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traze

SEO services · by industry

SEO for service businesses

A service business does not sell something people drop into a basket. You sell trust, expertise and an appointment. That means search traffic is only worth anything when it ends in a quote request, a booked call or a completed form. That is what we optimise for: not visitors, but enquiries your team can actually follow up.

Traze researches the questions your prospects ask in Google and in ChatGPT, Gemini and Perplexity, writes pages for them per service, region and funnel stage, publishes them in your CMS and keeps improving them based on what produces enquiries. Automatically, with your approval at every step.

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From €0 per month · cancel monthly · humans in the loop

Funnel Check

Funnel Check

See how your pages divide across attracting, convincing and converting, which stage is missing and what to write first. We read your sitemap, not your whole site.

No login. We read your sitemap and at most twenty pages; nothing is stored.

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Proof · service businesses

Results from comparable programmes

Cases linked to this route. Where there is no match, we show the closest example.

See the results
Organic trafficNL

Rijopleiding

Driving academy

Example data

+3,114

visitors / month

+217%

AI citations: 0 → 27

Organic trafficNL

Bouwmanagement

Construction & PM

Example data

+1,033

visitors / month

+1497%
Organic trafficNL

Vloerenwinkel

Flooring

Example data

+30,000

visitors / month

+300%

AI citations: 0 → 210

Illustrative numbers to show how the system works — not a real customer.

Focus · Lead generation SEO

What lead generation SEO for service businesses focuses on

A service website rarely loses on technical issues and almost always loses on coverage: five service pages, while customers ask hundreds of different questions before they call. These are the six places where we make the difference.

  • 01

    Service pages built on buying intent

    One page per service, per audience and, where relevant, per variant. ‘Boiler servicing’ and ‘boiler replacement’ are two different questions with two different budgets. Every page answers what, for whom, how and what it costs, and ends on a clear next step.

  • 02

    Price and cost pages

    ‘How much does … cost’ is the most searched and least answered topic in nearly every service market. Explaining price ranges and the factors behind them honestly wins the click and the trust, and filters out the enquiries that were never going to fit.

  • 03

    Regional coverage without copy-paste pages

    If you work across several towns or regions, we build location pages that actually say something about that place: projects, travel times, local rules, team members. Not thirty identical city pages with only the name swapped, because Google ignores those.

  • 04

    Compare and convince

    Between researching and requesting a quote there is a stage where people compare providers, weigh alternatives and check objections. Comparison pages, ‘X or Y’ articles and honest answers to ‘is this right for me’ fill that gap.

  • 05

    Visible in AI answers

    More and more people ask ChatGPT or Perplexity for a shortlist of providers. Whoever is named there is on the list before a Google search even happens. We write pages AI engines can cite and measure whether they do.

  • 06

    Measured on enquiries, not visits

    Forms, call buttons, booking tools and chats are tracked as conversions, so you see what every page produces. Pages that attract traffic but no enquiries get rewritten or merged.

How Traze works · six steps

What Traze does for service businesses

The same loop as on every other route, tuned to your market.

See all capabilities
  1. 01Learn · Traze learns your business first.Before it writes a word, Traze studies your brand, tone of voice, products, competitors and customer journey — so everything it makes sounds like you.
  2. 02Plan · It builds the strategy, on its own.Traze maps search queries, AI questions, intent and competitor gaps, clusters what matters and lays out a content calendar. You approve.
  3. 03Write · It writes the content.Articles, landing pages and FAQs, written from your brand profile and strategy to win both classic search and AI answers — with a citability score per page.
  4. 04Publish · It ships everything for you.Approved pages go straight into your CMS, metadata, schema and internal links included, then get submitted for indexing. No manual uploads.
  5. 05Optimise · It keeps improving.Traze watches rankings, AI visibility and per-page performance, then rewrites, restructures or reinforces what lags. Every change is visible in the log.
  6. 06Measure · You see everything, live.One dashboard with organic traffic, AI citations per engine, share of voice and rankings — plus the revenue attached. Not a monthly report, an always-on view.

