Most pest control websites have four pages: Home, Services, About, Contact. Sometimes a Reviews page. That was a complete website in 2012.
The problem is not that those pages are bad. It is that they answer questions nobody searches. Nobody types "services" into Google. They type "how much does termite treatment cost in Tulsa", and your Services page — which lists termite treatment alongside eleven other things in a bulleted list — is not a credible answer to that.
Here is what a pest control site actually needs, and what each page has to do to be worth having.
One page per pest. Not one page listing pests.
This is the single biggest structural change most sites need.
A Services page that lists ants, roaches, termites, bed bugs, rodents, wasps, spiders and mosquitoes in a bulleted list ranks for none of them. Eight separate pages, each one genuinely about a single pest, can rank for all eight.
Each of those pages should cover:
- How to confirm that is what you have, with enough specifics that the reader can actually check
- What the damage or risk actually is, honestly, including when it is minor
- What professional treatment involves — what happens, how long, how many visits
- What it costs, as a real range
- What the homeowner should do before the appointment
- Whether it comes back, and what your warranty covers
That is a real page. It will be a thousand words or more, and it will bring in work for years.
The town pages
If you cover six towns, you need six pages, and they need to be genuinely different from one another.
The failure mode here is obvious and common: the same four hundred words with the town name swapped. Search engines have been detecting that for a decade, and readers notice it faster than that.
A real town page has things in it that could only be written about that town. The housing stock and its age. Which pests are actually worse there and why — river valley, older sewer system, farmland at the edge, whatever it is. Neighbourhoods you cover. How long you have worked there. If you cannot think of three true, specific things to say about a town, you probably should not have a page for it.
The cost pages
"How much does pest control cost" and its variations are among the highest-intent searches in the trade, and almost every company in the industry refuses to answer them.
The reason given is always the same: it depends. It does depend. Give a range anyway.
A page that says "initial roach treatment for a typical three-bedroom home runs $180–$350 depending on severity; quarterly maintenance is $95–$130; a heavy infestation in a multi-unit building is quoted after an inspection" is enormously more useful than a form.
You will get fewer phone calls from this page. You will spend far less time on calls that were never going to book, and the people who do call have already decided the price is acceptable. Most owners who make this change report the same thing: fewer calls, more jobs.
The seasonal pages
Pest control demand is not flat, and neither is search volume. Termite swarmers in spring. Wasps and hornets in high summer. Mice moving indoors with the first cold nights. Overwintering stink bugs and box elder bugs in autumn.
The mistake is publishing these when the season starts. A new page takes months to rank, so a wasp page published in July is useful next July, not this one.
Write them three to four months ahead. The rodent page goes up in July for October. That single habit is worth more than most of the other advice here.
The trust pages
These do not bring traffic. They close the people traffic brings.
A real About page. Not "we are a family-owned business committed to excellence". Who started it, when, why, what they did before. Photographs of actual people. The number of trucks. This is the page a nervous customer checks before letting somebody into their house.
Licensing and insurance, stated plainly. Your licence number, what it covers, your insurance, any certifications. Some customers will not book without seeing it, and very few will call to ask.
A safety page. Children, pets, pregnancy, asthma, fish tanks, vegetable gardens. What you use, what the re-entry interval is, what precautions are needed. This is the number one anxiety in residential pest control and almost nobody addresses it directly.
A warranty or guarantee page. What is covered, for how long, what voids it, and what happens if the pests come back. Vague guarantees reassure nobody.
The question pages
Everything a customer asks before they are willing to commit, each one as its own page rather than buried in a FAQ accordion.
- Do I have to leave the house during treatment?
- How long does treatment take?
- What do I need to do before you arrive?
- Do I need a contract, or can I book one visit?
- What happens if it does not work?
- How soon can you come out?
These are short pages, three or four hundred words. They rank easily because almost nobody writes them, and they catch people at the exact moment they are deciding whether to call.
If you only have three months, write these
Thirty pages is the destination. It is not where anybody starts. If you can only commit to twelve pages, here is the order that gets the most out of them.
- Your three highest-margin pest pages. Not your three most common — your three most profitable. Termite, bed bug and wildlife work usually beats general ant service, and the search volume is more than enough.
- Your main town page, done properly. The one where most of your work already is.
- Two cost pages for the services you most often get price-shopped on.
- The safety page. Children, pets, re-entry intervals. This one converts far above its traffic.
- The next season's pest, written three months early.
- Four question pages. Do I need to leave the house, how long does it take, what do I do beforehand, what if it comes back.
That is twelve pages and roughly three months of work, and it covers every stage of the decision rather than piling everything into one. A site with twelve pages spread across the whole customer journey outperforms a site with thirty pages that are all about ants.
What this adds up to
Eight pest pages, six town pages, three or four cost pages, four seasonal pages, four trust pages, six question pages. Thirty-odd pages, against the four most companies have.
At four articles a month, that is roughly eight months of work. Which is the real reason most pest control websites still have four pages — not because owners do not know this, but because writing thirty pages is a job, and it is the job that always loses to a busy Tuesday.
That is fine. It just means it has to be somebody's actual job, whether that is a person you hire, an afternoon you defend every week, or somebody you pay to do it. What does not work is intending to.