Service Schema: Stand Out in Service-Based Searches

Service-based businesses face intense local competition, but Service Schema gives you the edge. This specialized markup displays your services, pricing, service areas, and provider credentials directly in search results—helping potential clients find and choose your business over competitors who lack proper structured data.

This comprehensive guide shows you exactly how to implement Service Schema to maximize visibility for your service offerings. Whether you're a consultant, contractor, professional service provider, or local service business, Service Schema is essential for attracting qualified leads.

Why Service Schema is Critical for Service Businesses

Service Schema transforms how your service offerings appear in local and industry-specific searches:

• Display Service Offerings: Show what services you provide directly in search snippets
• Service Area Visibility: Clearly indicate geographic areas you serve
• Pricing Transparency: Display rates or price ranges upfront to pre-qualify leads
• Provider Credentials: Showcase certifications, experience, and expertise
• Local SEO Boost: Improve visibility in 'near me' and location-based searches
• Competitive Advantage: Stand out from competitors with incomplete or missing schema

The bottom line: Service Schema helps the right clients find you at the exact moment they're searching for your services. For foundational schema knowledge, see our WordPress schema guide.

Understanding Service Schema Properties

Service Schema uses specific properties to communicate service details to search engines.

Required Properties

• @type: 'Service' for general services, or specific types like ProfessionalService
• name: The service name or offering
• provider: Organization or person providing the service

Highly Recommended Properties

• areaServed: Geographic locations where service is available
• offers: Pricing information for the service
• serviceType: Category or type of service offered
• description: Detailed description of what the service includes
• aggregateRating: Average rating and review count
• serviceOutput: What the client receives or achieves

Basic Service Schema Implementation

Let's start with a simple Service Schema for a local service business.

Basic Example: Home Cleaning Service

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Home Cleaning",
  "name": "Professional House Cleaning",
  "description": "Professional residential cleaning services including deep cleaning, regular maintenance, and move-in/move-out cleaning.",
  "provider": {
    "@type": "LocalBusiness",
    "name": "SparkleClean Services",
    "url": "https://sparkleclean.com",
    "telephone": "+1-555-123-4567",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "123 Main Street",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "postalCode": "78701",
      "addressCountry": "US"
    }
  },
  "areaServed": {
    "@type": "City",
    "name": "Austin, TX"
  },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "120",
    "description": "Starting at $120 for standard home cleaning"
  }
}
</script>

<!-- This basic Service schema includes:
     - serviceType for categorization
     - name and description of the service
     - provider with business details and contact info
     - areaServed showing geographic coverage
     - offers with starting price -->

Key Implementation Notes:

• serviceType should be specific (Home Cleaning, not just Cleaning)
• provider can be LocalBusiness, Organization, or Person
• areaServed can be City, State, Country, or custom GeoShape for specific regions
• Include contact information in provider for lead generation
• Price can be fixed or use 'starting at' in description

Intermediate Service Schema with Multiple Service Areas

Level up by adding multiple service areas, detailed pricing tiers, and service features.

Intermediate Example: HVAC Repair Service

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "serviceType": "HVAC Repair and Maintenance",
  "name": "Heating & Air Conditioning Services",
  "description": "Expert HVAC repair, maintenance, and installation services. 24/7 emergency service available. Certified technicians with 20+ years experience.",
  "image": "https://example.com/images/hvac-service.jpg",
  "provider": {
    "@type": "LocalBusiness",
    "name": "CoolBreeze HVAC",
    "url": "https://coolbreezehvac.com",
    "logo": "https://coolbreezehvac.com/logo.png",
    "telephone": "+1-555-789-0100",
    "email": "service@coolbreezehvac.com",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "456 Industrial Blvd",
      "addressLocality": "Dallas",
      "addressRegion": "TX",
      "postalCode": "75201",
      "addressCountry": "US"
    },
    "priceRange": "$$"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Dallas, TX"
    },
    {
      "@type": "City",
      "name": "Fort Worth, TX"
    },
    {
      "@type": "City",
      "name": "Plano, TX"
    },
    {
      "@type": "City",
      "name": "Irving, TX"
    }
  ],
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "HVAC Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "AC Repair",
          "description": "Air conditioning system diagnosis and repair"
        },
        "priceCurrency": "USD",
        "price": "150",
        "priceSpecification": {
          "@type": "PriceSpecification",
          "minPrice": "150",
          "maxPrice": "500",
          "priceCurrency": "USD"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Furnace Maintenance",
          "description": "Annual furnace inspection and tune-up"
        },
        "priceCurrency": "USD",
        "price": "99"
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "HVAC Installation",
          "description": "Complete system installation for residential and commercial properties"
        },
        "priceCurrency": "USD",
        "priceSpecification": {
          "@type": "PriceSpecification",
          "minPrice": "3500",
          "maxPrice": "12000",
          "priceCurrency": "USD"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Emergency HVAC Service",
          "description": "24/7 emergency repair service"
        },
        "priceCurrency": "USD",
        "price": "200",
        "description": "$200 emergency call-out fee plus repair costs"
      }
    ]
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "347"
  },
  "slogan": "Keeping Dallas Cool Since 2004",
  "serviceOutput": "Comfortable indoor climate and energy-efficient HVAC operation",
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://coolbreezehvac.com/request-service",
    "servicePhone": "+1-555-789-0100",
    "availableLanguage": ["en", "es"]
  }
}
</script>

