Skill packs
Local personal services skill pack
Med spas, gyms, salons, photographers, tattoo studios, pet services, tutoring, coaching, cleaning, event services. The personal-services pack tunes briefs and drafts for service businesses where the practitioner-relationship and the experience itself are part of the product.
Page archetypes
| Archetype | What it's for |
|---|---|
| Homepage | Main business landing. Establishes feel, lists services, points to booking. |
| Service / treatment page | One specific service — Botox treatment, deep-tissue massage, balayage. The bulk of the SEO surface. |
| Class / program page | Recurring class, multi-session package, group-coaching cohort. Different from a one-off service: scheduled, often packaged. |
| Portfolio / gallery | Visual sub-verticals — photographers, tattoo, hair stylists. The work IS the case study. |
| Practitioner bio | One stylist, one trainer, one coach. Trust signal at human level. |
| Pricing / packages | Common in personal services where pricing transparency converts. |
| Location | City or neighborhood served. |
| Educational | Top-of-funnel. "How often should you get a facial", "What to expect from your first tattoo". |
What this pack emphasizes
- Experience framing — the visit itself is part of what's bought, not a transactional step
- Practitioner-as-product — bios punch above their weight; readers pick by who, not just by what
- Honest pricing — "starts at" language, package pricing where it fits, financing for med-spa
- Booking friction — minimize it; online booking links above the fold
- Schema:
HealthAndBeautyBusiness,SportsActivityLocation,BeautySalon, etc. depending on sub-vertical
What this pack avoids
- Med-spa pages: outcome guarantees ("guaranteed wrinkle removal"), specific medical claims that need a physician's sign-off
- Photographers: stock-photo-style aspirational copy disconnected from actual work
- Pet services: implying veterinary services unless licensed
- Coaching: implying therapy / mental-health treatment
FAQ patterns
- "How long does the appointment take?"
- "Do you offer packages or memberships?"
- "What should I bring / wear?"
- "Are walk-ins available?"
- "Do you offer gift cards?"