write this as a buyer who has never hired for this service before. Do not use bullet points in this section. Write in prose.

A 60 to 80 word bullet list (use hyphens, not bullets) of what is included in the service. Each item starts with a noun, not a verb. Maximum six items.

Constraints: No upselling language. No 'world class' or 'industry leading'. Do not mention price. No em dashes.

Write the local trust and social proof section for a local service page. This section must feel like it was written by a business that genuinely knows [TARGET CITY], not a template swapped in.

Inputs:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Local proof elements I can include: [CHOOSE FROM: a specific road or estate name where work was recently done, a local landmark nearby a job, a named local business or housing type we commonly work with, years operating in this area, a staff member who lives locally]
Customer review excerpt (if available): [PASTE UP TO 50 WORDS FROM A REAL REVIEW, or write 'none available']
Local council or regulation detail (if relevant): [e.g. 'conservation area rules apply to X postcodes' or leave blank]

Deliver:

H2 subheading that uses a location phrase without forcing the keyword.

A 100 to 150 word trust section that references at least one of the local proof elements above in a specific, natural way. Do not write 'our customers love us'. Show, do not tell.

If a review excerpt was provided, format it as a blockquote with the reviewer's first name and city only (no surnames, no photos referenced).

Constraints: Do not invent specific details. If I have left a proof element blank, skip it. Do not write 'we are proud to serve [TARGET CITY]'. No empty local platitudes.

Write the FAQ section for a local service page targeting [SPECIFIC SERVICE] in [TARGET CITY].

Inputs:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Common objections or questions this service gets: [LIST 2 TO 4 REAL QUESTIONS your customers ask before booking, e.g. 'how long will it take', 'do you cover our postcode', 'what if something goes wrong']
Secondary and long-tail keywords from my keyword map: [PASTE RELEVANT PHRASES]

Deliver five FAQ items in this format:

Question: [Written as a natural spoken question a real buyer in [TARGET CITY] would ask]
Answer: [40 to 70 words, plain English, specific to this service and city where possible, no hedge language like 'it depends']

Constraints: At least two questions must incorporate a keyword from my keyword map naturally. No question should start with 'Can you' or 'Do you'. At least one question should address a local-specific concern (distance, area coverage, local regulations, or local housing/property type). No fabricated specifics. No em dashes.

I have already published a local service page for [SPECIFIC SERVICE] targeting [EXISTING CITY 1]. I am now writing the same service page for [TARGET CITY 2].

Here is the text of my existing [EXISTING CITY 1] page:
[PASTE EXISTING PAGE CONTENT]

Here is the draft of my new [TARGET CITY 2] page:
[PASTE NEW DRAFT]

Please run an anti-duplication check and return:

1. A percentage estimate of how much text is substantively similar between the two pages (not counting business name, phone number, and standard legal text).

2. A list of every paragraph that is essentially identical in content, even if words differ slightly. Mark each as [HIGH RISK] or [MEDIUM RISK].

3. For each [HIGH RISK] paragraph in the new draft, suggest one specific local-specific rewrite direction (not the rewrite itself, just the direction) based on what makes [TARGET CITY 2] different from [EXISTING CITY 1].

Constraints: Do not rewrite for me in this prompt. Flag only. I will decide which changes to make. If you judge the similarity is under 25 percent at the content level, state that clearly so I know the page is likely safe to publish.

My local service page for [SPECIFIC SERVICE] in [TARGET CITY] is currently too generic. I need to inject genuine local specificity without fabricating facts.

Here is my current draft:
[PASTE DRAFT]

Here are real local facts I can work with:
[LIST ANY REAL LOCAL DETAILS YOU KNOW: e.g. the town has a lot of 1930s semi-detached houses, the local council requires X permits, the town centre is a conservation area, most customers are in the [POSTCODE] area, there is a well-known local landmark near our typical job locations]

Please revise the draft using only the local facts I have provided above. Do not invent new local details. For each place you inject local specificity, put [LOCAL ADDED] in brackets so I can review each change.

If I have not given you enough real local information to make meaningful changes, tell me specifically what local facts I should go and find before this page can be published. Do not guess. Do not use placeholder phrases like 'your local area'.

Constraints: Keep the total word count within 10 percent of the original draft. Do not restructure the page. Do not add new sections. Inject only.

Review the following local service page draft and identify every thin content red flag before I publish it.

Page details:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]

Draft content:
[PASTE FULL DRAFT]

Check for and flag:

1. Any sentence that would be true for every city in the country (these are the most common thin content signals).

2. Any paragraph that contains no specific, verifiable detail about the service, the city, or the business.

3. Any keyword stuffing (primary keyword appearing more than once every 150 words on average, or appearing unnaturally).

4. Any fabricated or unverifiable claims (statistics without a source, superlatives like 'best in [city]' without proof, guaranteed results).

