Start with the decision
Plan each page around a real customer question. A service page should explain the offering, likely scope and next step in plain language. Use a clear title and description that reflect the page instead of repeating the same list of keywords everywhere.
Design out the friction
Organise pages so people can find related services and contact information without guessing. Use descriptive link text, readable headings and helpful image descriptions. During a redesign, review existing URLs and plan how changed pages will be reached.
Learn after launch
Check the published content for broken links, outdated details and pages that no longer serve a purpose. Search visibility takes ongoing attention and depends on more than the website alone. Keep improving the usefulness of the content without promising a ranking.