Creating location-specific landing pages is a smart way to attract local customers and boost your website’s visibility in search engines. These pages are designed to target visitors searching for services or products in a specific area. If you’re new to this, don’t worry! This guide will walk you through the process step by step.
Step 1: Understand the purpose of location-specific landing pages
Before diving in, it’s essential to understand why these pages are valuable. Location-specific landing pages help:
- Improve local SEO: They make it easier for people in a particular area to find your business when searching online.
- Increase conversions: Tailoring content to a local audience makes it more relevant which can lead to more sales or enquiries.
- Build trust: Showing that you operate in a specific location can make your business seem more accessible and trustworthy.
Step 2: Choose your locations
Start by identifying the areas you want to target. These could be cities, towns, neighbourhoods or even specific regions. For example, if you run a plumbing business in Manchester, you might create separate pages for Manchester, Stockport and Salford.
Tip: Focus on locations where you know there’s demand for your services or where you want to grow your business.
Step 3: Plan your content
Each location-specific landing page should have unique content tailored to the area. Here’s what you should include:
- Headline: Mention the location in the headline. For example, “Reliable plumbing services in Manchester.”
- Introduction: Briefly introduce your business and mention the specific area. Make it clear that you serve this location.
- Services: List the services you offer in that location. Be specific and mention any local regulations or needs.
- Testimonials: If possible, include reviews or testimonials from customers in that area. This builds credibility.
- Contact information: Provide your business’s contact details, including a local phone number if you have one. You can also embed a Google Map showing your service area.
Tip: Use local keywords naturally throughout the content to improve your chances of ranking in search engines.
Step 4: Create the landing pages
Now it’s time to build your pages. Most website builders like WordPress, Wix or Squarespace make this easy. Here’s a simple process you can follow:
- Duplicate a template: Start with a basic landing page template. Duplicate it for each location you want to target.
- Customise the content: Update the content to reflect the specific location. Change the headline, introduction and any other location-specific details.
- Optimise for SEO: Include the location in the URL (e.g. www.yourwebsite.com/manchester-plumbing). Add relevant meta titles and descriptions, incorporating local keywords.
- Add images: Use images that resonate with the local audience. For instance, include pictures of landmarks or local projects you’ve completed.
Step 5: Test and launch
Before launching, review each landing page carefully. Check for:
- Accuracy: Make sure all the information is correct, especially location details.
- Functionality: Test all links, forms and maps to ensure they work properly.
- Mobile-friendliness: Ensure your pages look good on mobile devices, as many users will access them this way.
Once everything looks good, publish the pages on your website.
Step 6: Promote your pages
Creating the pages is just the first step. Now, you need to drive traffic to them. Here are some ways to promote your location-specific landing pages:
- Local SEO: Optimise your Google Business listing and encourage local customers to leave reviews. This will help your pages rank higher in local searches.
- Paid advertising: Consider running Google Ads targeting people in the specific areas you’ve created pages for.
- Social media: Share your landing pages on local online communities or groups to generate awareness.
Step 7: Monitor and improve
After your pages are live, track their performance. Use tools like Google Analytics to see how much traffic each page gets and whether visitors are converting (e.g. filling out a form or making a purchase).
If a page isn’t performing well, consider updating the content, improving the SEO or experimenting with different images or headlines.
Tip: Regularly update your landing pages to keep them fresh and relevant. Add new testimonials, update service offerings or change images to reflect the seasons.
Final thoughts
Creating location-specific landing pages can significantly boost your local presence and attract more customers. By following these steps, you’ll have a set of pages that not only rank well in search engines but also resonate with local audiences. Remember, the key is to make each page as relevant and helpful as possible to the people in that specific area.
Good luck with your landing pages! If you keep your audience in mind and focus on providing valuable, location-specific content, you’ll see great results.
Featured image by Tim Mossholder via Pexels