5. Any filler phrases that add word count but no meaning (e.g. 'we are committed to', 'our team of experts', 'customer satisfaction is our priority').

For each red flag, mark it [THIN], [STUFFED], or [UNVERIFIABLE] and give a one-line fix direction. Do not rewrite. Flag and direct only.

If the draft is clean on all five checks, say so directly. Do not invent problems.

I need to create local service pages for [SPECIFIC SERVICE] across the following cities: [LIST ALL TARGET CITIES, e.g. Bristol, Bath, Cheltenham, Gloucester, Swindon].

For each city, give me a brief differentiation note under four headings:

1. HOUSING STOCK NOTE: What type of property or building stock dominates this city that is relevant to [SPECIFIC SERVICE]? (e.g. Victorian terraces, new-build estates, period conversions, commercial mixed-use)

2. LOCAL ACCESS NOTE: Any known logistical consideration for operating in this city (parking restrictions, narrow roads, congestion zones, permit requirements)?

3. COMPETITIVE PRESSURE NOTE: Is this city likely to have more or fewer competitors for [SPECIFIC SERVICE] than a regional hub? Why?

4. PROOF HOOK DIRECTION: What type of local proof element would land best with residents of this city (landmark proximity, years in area, specific estate or postcode, local client type)?

Format as a table with one row per city. If you do not have reliable information for a cell, write [RESEARCH NEEDED] rather than guessing. This table becomes my brief for writing each individual page.

I am building a local SEO content cluster for [BUSINESS NAME] covering [SPECIFIC SERVICE] across [NUMBER] cities.

My pages are:
[LIST ALL PAGES WITH THEIR TARGET KEYWORD AND URL SLUG, e.g. 'Boiler installation Bristol | /boiler-installation-bristol']

My service hub page (the parent page for all local pages) is:
[URL AND TITLE OF HUB PAGE, or write 'not yet created']

Please design an internal linking structure for this cluster:

1. Which pages should link to the hub page, and with what anchor text for each?

2. Should any city pages link to each other? If so, which pairs make geographic or topical sense, and what anchor text should connect them?

3. What pages on my existing site should link into this cluster to pass authority in? (I will tell you what pages I have if you ask.)

4. Are there any pages in this cluster that risk directly competing with each other for the same query? If so, flag the pair and suggest how to differentiate the targets.

Give me a simple link map I can hand to whoever is building the pages. Format as a table or numbered list. No theory, just the specific links.

I want to create a repeatable but non-duplicate template I can use to brief a local service page for any new city quickly. My service is [SPECIFIC SERVICE] and my business is [BUSINESS NAME].

Based on the page I have already written for [REFERENCE CITY, the city where you have your best existing page], please create a template brief with the following:

FIXED ELEMENTS (sections that stay the same across all cities because they are business facts, not location facts): List each fixed element with its text.

VARIABLE SLOTS (sections that must be rewritten for every city): For each variable slot, give me a named input field I need to fill in before the page can be written. Format as: [SLOT NAME]: [1-sentence description of what goes here and why it cannot be generic]

MINIMUM DIFFERENTIATION THRESHOLD: State the minimum number of city-specific facts that must appear in the final page for it to be publishable without thin content risk. Give me a number and a rationale.

This template becomes my standard brief for every new city page. It should be short enough to fill in under 15 minutes per city.

Write the JSON-LD LocalBusiness schema markup for the following local service page.

Inputs:
Business name: [BUSINESS NAME]
Service offered on this page: [SPECIFIC SERVICE]
City targeted: [TARGET CITY]
Business address (if you have a local address for this city, use it; if not, use main business address): [ADDRESS]
Phone number: [PHONE]
Website URL for this specific page: [FULL URL]
Business type (choose the most specific applicable): [e.g. Plumber, HVACBusiness, HomeAndConstructionBusiness, AccountingService, CleaningService]
Operating hours: [e.g. Mon-Fri 8am-6pm, Sat 9am-1pm]
Service area: [TARGET CITY plus any adjacent towns you serve from this page]
Review aggregate (if available): [AVERAGE RATING out of 5, NUMBER OF REVIEWS, or write 'none']

Deliver:

Complete JSON-LD schema block, ready to paste into the page head or a script tag. Include LocalBusiness type, address, geo coordinates if you can infer them from the city (flag with [VERIFY COORDINATES]), service area, and aggregate rating if provided.

Also include a separate Service schema block nested within the LocalBusiness schema to mark up the specific service being offered.

Flag any field where you are inferring rather than knowing the correct value.

