A developer published a follow-up on his side project, a collection of browser-based tools. Over three months his Google clicks went from 3 to 664 and his average position moved from 61.3 to 23. He credits a handful of unglamorous changes, then describes a technical audit that turned up bugs which had been live for months without him noticing.
The part worth your attention is his first point, because it is the same mistake plenty of local business sites make. He gave every single tool its own web address with its own content, instead of one generic page that changes based on what you click. His reasoning: someone searching for a very specific thing will not find a catch-all page, because that page is not really about anything.
Translate that to your business. If you offer six services and all six live on one "Services" page, you have one page competing for six different searches. Someone in Anthem typing a specific problem into Google is not looking for a menu. A separate page per service, each with real detail on it, gives search engines something specific to match.
His second point matters if your site was built with a modern JavaScript framework: he makes sure the finished HTML (the plain text version of the page) exists before Google arrives, rather than being assembled in the visitor's browser. If your site is a standard WordPress or Squarespace build, this is already handled and you can ignore it.
His third point is the one people resist. He wrote several thousand characters per page: comparison tables, step-by-step guides, ten or twelve genuine questions and answers. Not filler. The kind of thing a confused visitor would actually read.
And his titles were written against a problem, not a product name. "Convert WebP to JPG" became a line about the file not opening in Photoshop or at the print shop. Same tool, different starting point.
What to do: count the services on your site and count the pages. If those numbers do not match, that is your next conversation. Also worth asking: has anyone actually checked the site for silent errors lately? His audit found months-old bugs he had no idea were there.
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