When it comes to marketing your business online, one of the most important things you can do is create effective local landing pages.
Landing pages are designed to capture a visitor's attention and persuade them to take action, such as making a purchase or subscribing to your newsletter.
To be effective, local landing pages need to be well-optimized for search engines and must contain relevant, targeted content that speaks to the needs of your local market.
Today I’ll be sharing some crucial elements you must include on local landing pages to improve your chances of converting leads!
Table of Contents
A local landing page is a page that is created specifically for targeting users in a particular geographic location. It’s different from a general landing page (like your homepage or a service page) in that it contains local information, such as the name of the city or region, and is optimized for local keywords.
For example, this is a local landing page for Brda, an electrical service company based in St. Louis, Missouri.
This page contains location-specific information that explains the company’s experience serving the area. It showcases that they understand the unique electrical challenges and standards in St. Louis while also allowing them to rank for terms such as “St. Louis electrician” or “electrician in St. Louis,” which local users are likely searching for.
Local landing pages help you to rank higher in search engine results for keywords related to your business in a particular geographic area. Performing local SEO best practices can result in more traffic and conversions from potential customers in that area.
In regards to SEO, you’ll reap the benefits in the form of:
Increased Rankings: By optimizing your local landing pages for specific keywords related to your business in a particular geographic area, you can increase your chances of ranking higher in search engine results for those keywords.
Improved Click-through Rates (CTRs) from SERPS: This goes hand-in-hand with increased rankings. As you rank for local keywords (like electrician in St. Louis), you gain access to a more specific audience that is is actually looking for what you offer. Because your page is now more relevant and targeted to the user's search query, you significantly improve your chances of a click to your website.
Improved User Experience: Local landing pages provide users with relevant, targeted content that is specifically designed for their needs and interests. This can improve the user experience and make it more likely that they will take the desired action.
Build Trust and Credibility With Potential Customers: When customers see that you understand their needs and can provide solutions tailored to their specific location, they are more likely to do business with you.
It's one thing to create a local landing page just for the sake of having one, but it's another thing entirely to create a page that performs as expected.
Local SEO for landing pages requires certain elements in order to be effective. Here are 10 of the most important ones:
Your local landing pages should contain location-specific metadata, such as the title tag, meta descriptions and alt tags on images. This helps to ensure that your pages are properly indexed by the search engines and appear in the search results for local keywords related to your business.
Below is an example using the meta data from the Brda Electric location page I shared above.
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Target Keywords: St. Louis Electrician, Electrician in St. Louis, MO Head Title: St. Louis Electrician | Brda Electric Meta Description: Looking for an electrician in St. Louis, MO? Our team understands the area and how to serve you according to the city’s rules and regulations! Heading Tags: H1: Brda Electric: Your Destination for an Experienced St. Louis Electrician H2: Electrical Services in the St. Louis Area |
Read more: How to write a good meta description
Read more: How to use heading tags
The content on your local landing pages should be relevant and targeted to the specific geographic location. In addition to featuring local information, like the name of the city or region, it should also be optimized for local keywords and phrases.
Below is an example of optimized content that shares specific details about the area and why Brda’s electricians are the ideal choice for electrical work in this area.
Read more: How to write SEO-friendly content
Every local landing page should have a call-to-action (CTA) that encourages users to take action, such as contacting you for more information or scheduling a consultation. Make sure your CTA is prominently displayed and easy to find.
It’s easy to see the CTA to request a quote on the righthand side of Brda’s St. Louis landing page.
As I mentioned in the content section, local landing pages should be optimized for local keywords and phrases. This helps to ensure that they appear in the search results for these terms, which can lead to more traffic and conversions.
For businesses with multiple locations, it is beneficial to create separate local landing pages for each location in order to focus on the needs and interests of users in each specific area. You’ll have the opportunity to include a map with directions to your business or service location, which makes it easy for potential customers to find you — even if they’re not familiar with the area.
Make sure to include your address, phone number and email address on your local landing pages. This helps users get in touch with you, whether they want to schedule a consultation or ask a question.
Customer testimonials and reviews provide social proof that others have had a positive experience with your business. This can help build trust and credibility with potential customers, which can ultimately lead to more conversions.
In addition to customer testimonials and reviews, you can also include other forms of social proof on your local landing pages. This could be awards you’ve won, media mentions or even testimonials from industry experts.
Visuals are essential for local landing pages that convert. They help to break up the text, make the page more visually appealing, and can even convey important information more effectively than words alone.
With more and more people using mobile devices to access the internet, it’s important to make sure your local landing pages are mobile-friendly. This means they should be designed to be easy to read and navigate on smaller screens.
Creating local landing pages that convert can be a challenge, but it’s definitely achievable with the right approach. By including these ten elements, you can improve your chances of generating leads and conversions from local traffic. So, if you’re not already using local landing pages, now is the time to start!
If you need help creating effective local landing pages for your business, our team at Human can assist you. Our content and SEO experts understand the importance of local SEO and have the experience and knowledge to create local landing pages that deliver results.
We can help you with everything from meta data to content and calls-to-action, ensuring that your pages are optimized for both search engines and users.
Connect with us to learn more about our local SEO services and how we can help you achieve your goals!