Pricing · per published page

Pick your plan

For service businesses we usually recommend Growth. Every plan can be cancelled monthly and you can scale up or down later.

All pricing and details

  • Free

    €0per month

    or €0 per month on a rolling monthly plan

    Custom volume

    For webmasters who want to see whether AI mentions their site yet.

    • Site audit after Search Console verification
    • 10 AI prompts tracked in 1 engine
    • Public score badge for your site
    • All free tools without limits
    Start with Free

  • Measure

    €69per month

    or €79 per month on a rolling monthly plan

    Custom volume

    For teams that want to measure AI visibility before having content made.

    • 60 AI prompts tracked across 4 engines
    • Weekly sampling with sources and citations
    • Weekly report by e-mail and in your dashboard
    • Everything in Free
    Start with Measure

  • Start

    €590per month

    or €690 per month on a rolling monthly plan

    10 pages per month

    For businesses building their first long-tail and AI coverage.

    • 10 published pages per month
    • Long-tail and question-based articles
    • Informational pages that feed AI answers
    • Brand profile, strategy and content calendar
    • Publishing into your CMS with metadata, schema and internal links
    • AI visibility and rankings in your dashboard
    Start with Start
  • Recommended

    Growth

    €990per month

    or €1,190 per month on a rolling monthly plan

    20 pages per month

    For teams claiming several topics and building topical authority.

    • 20 published pages per month
    • Everything in Start
    • Cluster-optimised category and product hubs
    • Conversion-aligned service pages
    • Continuous optimisation of existing pages
    • Dedicated success manager
    Start with Growth

  • Scale

    €1,690per month

    or €1,990 per month on a rolling monthly plan

    40 pages per month

    For brands scaling content production and AI visibility across markets.

    • 40 published pages per month
    • Everything in Growth
    • Location pages and multilingual variants
    • Competitor and share-of-voice reporting per AI engine
    • Quarterly strategy with a senior specialist
    • Priority on new CMS integrations
    Discuss Scale

  • Enterprise

    Custom

    Custom volume, page types and terms

    Custom volume

    For organisations with multiple domains, markets or a custom stack.

    • Custom volume and page types
    • Multiple domains and brands in one account
    • Headless/custom CMS via API and webhooks
    • SSO, DPA and security review
    • Named team and SLA
    Discuss Enterprise

Prices per month, excluding VAT, on an annual plan. The rolling monthly rate is listed per plan.

Approach

How Traze approaches lead generation SEO

Traze starts by learning your business: which services you deliver, to whom, in which regions, what a good enquiry looks like and what does not. It then maps every search query and AI question around your services and sorts them into the three funnel stages: attract, convince and convert. The result is a content calendar in which every page has a role and you can see exactly which stage is still empty. See how content strategy works at Traze.

Traze then writes the pages in your tone of voice, with the details only you can provide: how an intake works, which guarantees you offer, what a quote includes. You or a colleague approve, Traze publishes into your CMS with metadata, schema and internal links and submits the page for indexing. No exports, no copy and paste.

Then the real work starts: per page we track rankings, AI citations and enquiries. What performs gets expanded, what lags gets rewritten, and every change is logged so you never have to guess why something moved. See how performance monitoring works.

Deep dive

The building blocks of SEO for service businesses

This is what we concretely build and improve on a service website. Each part plays its own role on the path from first search to enquiry.

Funnel coverage: from first question to enquiry

Most service sites only have the bottom layer of the funnel: service pages and a contact form. But someone googling ‘how long does a building permit take’ today will ask a contractor for a quote in three weeks. Whoever answered that first question is already a familiar name when the quote goes out.

So for every service we map which questions belong to researching (what is it, when do I need this), convincing (what does it cost, what are the options, how do I choose) and converting (how does it work with you, what happens after I enquire). Each stage gets its own pages, and those pages link logically to the next step. Check for free which funnel stage your site is missing.

Service pages that win the click and the enquiry

A good service page is not a brochure. It answers the questions someone asks right before they call: who is this for, what exactly happens, how long does it take, what does it cost and what is the first step. The more concrete, the better. ‘A quote within two working days’ says more than ‘fast service’.

