Titles and headings
The title tag is what shows in a tab and often in the result. It should name the job and, when it is true, the place. The H1 should match that promise, not a clever headline that hides the work. I do not write titles like “Quality Electrical Solutions | Your Trusted Partner.” Nobody searches that.
Every page of a package gets this treatment. It is included. It is not a $200-per-URL upsell after you have already paid for the site.
Copy that could be read out loud
If you would not say it to a customer in the driveway, it does not go on the page. Assistants, and people, skip filler. They want: do you do this, in this town, what happens next, how do I reach you. Specifics beat adjectives. “We have replaced panels in brick ramblers in Fairfax for twenty years” beats “best electrician near you.”
I will use the words people type. I will not repeat them until the paragraph is unreadable. Stuffing is easy to detect now, and it makes the page worse for the only reader who can hire you.
Links inside the site
A service page should point at the towns where you do that job. A town page should point at the services you actually sell there. Related work gets a sentence and a link, not a sidebar of every URL you have. Crawlers follow this. So do people.
