Services to Wells started and terminated at a bay platform to the east of the station, while trains to Hunstanton and King's Lynn took the two through platforms. The station was rebuilt at least twice, with the Great Eastern Railway adding platform canopies and a turntable, and improving the platform buildings. More substantial changes were made by the successor London and North Eastern Railway in 1937, as Heacham had become a significant holiday destination and the passing loop needed to accommodate 13-coach trains. The platforms were linked by a lattice girder footbridge and a signal box was placed on the down side. Arriving passengers could lodge at the nearby "West Norfolk" hotel. In 1960–1961, the station offered a camping coach converted from a Pullman car, fitted with a full kitchen, two sleeping compartments and a room with two single beds. A further camping coach was available in 1962–1965.