<!-- Intermediate schema adds:
     - Multiple cities in areaServed array
     - hasOfferCatalog with multiple service offerings
     - Price ranges for services with variable costs
     - aggregateRating for social proof
     - serviceOutput describing what clients get
     - availableChannel for contact options
     This detail helps clients find the right service -->

What Makes This Intermediate:

• Multiple Service Areas: Array shows all cities served for broader reach
• Service Catalog: hasOfferCatalog lists all services with individual pricing
• Price Ranges: Shows minimum and maximum for variable-cost services
• Customer Ratings: aggregateRating builds trust and credibility
• Service Output: Explains the value and results clients receive
• Contact Channels: Multiple ways to request service (phone, web, languages)

For more on implementing schema correctly, see our guide on avoiding common schema mistakes.

Advanced Service Schema for Professional Services

Advanced implementations include credentials, certifications, service guarantees, and detailed provider qualifications.

Advanced Example: Legal Services

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "ProfessionalService",
  "serviceType": "Legal Services",
  "name": "Business Law & Corporate Legal Services",
  "alternateName": "Corporate Attorney Services",
  "description": "Comprehensive business law services including contract review, corporate formation, mergers & acquisitions, intellectual property protection, and business litigation.",
  "url": "https://example.com/services/business-law",
  "image": "https://example.com/images/legal-services.jpg",
  "provider": {
    "@type": "Attorney",
    "name": "Sarah Johnson, JD",
    "jobTitle": "Senior Corporate Attorney",
    "description": "Board-certified business law attorney with 15+ years experience in corporate transactions and business litigation.",
    "image": "https://example.com/team/sarah-johnson.jpg",
    "memberOf": {
      "@type": "Organization",
      "name": "State Bar of California"
    },
    "hasCredential": [
      {
        "@type": "EducationalOccupationalCredential",
        "credentialCategory": "degree",
        "name": "Juris Doctor",
        "educationalLevel": "Professional Degree",
        "credentialProvider": "Stanford Law School"
      },
      {
        "@type": "EducationalOccupationalCredential",
        "credentialCategory": "certification",
        "name": "Board Certified Specialist - Business Law"
      }
    ],
    "knowsAbout": [
      "Corporate Law",
      "Contract Law",
      "Mergers and Acquisitions",
      "Intellectual Property",
      "Business Litigation"
    ],
    "worksFor": {
      "@type": "LegalService",
      "name": "Johnson & Associates Law Firm",
      "url": "https://johnsonlegal.com",
      "telephone": "+1-415-555-0200",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "100 Market Street, Suite 2000",
        "addressLocality": "San Francisco",
        "addressRegion": "CA",
        "postalCode": "94105",
        "addressCountry": "US"
      }
    }
  },
  "areaServed": [
    {
      "@type": "State",
      "name": "California"
    },
    {
      "@type": "AdministrativeArea",
      "name": "San Francisco Bay Area"
    }
  ],
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Business Law Services",
    "itemListElement": [
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Contract Review and Drafting",
          "description": "Comprehensive review and drafting of business contracts, NDAs, partnership agreements, and commercial leases"
        },
        "priceCurrency": "USD",
        "priceSpecification": {
          "@type": "UnitPriceSpecification",
          "price": "350",
          "priceCurrency": "USD",
          "referenceQuantity": {
            "@type": "QuantitativeValue",
            "value": "1",
            "unitCode": "HUR"
          }
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Business Formation",
          "description": "LLC, corporation, or partnership formation including articles of incorporation and operating agreements"
        },
        "priceCurrency": "USD",
        "priceSpecification": {
          "@type": "PriceSpecification",
          "minPrice": "2500",
          "maxPrice": "7500",
          "priceCurrency": "USD"
        }
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Mergers & Acquisitions Advisory",
          "description": "Complete M&A support including due diligence, deal structuring, and transaction management"
        },
        "priceCurrency": "USD",
        "description": "Custom pricing based on transaction size and complexity. Free initial consultation."
      },
      {
        "@type": "Offer",
        "itemOffered": {
          "@type": "Service",
          "name": "Intellectual Property Protection",
          "description": "Trademark registration, copyright protection, and IP portfolio management"
        },
        "priceCurrency": "USD",
        "priceSpecification": {
          "@type": "PriceSpecification",
          "minPrice": "1500",
          "maxPrice": "5000",
          "priceCurrency": "USD"
        }
      }
    ]
  },
  "termsOfService": "https://johnsonlegal.com/terms",
  "serviceOutput": "Legally sound business structure, protected intellectual property, and enforceable contracts",
  "audience": {
    "@type": "Audience",
    "audienceType": "Business Owners, Startups, Corporations"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "5.0",
    "reviewCount": "89"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "Michael Rodriguez"
      },
      "datePublished": "2025-11-10",
      "reviewBody": "Sarah handled our Series A financing flawlessly. Her expertise in startup law was invaluable. Highly recommend.",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      }
    }
  ],
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://johnsonlegal.com/consultation",
    "servicePhone": "+1-415-555-0200",
    "availableLanguage": "en"
  }
}
</script>

