Have you ranked your local pages on search engines? Creating local pages should be part of your strategy if you are going for a multi-location businesses. Your online visibility can skyrocket and attract local customers looking to buy what you’re offering. In this guide, we will go over how to create service-area landing pages that rank well in search engines and can help you convert more visitors into buyers.
Why Local Pages are Important
Local pages can go a long way for businesses with multiple locations in and out of the UK. They provide specific information for each area so customers can find services near them. Optimising these pages businesses can improve both your foot traffic.
Why Local Pages Matter
- Targeted Visibility: Local pages can help businesses target specific geographic areas so customers can find them.
- Better User Experience: When you provide relevant information like store hours and services offered, local pages can readily give buyers the information they need to decide and helps improve the overall user experience.
- Higher Conversions: Well optimised local pages can lead to higher conversion rates as they target those with immediate needs.
How to Create Effective Local Landing Pages
Creating local landing pages involves several steps. Each page should be designed with the user or your target audience in mind so it meets their needs and expectations.
1. Do Your Keyword Research
Before you start building your local pages you need to do your keyword research. This will help you find the terms and phrases that your potential customers are using to search for your services.
- Use Local Keywords: Use location specific keywords in your content. For example instead of just “plumber” use “plumber in Manchester”.
- Long-Tail Keywords: Focus on long-tail keywords that reflect specific services and locations, for example “emergency plumbing services in Manchester”.
2. Optimise Your URL Structure
A clear and concise URL structure is important for both users and search engines. Each local page should have a unique URL that reflects its content.
- Descriptive URLs: Use URLs that describe the content of the page, for example yourbusiness.com/plumber-manchester.
- Avoid Complex Structures: Keep URLs simple and avoid setting up parameters that can confuse users and search engines.
3. Create Unique Content for Each Location
Each local page should have unique content that speaks directly to the local audience. This includes information about the services offered, local promotions and community involvement.
- Localised Service Descriptions: Tailor your service descriptions to the local market.
- Community Involvement: Mention any local events or partnerships that show your business is part of the community.
UX Design
UX plays a big role in local pages. A well designed page can generate more interest which can lead to higher engagement and conversion rates.
4. Call-to-Action (CTA)
Every local page should have a clear and prominent call-to-action. This guides the user to the next step, whether it’s to buy, book a service or contact your business.
- Action Oriented Language: Use phrases like “Get a Quote”, “Book Now” or “Visit Us Today” to encourage immediate action.
- Visible CTA: Make sure your CTA is easily visible and accessible on the page.
5. Mobile Optimisation
With a lot of local searches being done on mobile devices, make sure your local pages are mobile friendly.
- Responsive Design: Use responsive design techniques so your pages look great on all devices.
- Fast Loading Times: Optimise images and minimise code to improve loading times, slow pages can lead to high bounce rates.
Building Trust
Trust is a key factor in converting visitors into customers. Your local pages should convey trust and credibility.
6. Customer Reviews
Incorporate customer reviews and testimonials whenever possible to increase credibility. Positive reviews from local customers can influence potential buyers.
- Local Reviews: Feature reviews that mention the local branch or service.
- Ask for Reviews: Actively ask satisfied customers to leave reviews on your Google Business Profile and other platforms.
7. Trust Signals
Other than reviews, consider adding trust signals to your local pages. These can be certifications, awards and affiliations with reputable organisations.
- Badges: Use trust badges to show your business’s credibility, for example membership in local business associations.
- Awards: If your business has won any awards display them on your local pages.
Local SEO
To make sure your local pages rank well in search results, you need to local SEO techniques.
8. Google Business Profile
Your Google Business Profile (GBP) is a key part of local SEO. Make sure each location has a fully optimised profile.
- Complete Information: Fill out all relevant fields, business hours, services and contact information.
- Keep it Fresh: Update your profile with any changes to services, hours or promotions.
9. Local Citations
Local citations are mentions of your business found on other websites. These can include directories and review sites. Building citations can improve your local search visibility.
- Consistent NAP: Make sure your Name, Address and Phone number (NAP) are consistent across all platforms.
- Submit to Directories: List your business in relevant local directories to increase visibility.
Measure and Improve
Once your local pages are live. you need to monitor their performance and make adjustments whenever the need arises.
10. Track Metrics
Use analytics tools to track your local pages. Key metrics to monitor:
- Traffic Sources: Where are your visitors coming from and which pages are performing best.
- Conversion Rates: How many visitors are taking the desired actions on your pages.
11. A/B Testing
Consider A/B testing to see which elements of your local pages work best. This will help you optimise your pages for better performance.
- Test CTAs: Experiment with different call-to-action phrases and placements to see what works best for your audience.
- Test Design: Test different layouts and designs to find the most user friendly options.
Wrapping Up Local Pages
Designing local pages is a key part of being a multi-location business looking to increase online presence and conversions. When you are focusing on keyword optimisation, UX, trust building and local SEO techniques, you can create pages that rank higher than most on search engines that helps your target audience find you faster.
The goal is to provide valuable information that meets the needs of your local customers. With the right strategies in place, your local pages can be powerful tools to attract and convert customers in your service areas.
Book a meeting with our local pages experts here at We Get Digital. We’ll make sure your local pages are not only informative but also engaging and conversion focused. We’ll help you create those local pages that will put your business on the map.
