TL;DR
Creating content for local landing pages is essential for businesses aiming to attract and retain customers in specific geographic locations.
These pages serve as targeted touchpoints that highlight your offerings, address local needs, and improve your visibility on search engines.
Crafting them effectively can mean the difference between being found by your audience or lost in the sea of competitors. Here’s how you can master this art.
Understand your audience and their local context
Before diving into content creation, take the time to truly understand your local audience. Who are they, and what challenges or needs do they face in your target location?
Tools such as Google Analytics and local surveys can help you uncover demographic insights. For example, a business targeting customers in Birmingham might emphasise specific trends or concerns unique to the area, such as public transport connectivity or local shopping preferences.
Engaging with local communities through events or partnerships can also provide valuable insights. Hosting a small business day or participating in a city-specific initiative can help you learn more about your audience while fostering a strong connection.
Leverage local keywords strategically
Local keywords are the backbone of your landing page. These terms help search engines understand your page’s relevance to the target location. For instance, instead of generic terms like “best bakery,” opt for “best bakery in Leeds” or “artisan bread Leeds.”
However, avoid stuffing keywords unnaturally. Integrate them seamlessly into headlines, subheadings, meta descriptions, and throughout the body content. Use tools like Google’s Keyword Planner to discover high-performing local phrases.
In addition, consider long-tail keywords that reflect local search habits. For instance, people might search for “eco-friendly cleaning services in Brighton” rather than just “cleaning services.”
Related read: How To Find Keywords For Local SEO
Incorporate localised content elements
Make your landing page resonate with the community by including locally relevant elements:
- Local images and videos: Show visuals of your storefront, team, or popular landmarks nearby. For example, a Manchester-based florist might include photos of bouquets with the city’s skyline in the background.
- Testimonials from local customers: Genuine reviews from customers in the area build trust and make your business relatable. Including phrases like “John from Bristol” adds authenticity.
- Awards: Highlight any awards, accreditations, or partnerships with local organisations. For example, if you’ve won “Best Local Cafe” in Glasgow, prominently feature this accolade.
Focus on addressing local needs
To make your landing page effective, it’s crucial to address specific local needs or pain points. Consider questions your audience might ask. For example:
- “Are there affordable car servicing options near me?”
- “What’s the best place for family dining in Liverpool?”
Answer these queries directly in your content. Including information like operating hours, directions, and services available at your location makes your page helpful and informative.
If you offer unique services tailored to the local market, make sure to highlight them. For example, a pet grooming service in Cornwall might showcase its expertise in handling breeds common to the region.
Maintain consistent NAP details
Your Name, Address, and Phone Number (NAP) must remain consistent across all platforms. Discrepancies can confuse customers and harm your local SEO rankings. Ensure that these details appear prominently on your landing page, ideally in the header or footer.
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Did You Know? Google’s local ranking factors highlight consistent NAP details as a key determinant of visibility.
Create a unique page for each location
If your business serves multiple areas, avoid the temptation to use a single generic page. Instead, craft unique content for each location. For instance, a property management company operating in London, Manchester, and Edinburgh should create separate pages catering to the nuances of each city’s housing market.
This approach prevents duplicate content penalties and makes each page more relevant to its respective audience. Tailoring your tone and examples to the local audience can also boost engagement.
Use schema markup for local SEO
Schema markup helps search engines understand the specifics of your business. Implement local business schema to highlight details such as your address, opening hours, and services.
For example, a restaurant in Glasgow can use schema to display its menu and customer ratings in search results, increasing click-through rates.
Schema can also help display special features like seasonal offers or holiday hours, which are especially useful for local businesses during peak shopping periods.
Related read: What Is Schema SEO?
Ensure fast load times and mobile optimisation
With over 84% of local searches performed on mobile devices, having a mobile-friendly landing page is non-negotiable. Use responsive design, optimise images for quick loading, and ensure that key information is easily accessible on smaller screens.
Include call-to-actions (CTAS) that drive engagement
Every landing page should have clear, compelling CTAs. Use action-oriented language like “Call us for a free quote in Sheffield” or “Visit our Birmingham showroom today.” Tailor these CTAs to your audience’s needs, ensuring they’re relevant and specific.
Position your CTAs strategically. Placing them at the top of the page, within the content, and again at the end ensures visibility without overwhelming the user.
Build trust with authenticity
Local customers often seek businesses they can trust. Include authentic elements like:
- Team introductions: Share photos and short bios of your team members, especially if they’re locals themselves.
- Community involvement: Highlight any community events you’ve sponsored or participated in. For example, a Cardiff-based gym could showcase its charity fitness challenge.
Transparency about pricing, policies, and services also fosters trust. For instance, a mechanic in Nottingham could outline their pricing structure and include a section addressing common FAQs.
Integrate social proof
Social proof, such as customer reviews, case studies, and media mentions, reinforces credibility. Display positive reviews from platforms like Google My Business or Trustpilot.
Stay updated with local trends
The preferences and behaviours of local customers can change over time. Stay updated on local trends, news, and events that might impact your audience.
Regularly updating your content ensures relevance and signals to search engines that your page is active and maintained.
Taking your local pages to the next level
Creating effective local landing pages requires strategy, insight, and a commitment to understanding your audience. Whether you’re looking to optimise existing pages or build them from scratch, our team is here to help you succeed with local SEO.
Related read: Local SEO Services