<!-- Advanced schema includes:
     - Detailed provider credentials and education
     - Professional certifications and bar membership
     - knowsAbout for areas of expertise
     - Multiple service offerings with hourly or flat-rate pricing
     - Target audience specification
     - Individual reviews with detailed feedback
     - termsOfService link
     This comprehensive data builds trust and authority -->

Advanced Features Explained:

• Professional Credentials: hasCredential shows education, certifications, and qualifications
• Expertise Areas: knowsAbout lists specific practice areas and specializations
• Hourly vs Flat-Rate Pricing: Different services use appropriate pricing models
• Target Audience: Specifies who the service is designed for
• Professional Affiliations: memberOf shows bar associations and professional organizations
• Service Guarantees: termsOfService provides transparency
• Detailed Reviews: Individual client testimonials build credibility

Service Schema for Different Service Types

Customize Service Schema based on your business type:

Local Home Services

Use LocalBusiness as provider, emphasize areaServed cities, include emergency service availability.

Professional Services

Use ProfessionalService type, highlight credentials, show hourly rates, emphasize expertise areas.

Consulting Services

Include serviceOutput showing results delivered, use Person as provider with credentials, offer initial consultation.

Creative Services

Showcase portfolio in image property, use project-based or hourly pricing, include turnaround time.

Common Service Schema Mistakes

Avoid these errors that reduce service visibility:

Mistake 1: Vague Service Descriptions

The Problem: Generic descriptions like 'We provide quality services' don't help search engines or users understand what you offer.

The Solution: Write specific, detailed service descriptions that include keywords, scope, and deliverables.

Mistake 2: Missing Service Area Information

The Problem: Not specifying areaServed limits local search visibility and wastes clicks from areas you don't serve.

The Solution: Always include areaServed with specific cities, states, or geographic regions you cover.

Mistake 3: Hiding Pricing Information

The Problem: Not including any pricing information makes it hard for clients to assess affordability and fit.

The Solution: Include at least starting prices, ranges, or hourly rates. Even 'call for quote' is better than nothing.

Testing Your Service Schema

Validate Service Schema before deployment:

• Use Google's Rich Results Test to validate syntax
• Verify service areas display correctly in local searches
• Check that pricing information appears as expected
• Test contact information is accurate and clickable
• Ensure provider credentials display properly
• Monitor Search Console for enhancement reports

For comprehensive testing guidance, see our schema validation guide.

Related Reading

• Schema Markup for WordPress: Complete Guide - Implement Service Schema on service pages
• How to Test Schema Markup: Complete Validation Guide - Ensure error-free implementation
• 10 Schema Markup Mistakes That Are Killing Your SEO - Avoid common service schema errors
• Organization Schema: Build Brand Authority in Search - Combine with organization markup

Conclusion: Win More Clients with Service Schema

Service Schema is essential for service-based businesses competing in local and professional markets. It showcases your services, credentials, and coverage areas directly in search results, helping qualified clients find and choose your business.

• Start with basic Service Schema including name, provider, and area served
• Add service catalog with individual offerings and pricing
• Highlight credentials and professional qualifications
• Include customer ratings and reviews for social proof
• Specify all geographic areas you serve
• Test thoroughly and monitor local search performance

Don't let competitors capture clients because you lack proper structured data. Implement Service Schema to stand out in service-based searches and attract more qualified leads.

Ready to generate professional Service Schema for all your service offerings? Try SchemaBooster's AI-powered generator to create optimized service schema in seconds. Start free and watch your service inquiries increase.