Traze builds those pages per service and per variant, with an FAQ that matches what people also ask, structured data so Google and AI engines understand the content, and a call to action that fits the stage: request a price indication or book a call, rather than the same ‘contact us’ everywhere.

Getting found locally, region by region

For most service businesses the region is part of the query: ‘heat pump installer Bristol’, ‘automatic driving lessons Leeds’. You do not win those with one page for the whole country, but not with thirty identical city pages either.

We build location pages with content that is unique per place, such as recent projects, local team members, specific rules or prices, and connect them to your Google Business Profile and reviews. That creates a network in which every region builds its own visibility. Read more about local SEO.

Being named when someone asks AI for a shortlist

‘Which firms offer commercial legal advice in Rotterdam?’ or ‘which training provider is good for a forklift licence?’: questions like these are increasingly asked to ChatGPT or Perplexity. The answer is a shortlist of three to five names, with sources. If you are not in it, you do not exist for that searcher.

AI engines cite pages that answer a question directly, contain clear entities (who, where, which services, which certifications) and are consistent with what is said about your business elsewhere. Traze writes and structures for that, and measures per engine whether and how often you are mentioned. Read how AI visibility works.

Measuring leads and steering the calendar on them

Traffic is an intermediate step. What counts is the number of enquiries and their quality. We connect forms, phone clicks, booking tools and, where possible, your CRM, so it is visible per page and per topic what it produces.

That data flows back into the calendar. Topics that produce good enquiries get more pages; topics that only attract traffic get sharpened or wound down. If you run HubSpot as both CRM and CMS, we plug straight into it and you see the whole line from page to deal. See SEO for HubSpot sites.

Why Traze

Why service businesses choose Traze

Most service businesses have no content team and no time to become one. Traze does the work that otherwise never gets done, and you keep control over what goes live.

  • Driven by enquiries: every page has a role in the funnel and is judged on leads, not visits.
  • Your knowledge, your voice: Traze writes from your brand profile and you approve before anything goes live.
  • Straight into your CMS: pages go live with metadata, schema and internal links in WordPress, HubSpot, Webflow or whatever you use.
  • Google and AI: the same pages are built to rank in search results and to be cited in AI answers.
  • Predictable cost: a fixed monthly fee for a fixed number of pages, on a rolling monthly contract if you prefer.

Who it is for

Who this works for

  • Installers, contractors and technical service providers who want more quote requests from their region.
  • Training providers and academies that want to be found per course and per location.
  • Consultancies and B2B service firms whose expertise exists but is not online yet.
  • Marketing teams of one or two people who cannot keep up with content themselves.
  • Companies with a sales team that wants better leads rather than more leads.

Ready to turn search traffic into enquiries? Start with a free funnel check of your site.

Start freeBook a demo

Case · service businesses

What this delivers in practice

See how a training provider gained a steady flow of enquiries with question-led pages per course and region, and how a project management firm was found from near zero on questions about permits, costs and planning. The same pattern, coverage per service, region and funnel stage, is what we apply to every service business.

Read the case: Rijopleiding
Organic trafficNL

Rijopleiding

Driving academy

Example data

+3,114

visitors / month

+217%

AI citations: 0 → 27

Illustrative numbers to show how the system works — not a real customer.

FAQ · Lead generation SEO

Frequently asked questions about Lead generation SEO

Direct answers, including what it costs.

Traze works with fixed monthly plans based on the number of published pages: Start (€590 per month, 10 pages), Growth (€990 per month, 20 pages) and Scale (€1,690 per month, 40 pages) on an annual plan. Prefer a rolling monthly contract? That is available at a slightly higher monthly rate. Enterprise is custom. For most service businesses Start or Growth is the logical beginning: enough pages to build coverage per service and region without overwhelming your team.

No time for SEO? Then this is for you.

Want Traze to run Lead generation SEO?

Start with a free check of your site, or book a demo and see how Traze would set up this route for service businesses.

Free AI visibility checkBook a demo