Write the complete on-page title tag, header hierarchy, and meta description for a local service page with the following inputs:

Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Primary keyword: [PRIMARY KEYWORD]
Secondary keywords to use in subheadings (pick 2 to 3 from your keyword map): [SECONDARY KEYWORDS]
Page word count target: [e.g. 800 words, 1,200 words]
Number of H2 sections planned: [NUMBER]

Deliver:

Title tag: Under 60 characters, primary keyword near the front, business name at end with pipe separator.

Meta description: Under 155 characters, primary keyword included, one local-specific detail, clear action.

H1: Under 65 characters, matches search intent, includes primary keyword naturally.

H2 list: One H2 for each planned section. At least two H2s must include a secondary keyword. At least one H2 must reference the city or a local identifier. None should be generic headings like 'Why choose us' or 'Our services'.

H3 suggestions (optional): If any H2 section will have subsections, suggest the H3 headings for those.

Constraints: No keyword stuffing. No duplicate phrases across title tag, H1, and H2s. Every heading must make sense read alone without the surrounding text.

Write the call to action copy for a local service page.

Inputs:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
What the user does when they click (choose one): [book a call, request a quote, fill in a contact form, call directly, book online]
Primary anxiety a [TARGET CITY] buyer has at this stage: [e.g. 'worried about being overcharged', 'not sure if we cover their postcode', 'unsure how long it will take to get booked']
Anything we can offer to reduce that anxiety: [e.g. 'free no-obligation quote', 'same-day callback', 'fixed price before we start', or leave blank]

Deliver:

PRIMARY CTA BLOCK (top of page or sticky): Button text (under 6 words) plus one supporting line under the button (under 15 words, addresses the primary anxiety).

MID-PAGE CTA BLOCK: A 2-sentence paragraph that transitions from informational content to the call to action. Include the city name. No pressure language. End with the button text repeated.

BOTTOM OF PAGE CTA BLOCK: A 40 to 60 word closing section with the same button. This should feel like a natural close, not a hard sell. Reference one local-specific detail if possible.

Constraints: No urgency fabrication. No countdown language. No 'limited availability'. No 'act now'. Direct and honest only.

I need you to write in the voice of [BUSINESS NAME], a [BUSINESS TYPE] serving [TARGET CITY]. Before writing any page content, I need you to understand and commit to our voice.

Here are three examples of how we actually speak to customers (paste real examples from your website, emails, or reviews responses):

EXAMPLE 1: [PASTE REAL COPY]
EXAMPLE 2: [PASTE REAL COPY]
EXAMPLE 3: [PASTE REAL COPY]

Based on these examples, identify:

1. TONE (choose up to three): formal, conversational, warm, direct, technical, reassuring, confident, modest, humorous, plain-spoken.

2. SENTENCE STYLE: Do we use long explanatory sentences or short punchy ones? Both? Where?

3. PHRASES WE USE: List up to five phrases or constructions from the examples that are distinctly ours.

4. THINGS WE NEVER SAY: Based on the examples, what types of language or phrases would feel out of character for us?

5. READING LEVEL TARGET: Based on the examples, what reading level are we pitching to? (Plain everyday English, informed consumer, technical professional?)

Now write a 50-word sample paragraph for our [TARGET CITY] [SPECIFIC SERVICE] page using this voice profile. Show me you have it before I ask you to write the full page.

I want my local service page for [SPECIFIC SERVICE] in [TARGET CITY] to read and feel distinctly different from my competitors. Here are excerpts from competitor pages for the same service in this area:

COMPETITOR 1 excerpt: [PASTE UP TO 100 WORDS]
COMPETITOR 2 excerpt: [PASTE UP TO 100 WORDS]
COMPETITOR 3 excerpt: [PASTE UP TO 100 WORDS, or skip if only two competitors]

Please identify:

1. What tone patterns do ALL of these competitors share? (These are the patterns I must avoid.)
2. What claims do all of them make that are so common they have become meaningless?
3. What does nobody in this group say that a buyer in [TARGET CITY] would actually find useful?

Then give me a tone direction for my page in three sentences: what to sound like, what to avoid, and what to say that none of them are saying.

Constraints: Do not rewrite the competitors. Do not suggest I copy any specific phrase. Analysis and direction only.

Review the following local service page draft for readability and scannability. A real buyer in [TARGET CITY] searching on a mobile phone should be able to scan this page in 30 seconds and know exactly what we do, where we do it, and how to contact us.

Draft:
[PASTE DRAFT]

Check and report on:

1. PARAGRAPH LENGTH: Flag any paragraph over 80 words. Suggest a split point for each.

2. SENTENCE LENGTH: Flag any sentence over 30 words. Suggest a break point.

3. SCANNABLE ANCHORS: Does each section have a clear H2 or H3 that tells the reader what the section covers without needing to read it? Flag any section that fails this test.

