How to set up the content on your service pages for SEO

Your service pages are often the highest-value SEO pages on your site. Each page targets a specific patient search which means, it has the potential to bring in patients who are actively looking for the exact treatment you offer. The content on each page should answers the patient's questions, builds their confidence, and gets them to book. This guide walks you through what to add to every service page and how to set it up.
 
 

How to Add a Service Explanation Section

Your service explanation answers the first question every patient has: what is this service, and will it help me? If your website is connected to Jane, your Service pages with some of this content will already be coming through from your Jane account. It is worth reviewing and expanding to make sure it is written in plain language for a patient who has never heard of this service before.
 

1. Once you're logged in to Jane Websites, navigate to the service page you want to update and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block.
3. Click the Pencil icon to start writing content.
4. Write an H1 and H2 in the Heading and Subheading area, explaining what the service is in plain language. You'll want to avoid clinical jargon, and write for a patient who has never heard of this service or treatment before.
5. Follow with one sentence in the Body Text area, explaining who this service is best suited for. For example: "EMDR therapy is particularly effective for people who have experienced trauma, PTSD, or anxiety that feels difficult to address through talk therapy alone."
6. Click the Update Block Element to save your progress.

How to Add a Conditions We Treat Section

Your conditions section can be a very important SEO section on a service page. It tells Google exactly what patient searches this page is relevant to. Including a list of conditions on the service page itself is a strong starting point. You can also create individual pages for each condition you treat can boost your search visibility even further, since patients often search for their specific condition rather than the name of a treatment. 
 

1. To add a Conditions We Treat Section, navigate to the service page you wish to edit and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block.
3. Click the Pencil icon to start writing content.
4. List each condition or problem your service addresses on the service page. Be specific, as "Post-Traumatic Stress Disorder (PTSD)" ranks better than "trauma-related conditions" because it matches the exact terms patients search for.
5. Under each condition, add one to two sentences explaining how your service helps with that specific problem.
6. Click the Update Block Element to save your progress.
7. Optional: Create a dedicated dropdown menu in your navigation called Conditions We Treat and build an individual page for each condition you address. For example: Anxiety, PTSD, Chronic Pain. Individual condition pages give Google more content to index and increase your chances of being found by patients searching for their specific situation. You can learn How to create a new page and How to create a dropdown menu, to create your new Conditions dropdown menu.

How to Add a What to Expect Section

A what to expect section reduces anxiety for new patients which can increase the likelihood of booking. This is also a good place to include practical details like what to bring, what to wear, and parking information, basically anything that helps a patient feel prepared before they arrive.
 

1. Once you're logged in to Jane Websites, navigate to the service page you want to update and click the Add Block button on the left hand side of the page.
2. Select an FAQ Block.
3. Click the Pencil icon to start writing content, both in the heading and questions and answers.
4. Write questions and answers that cover what a typical session looks like from the patient's perspective, like what happens when they arrive, what the treatment involves, and what they can expect to feel during and after. 
5. Include practical preparation details as individual FAQ questions. For example: "What should I bring to my first appointment?", "What should I wear?", or "Where do I park?" 
6. Keep this section warm, reassuring and positive. The goal of this section is to make a first appointment feel less intimidating.
7. Click the Update Block Element to save your progress.

How to Add a Practitioner Credentials Section

Patients want to know who will be treating them and whether that person is qualified. Including practitioner information on your service page is not redundant, because it keeps the page unique and gives Google additional signals that your content is legitimate and trustworthy.
 

1. Navigate to your service page and click the Add Block button on the left hand side of the page.
2. Select a Text Media Block.
3. Click the Pencil icon to start writing content.
4. Introduce the practitioner or practitioners who deliver this service. Include their name, credentials, and a brief description of their experience with this specific treatment.
5. Scroll to the Button Section and add a link to each practitioner's full bio on your About page or on their personal bio page.
6. Click the Update Block Element to save your progress.

How to Add a Booking and Insurance Section

Insurance can be an important factor in a patient's decision to book, as many patients will not move forward without knowing their coverage is accepted. Making this information clear can give patients the confidence to book.
  

1. Navigate to your service page and click the Add Block button on the left hand side of the page.
2. Select an FAQ Block.
3. Click the Pencil icon to start writing content.
4. Add a question and answer for each major insurance-related concern patients are likely to have. For example: "Do you offer direct billing?", "Which insurance providers do you accept?", or "How does insurance work for this service?"
5. Include your fees for this service or a note directing patients to contact you for pricing.
6. Scroll to the Button Section and add a clear booking call to action that links directly to your Jane booking page. For example: "Book your first appointment today."
7. Click the Update Block Element to save your progress.
    

How to Add Internal Links to Related Services

Internal links help patients explore your full range of services and help Google understand how your pages connect. You do not always need a dedicated block for this, as links to related services can be woven naturally throughout your page content wherever they fit.
  

1. Navigate to your service page and click the Pencil icon  on the content block where you want to add related service links.
2. Within the body of the content, add links to two or three related services where they fit naturally. For example: "You may also be interested in our Cognitive Behavioural Therapy or Somatic Experiencing services."
3. Use descriptive anchor text for each link. You'll want to avoid generic phrases like "click here" or “learn more.”
4. Click the Update Block Element to save your progress.

You're all set! Every service page on your site now has the content it needs to answer patient questions, build trust, and convert visitors into booked appointments. A well-written service page is one of the most effective long-term drivers of new patient traffic, and now your pages are set up to perform.