Location landing pages are an important part of a website for any business looking to rank in local searches. These pages have the ability to give your business a hyper-local presence without necessarily needing a physical location. Being visible in more markets will increase brand awareness. Additionally, loading them with content tailored for your target areas will attract local customer attention.
Single Location SMBs
One of the more common problems small businesses come to us with is how to successfully target local search for specific regions they do not actually have a physical presence in.
These businesses could be service area businesses looking to broaden their service radius, or brick and mortar businesses that want to draw in customers from nearby cities. Local listings are out of the questions, making local content critical for these types of businesses.
These ideas might work for you:
What’s going on in your targeted communities? A regular presence in active communities is a great way to build brand awareness. Hosting your own events is even better.
Set up a rotation of weekly deals targeting all of your serviced areas.
Publish testimonials from customers in each city your serve.
Multiple Location SMBs
The need for custom content is just as important for multi-location businesses as it is with just a single location. However, the presence of a staffed physical location in your target area allows you to include some other key landing page components:
Name, address, and phone number - You will need to include your NAP for customers to find you and search engines to crawl.
Map and directions - Directions are a good opportunity to include the names of local landmarks or neighborhoods that local consumers will be familiar with.
Service and location info - A description of what you do, products you offer, or anything that might differentiate this store from your other locations.
Review and Listing Links - Provide a way for visitors to access your listings on Google+, Yelp, Facebook and any other platform that acts as both a directory and review platform. Don’t forget to include links to the appropriate landing pages when creating these local listings.
Always ask yourself if the content on your landing pages makes sense being there. Taking the time to build a positive user experience with helpful and relevant content will result in more customers than bland or missing pages.