If you want to attract more local customers to your website, you need to create a perfect local landing page. A local landing page is a web page that targets a specific geographic area and offers relevant information and solutions to the visitors. In this article, you will learn how to create a perfect local landing page that ranks well on search engines and converts more leads.
The first step to create a perfect local landing page is to know your audience. You need to understand their needs, preferences, challenges, and goals. You also need to research the local market, competitors, and keywords. This will help you craft a unique value proposition and a compelling message that resonates with your audience. You can use tools like Google Analytics, Google Trends, and Google Keyword Planner to gather data and insights.
To create a perfect local landing page: Clear Messaging: Communicate your value proposition and relevance to local visitors upfront. Local Keywords: Incorporate local keywords in content and meta tags for SEO. Contact Information: Display accurate business name, address, phone number, and map. Localized Content: Highlight local benefits, events, or testimonials to resonate with the community. Call to Action: Include a clear and localized CTA guiding visitors to take desired actions. Reviews and Testimonials: Display positive local reviews to build trust. Mobile Responsiveness: Ensure a seamless experience on mobile devices. Loading Speed: Optimize for fast page loading to reduce bounce rates. Local Schema Markup:
Going deeper: Know your customer. How do you solve their problem - why do you do it the best - what do they really want and need from your product/service? How do you make their lives easier? In their exact words, how do they describe the problem you solve? And what relief will they feel when the problem is solved? (HINT: the last two are marketing messaging GOLD NUGGETS for your biz!) The only way to really find out is to conduct research on real customers. Although a form is okay for sampling people, it's usually best to hear them speak their replies. It's more authentic and delivers the best "nuggets." Use these nuggets in your core messaging to connect instantly with your customers and inspire them to take action.
To create a perfect local landing page for SEO and user engagement: Research local keywords to target. Craft a clear and compelling headline. Provide valuable, relevant, and engaging content. Include essential local information (NAP, hours, map). Showcase positive customer reviews and testimonials. Use high-quality images and videos. Include a clear and prominent call-to-action (CTA). Implement local business schema markup. Incorporate location-specific keywords naturally. Ensure mobile optimization. Optimize page load speed for a better user experience. Offer clear navigation to relevant pages. Secure your website with an SSL certificate. Provide contact information, including a contact form.
Know your audience, solve their problem, and see what they are looking for and how easily they can find it. Make it interactive. It should be there in local language so that they can read
Getting to know your audience and how your business can offer them value is a perfect step in creating a converting landing page. This will allow you to speak the language they can relate with through the content on your landing page
The second step to create a perfect local landing page is to optimize your title and meta tags. These are the elements that appear on the search engine results pages and influence the click-through rate. You need to include your target keyword, your location, and your benefit in your title and meta tags. You also need to make them catchy, relevant, and concise. For example, if you are a dentist in Boston, your title tag could be something like "Best Dentist in Boston | Affordable and Quality Dental Care".
This is one of the quickest and easiest ways of transforming your site and bringing traffic to your website. We can help with this and focus on words and tags that are going to bring the right people to you.
Optimising Title Tags & Meta Descriptions is one of those "quick wins" that experts often talk about - and for good reason. When utilising relevant target keywords in metadata which matches the intent/content of the page itself, it can help your page improve organic visibility in terms of both keyword ranking & CTR (clicks through rate) from the SERP. The benefit of an optimised meta description is that naturally it allows for more keywords so adding a USP or a benefit of the business can be really helpful to improve your organic CTR. Optimising metadata not only helps site visitors understand what the page is about but also helps contextualise the page for search engines such as Google to better understand the page.
I agree with Toby that it's one of the quickest and easiest ways to improve your on-site SEO. However I would not say "transforming your site" because it's only a small step among a significant journey, if that makes sense... you gotta walk many steps for your SEO to really crush. In competitive industries and areas, simply using a strategic title tag and meta description may be nearly ineffective on its own without other SEO efforts. However in tiny geographic areas and places with basically no competition for what you offer, using excellent title tags and descriptions can make a big impact. I've seen that firsthand. Doing SEO since 2005, I can say there are so many variables to consider that are only discovered from trial and error.
Let's continue the example with the restaurant I gave above. Title tag: "Tony's." Not okay. "Tony's — Italian Restaurant." Okay... ish. "Tony's — Family-Friendly Italian Restaurant in Los Angeles, CA" Better. Meta description: Empty. Bad. Rehashing the title. Equally bad. "Your new favorite pizzeria in LA: pasta, woodfired pizza, traditional Italian food. Order online or dine-in." Better.
A/B testing meta titles and descriptions on high organic search volume pages can provide transparent click-through rate (CTR) data. It’s best practice to consistently test to improve your CTR.
The third step to create a perfect local landing page is to write engaging and informative content. Your content should address the pain points and questions of your audience, provide value and solutions, and persuade them to take action. You should also use headings, subheadings, bullet points, images, and videos to make your content easy to read and scan. You should also include your target keyword and location naturally and strategically throughout your content.
In other words, forget about the generic, AI-generated crap all your competitors' agencies are using anyway and write copy that a human would actually want to read—or hire someone who's better at copywriting than you are to do it for you.
Create content that makes sense to local users. Address their pain points and make sure information like opening hours, address, phone number, product or menu listings, etc. are available on the landing page. Also, make use of Google Business Profile, Bing Places for Business, or other relevant listing profiles.
