Local landing pages are a surefire way to increase traffic, boost conversions, and generate leads, all of which will ultimately lead to more customers and increased revenue. It’s the ‘secret weapon’ that small to medium-sized businesses use to gain a competitive edge and market domination.
However, to generate these leads and increase conversion rates, you need to learn how to create an effective local landing page that works.
According to Think with Google, 18% of local smartphone searches led to a purchase within a day compared to 7% of non-local searches, while 72% of consumers that did a local search visited a store within five miles.
By using an effective local landing page to connect with local users, there is a high chance they will end up spending money with you.
This how-to guide will teach you the basics of creating great local landing pages and give you actionable tips and suggestions on how to increase traffic, conversions, and leads with your local landing page.
What Is a Local Landing Page?
First, let’s start by defining what a local landing page is.
Also known as geo-targeted or targeted landing pages, these web pages are specially designed to target customers within a specific geographic market while relying on local SEO strategies.
More Than a Standard Dedicated Landing Page
Local landing pages are much more than your standard landing page.
While the same elements that make a standard dedicated landing page effective are needed for local pages as well, there need to be additional features to make them effective at attracting potential local clientele.
The Benefits of Local Landing Pages
For small and medium-sized businesses, local landing pages are the best option.
They allow you to create a hyper-focused page on a specific geographic location to capture leads from people who match your target demographic.
And since search engines like Google are focused on aligning search results with user intent, they reward effective local landing pages with higher rankings.
This means your business is easily found in a Google search with local intent, increasing visibility, lead generation, and conversion rates.
So while the benefits of having local landing pages to a locally dependent business are clear, how to construct one that will actually be effective is the challenge we mean to address.
7 Key Elements of Effective Local Landing Pages
Just because you have a local landing page doesn’t mean it will automatically work for you. Your local landing pages need to be effective to get the results you’re looking for.
There are a few crucial elements that go into creating an effective local landing page:
1. A Compelling Reason Why You Deserve Consideration
Your landing page is an opportunity to inform and sell your business and products to potential customers. To make the most out of this space, consider adding a compelling reason why potential customers should choose your business over your competitors.
This can be anything from quality products, affordable prices, free delivery, or special offers. Customers are more likely to purchase if they understand why your business is worth considering.
2. Embedded Map
One of the most critical elements of your local landing page is the embedded map. This is how your target audience will be able to find you.
Think about it – your customers want to know where they can find you and exactly what route they need to take.
Using a Google Map is the best way to do this as it’s highly visible, and most people know how to use them. An embedded map within your landing page will increase visibility and pinpoint precisely where your business is located.
At the same time, it’s important not to include too much information on the map itself. Keep it simple and make sure your Google Map is clickable, meaning visitors can click through to get more information.
Also, if you are using your local landing page for a brick-and-mortar store, make sure to include the route planner so people will know how to get there.
3. Directions
When developing your local landing pages, remember that your address, contact details, and directions are the key points people need to see. Since you are likely attracting visitors from a wide area, make it easy for them to find your business.
To do this, include your address along with clear directions on how to get there. You should also make sure the map location marker is on your actual business address and not a nearby landmark or location. To avoid confusion keep the direction clear and easy to follow.
Pro Tip! Link the directions from Google Maps into this section to create additional local relevancy and proximity signals!
4. Hours of Operation
Your hours of operation are crucial for informing customers about the daily business operations. If you’re selling a product or service, your hours of operation are important to inform customers about the availability of your business.
Including the hours your business is open will allow interested customers to plan their visits easily. For the most part, these hours should remain consistent.
Ensure you update them if there are any changes so visitors know exactly when they can visit and plan accordingly. Consider also indicating days you are closed to avoid customers planning unnecessary visits.
5. Local Testimonials and Reviews
Testimonials are an essential element of any local landing page. They are great for establishing trust, showing potential customers who else is already using your business, and building a great first impression.
Besides, testimonials help potential customers relate and make them more likely to become a customer themselves. This is why it’s essential to include local testimonials on your local landing pages.
When customers see that someone in their area has used your business, they will be more inclined to do the same.
Attaching a photo to each testimonial is also vital to help customers see that it’s real. This adds another layer of credibility and makes your testimonials more effective.
6. Local FAQ with Markup
Often, customers have questions about your business when they’re considering making a purchase. This is why it’s crucial to include a local FAQ on your landing page.
A local FAQ provides customers with a list of frequently asked questions and answers that help ease their concerns. Most FAQs include standard questions about the business, products and services, general policies and procedures, and frequently asked sales questions.
Ensuring your local FAQ has proper markup is also vital for local search engine optimization (SEO) purposes. This way, customers can find your questions easily and with less hassle.
7. Local Images
With users becoming more skeptical about the validity of local businesses in their towns, cities, and neighborhoods, adding local images on your local landing pages will help you establish credibility and trust.
Take photos of your local business, products, staff, and even your customers.
Local images help potential customers see that the business is real and active in their area. If you have a physical store for your business, take photos of it and add them to your landing page.
Avoid using stock images – instead, personalize your page by using real photos of your business.
Key Takeaways
Local landing pages are an important part of an effective website and digital marketing strategy. They help establish local credibility and increase conversions by offering essential information to potential local customers.
If you are unable to do it yourself, partnering with a reputable digital marketing agency is critical for creating effective local landing pages and digital marketing solutions.
LocalBizGuru is a reputable Cleveland-based SEO and digital marketing agency offering innovative solutions to small and medium-sized businesses like yours to increase their online visibility and improve return on investment.
Our Local SEO experts will create personalized online marketing solutions to help you grow your business. Contact us today to schedule an appointment and learn how we can help you.
