Local landing pages are a surefire way to increase traffic, increase conversions, and generate leads, which will ultimately lead to more customers and more revenue. It is the “secret weapon” that small and medium-sized enterprises use to gain competitive advantage and market dominance.
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 with 7% of non-local searches, while 72% of consumers who 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 that they will end up spending money with you.
This hands-on guide will teach you the basics of creating great local landing pages and give you practical tips and tricks 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, relying on local SEO strategies.
More than a standard dedicated landing page
Local landing pages are so much more than your standard landing page.
While the same elements that make a standard dedicated landing page effective are also needed for local pages, additional features are needed to make them effective in attracting potential local customers.
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 acquire leads from people who match your target demographic.
And because search engines like Google focus 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 for a locally dependent business are clear, how to build one that is actually effective is the challenge we intend to tackle.
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 some crucial elements that contribute to the creation of an effective local landing page:
1. A compelling reason why it deserves consideration
Your landing page is an opportunity to inform and sell your business and products to potential customers. To get the most out of this space, consider adding a compelling reason why prospects 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 buy 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 which path they need to take.
Using a Google map is the best way to do this as it is highly visible and most people know how to use them. A map embedded on your landing page will increase visibility and point out exactly where your business is.
At the same time, it is important not to include too much information on the map itself. Keep it simple and make sure your Google map is clickable, which means visitors can click to get more information.
Also, if you’re using your local landing page for a physical store, be sure to include the route planner so people know how to get there.
3. Indications
When developing your local landing pages, remember that your address, contact details, and driving directions are the key points people need to see. Since it is likely to attract visitors from a large area, you 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 that the location marker on the map is on the actual address of your business and not on a nearby landmark or location. To avoid confusion, keep the direction clear and easy to follow.
Professional tip! Connect the Google Maps directions in this section to create additional signals of local relevance and proximity!
4. Opening hours
Your opening hours are key to informing customers about day-to-day business operations. If you are selling a product or service, your opening hours are important to inform customers about the availability of your business.
Including your business opening hours will allow interested customers to easily plan their visits. For the most part, these hours should remain consistent.
Be sure to update them if there are any changes so visitors know exactly when they can visit and plan accordingly. Also consider indicating closing days to prevent customers from scheduling unnecessary visits.
5. Local testimonies and Reviews
Testimonials are an essential element of any local landing page. They are great for building trust, showing potential customers that others are already using your business, and creating a great first impression.
Additionally, testimonials help potential customers connect and make them more likely to become customers themselves. This is why it is 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 crucial in helping customers see it’s real. This adds another level of credibility and makes your testimonials more effective.
6. Local FAQ with markup
Customers often have questions about your business when they are considering making a purchase. This is why it is vital 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 alleviate their concerns. Most frequently asked questions include standard business, product and service questions, general policies and procedures, and sales FAQs.
Ensuring that your local FAQs have 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 increasingly skeptical about the validity of local businesses in their cities, towns and neighborhoods, adding local images to your local landing pages will help build credibility and trust.
Take photos of your local business, products, staff, and even your customers.
Local imagery helps prospects see that the business is real and active in their area. If you have a brick and mortar store for your business, take photos and add them to your landing page.
Avoid using stock images – instead personalize your page using real photos of your business.
Key takeaway
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’re unable to do it yourself, partnering with a reputable digital marketing agency is critical to building effective local landing pages and digital marketing solutions.
LocalBizGuru is a reputable SEO and digital marketing agency based in Cleveland that offers innovative solutions to small and medium-sized businesses like yours to increase their online visibility and improve their return on investment.
Our local SEO experts will create custom online marketing solutions to help you grow your business. Contact us today to make an appointment and find out how we can help you.