4. ABOVE THE FOLD TEST: Based on an average mobile screen showing approximately 150 words before the fold, does the most important information (what we do, what city, how to contact us) appear in the first 150 words? If not, what is in those 150 words instead?

5. PASSIVE VOICE COUNT: How many passive voice constructions are in the draft? List each one and the active version.

Output a numbered list of specific fixes only. Do not rewrite the draft. Do not give general readability advice.

This is a final pre-publish check for a local service page. Review the complete draft below and give me a pass or fail on each of these six gates.

Page details:
Business: [BUSINESS NAME]
Service: [SPECIFIC SERVICE]
Target city: [TARGET CITY]
Primary keyword: [PRIMARY KEYWORD]

Draft:
[PASTE COMPLETE DRAFT]

GATE 1 - THIN CONTENT: Does this page have at least three pieces of information that are specific to [TARGET CITY] and could not appear unchanged on a page for a different city? PASS or FAIL with evidence.

GATE 2 - KEYWORD INTEGRATION: Does the primary keyword appear naturally in the H1, meta description, and at least twice in the body without stuffing? PASS or FAIL.

GATE 3 - CLEAR INTENT MATCH: Would a person who just searched [PRIMARY KEYWORD] find the answer to their immediate question within the first 150 words? PASS or FAIL.

GATE 4 - PROOF PRESENT: Does the page include at least one verifiable proof element (real review, specific location reference, specific service detail, named qualification)? PASS or FAIL.

GATE 5 - CTA CLARITY: Is there a clear next step for the reader, stated at least twice on the page? PASS or FAIL.

GATE 6 - FABRICATION CHECK: Does the page contain any statistic, claim, or guarantee that cannot be verified from the inputs I provided? PASS or FAIL.

For any FAIL, give a one-line fix direction. Do not rewrite. If all six gates pass, say 'Page is ready to publish' and stop.

I have published local service pages for [SPECIFIC SERVICE] across the following cities: [LIST ALL PUBLISHED CITIES WITH THEIR URLS].

I am now seeing one of the following issues (choose the relevant one):
A. Multiple pages are ranking for the same query instead of each ranking for its own city.
B. A page for [CITY A] is ranking for searches in [CITY B] instead of my [CITY B] page.
C. None of my city pages are ranking. The only page showing is my main service page.

For the issue I have selected, give me:

1. The most likely cause (structural, content, or technical).

2. Three diagnostic questions I should answer before changing anything (what to check in Search Console, what to look at in the pages themselves).

3. The fix priority: what to change first, second, and third if the diagnostics confirm the likely cause.

Constraints: Do not recommend I delete or redirect any page without telling me exactly what I risk losing by doing so. Do not recommend paid tools. Base recommendations on what I can check and fix without specialist access.

I published a local service page for [SPECIFIC SERVICE] in [TARGET CITY] on [ORIGINAL PUBLISH DATE]. It has been [NUMBER OF MONTHS] since it was last updated. I need to refresh it without rewriting it completely.

Here is the current page content:
[PASTE CURRENT PAGE]

Here is what has changed since the original publication (list anything relevant):
[e.g. we now offer a new service variation, a local competitor closed down, council rules changed, we picked up new reviews, we completed a notable local job, prices have changed in the industry]

Please identify:

1. Which sections are now outdated based on the changes I have listed?
2. Which sections could absorb a freshness update without a full rewrite (a single sentence updated, a new proof element inserted, a FAQ updated)?
3. Is there anything in the current page that is now factually wrong based on what I have told you?

For each identified update, give me a [REPLACE THIS] and [WITH THIS DIRECTION] instruction. Do not write the new copy. Give me the direction so I can update it myself or run a targeted rewrite prompt on that section alone.

If no updates are needed, say so directly.

A competitor has recently published or improved their local service page for [SPECIFIC SERVICE] in [TARGET CITY]. Here is their current page:
[PASTE OR SUMMARISE COMPETITOR PAGE]

Here is my current page:
[PASTE MY PAGE]

I need to identify where my page is now weaker and close the gap without copying their approach.

Please give me:

1. Three specific areas where their page is currently more useful to a buyer than mine (not more polished or longer, specifically more useful).

2. For each of those three areas, suggest a direction I could take that is different from their approach but solves the same buyer need.

3. One area where my page is stronger than theirs that I should reinforce, not change.

Constraints: Do not suggest I copy their structure, their claims, or their phrasing. Different angle, same buyer need. If their advantage is purely that they have more reviews and I do not, flag that as [REQUIRES REAL WORLD ACTION] rather than a content fix.