The fourth step to create a perfect local landing page is to add local trust signals. These are the elements that boost your credibility and authority in the eyes of your audience and search engines. Some examples of local trust signals are testimonials, reviews, ratings, awards, certifications, accreditations, logos, social proof, and contact details. You should also add schema markup, which is a code that helps search engines understand and display your information better.
You can use reviews from Google My Business and other sources to make your local pages more unique and relevant, especially if you have multi-locations or a wide service area, so your [service] + [location] pages become unique and more relevant.
In additional to testimonials, I recommend using powerful photography and images to instantly catch the eye and attention of your clients. I've seen brand photography + a refreshed website completely transform a business vibe from *cough cough* (embarrassed) to Completely Confident basically overnight with the launch. I always advise clients to really honor the power of the images they choose and share. Hiring the right photographer is super helpful to ensure you have a great experience and the photos are fabulous and perfectly on-theme. Communication and preparation are also important for brand photo shoots. Ultimately your brand photos can help you build trust with new clients and create instant connection.
If you are a business that has some reviews on your Google Business account, these reviews can be pulled through plugins or web apps to be displayed on your landing page. These reviews will carry Google batch which will boost your website's credibility and search engine optimization
Yes, you need social media profiles and positive customer reviews. Sure, citations and yellow papers wouldn't hurt. But, please, don't stop there! Ask for testimonials from your customers and put the best ones, with their names or initials, on your website. Give your local newspaper something to write about by telling them your business' story. Support the local kids' football team, give discounts to their families, and ask the parents to spread the word about your business. Donate money to the town kindergarten, school, or university and see if they're willing to write about it in their blog or website. The best trust signals come when you're doing good and you're *actually* part of the local community. Period.
The fifth step to create a perfect local landing page is to include a clear and strong call to action. This is the element that tells your audience what you want them to do next and why they should do it. Your call to action should be visible, prominent, and easy to follow. You should also use words that convey urgency, value, and emotion. For example, if you want your audience to book an appointment, your call to action could be something like "Schedule Your Free Consultation Today".
Call-to-action should align with the goal of the created landing page and the specific stage of the sales funnel where the website visitor is located. For instance, if the targeted keywords pertain to the initial stage of the sales funnel, the call to action should be tailored accordingly and not prompt an action that the landing page visitor may not be prepared for yet. Certainly, the CTA should be prominently displayed and easily noticeable. It is also beneficial to include the CTA in multiple locations to facilitate a seamless user experience, making it as simple as possible for the reader to take action.
I can't speak enough about calls to action. I wouldn't suggest making any marketing content without a call to action - especially digital content. I often look at a billboard, a social post, a blog post, and wonder - what was I supposed to do? Think back to the Milk campaigns of our youth - "Got Milk?" - sometimes it is that simple. And it will stick, I promise.
Have one call to action per page: "Make an appointment." "Book a table." "Schedule a demo." "Buy now." Make it big, bold, obvious. Put it in a button. Use contrasting colors so it stands out. If the links in your site are blue, make the button red. (Use a tool like Coolors.co to find a matching color and make it look good if you don't have a designer or agency supporting your website.) Remember, visitors go to your website to get a job done—identify every page's job and make it stupid easy for visitors to get it done.
The final step to create a perfect local landing page is to test and improve your local landing page. You need to measure the performance and effectiveness of your local landing page using tools like Google Search Console, Google PageSpeed Insights, and Google Optimize. You need to analyze the metrics like traffic, ranking, bounce rate, conversion rate, and user behavior. You need to identify the areas of improvement and implement the changes accordingly.
Here’s the quick checklist I often use to create and rank landing pages for local audiences: 1. Hit Google 2. Enter your target keyword 3. Copy the first 4-5 URLs from serp & put them on Ahrefs/Semrush. 4. Find the other common keywords that these pages are ranking for (keep these keywords noted somewhere) 5. Closely analyse the content flow of top ranking pages & draw a common hierarchy. 6. Create the content for your page with the content hierarchy we just analysed in the above step. 7. Inject all the keywords we figured out earlier (step 4) 8. Add as many faqs you could that potentially answers all your the questions your users may have. 9. Lastly don’t forget to interlink the page (make sure the page is contextually interlinked)
Bear in mind that there is no perfect landing page. You can optimize for the gros of your target audience but there will always be individuals which still won’t be compelled by your landing page. 90% is also good enough.
To create an effective local landing page for your business, consider the following steps: 1. Identify your target audience: Understand the demographics, preferences, and needs of your local audience. This will help you tailor your landing page content to resonate with them. 2. Optimize for local SEO: Conduct keyword research to identify relevant local search terms. Incorporate these keywords naturally into your page title, headers, content, and meta tags. Include your business name, address, and phone number (NAP) prominently on the page. 3. Highlight local relevance: Showcase your connection to the local community. Highlight any local partnerships, events, or sponsorships you are involved in. This demonstrates your commitment to the lo
Quick Contact Forms The landing page should simplify the process for potential customers to get in touch. A concise contact form can do wonders. Keep it short and sweet: name, email, message. Done. They'll appreciate the no-fuss approach. Mobile-Friendly Design Remember, mobile-first is the name of the game. Your local landing page should look and work great on smartphones and tablets. Most people browse on their phones, so if your page is clunky on mobile, you'll lose potential customers faster than you can say "Swipe left." Page Load Time Matters. You've got about 3-5 seconds to capture a visitor's attention. If your page takes ages to load, they'll likely hit that back button faster than you can say "loading."