Local landing pages are website pages that display a specific city or geographical location of a business. This type of landing page works very well for multi-location businesses who want to advertise their different locations, or for service area businesses (SABs), who want to advertise that they service a number of areas around the city in which they are physically located.

So now that you know what local landing pages are, how do you design them, and what type of content do you fill them with to make sure that they work?

Competitor Research

It’s always smart to know what the competitors are up to. So check out the landing pages of every local competitor that you have, and grade them on what you like and what you don’t like: is their content useful and engaging? Is their page designed with UX in mind? Is there a clear call-to-action on the page? What keyword or keywords are they targeting?

Build Your Visuals

If you’re a multi-location brick & mortar business, there may be a certain element of your business that is different between locations: for example, maybe the pizza shop downtown has a party room for group events, whereas the pizza shop uptown has a unique bar setup with a tapas lounge. Take advantage of these differences by posting video tours or professional photos of each location on each landing page. Any element that could be relevant to specific search-groups (for example: a mom wanting to host a private-room pizza party for her young son vs. a couple on a romantic first date) should be highly visible and advertised on the local landing page.

Visuals for an SAB will run along the same thread: a landscaping company servicing the downtown City all the way out to the Suburbs may want to promote their diversity in all areas.  Their local downtown Vancouver page could promote their skills in landscaping smaller plots of land or unique rooftop patios, while their local Suburb page could showcase larger jobs on acreages or wrap-around yards.

Build Your Content

Once you know the visual theme you want to go with for each local landing page, you’ll need to create your content around it. Remember what you learned from scoping out your competitor’s pages, and build off of it to create your own unique introduction to your location’s products or services.

Some examples of what you might include:

• Every major city or area served
• Every service offered to every type of client (ie: landscaping for downtown patios vs. landscaping for suburb acreage properties)
• Tips or Advice specific to each city
• Special offers or coupons specific to each location
• Warranties or service guarantees offered
• Showcase any well-known clients (ie: “We’re proud of the landscaping job we did for Mayor John’s house”)
• Partnerships or support of local charities, organizations or sports teams
• Target keywords

Start with a unique introduction to your business, what you do, your specific location, and services/products specific to that location. Add in any project or customer testimonials, which may tie into the visuals you’ve already pulled together; brick & mortar businesses can also use this space to link to third-party review site profiles, like Yelp, Google, Foursquare, etc., as well as all social media site profiles.

Remember to include calls-to-action throughout your content, such as sidebar form submissions to “Request an estimate now!”, “Contact us for more information” or “Join our mailing list for 10% off your next purchase!” And don’t forget to optimize for your target keywords throughout all content, to help with your overall SEO.

To Wrap-Up…

This format of building out local landing pages for multi-location business and service area businesses is consistent and scalable for growing companies, and will highly impact the success of your local SEO efforts. If, after making these changes to your local landing pages, you’re still having difficulties with your inbound marketing, it might be time for you to receive an in-depth inbound assessment by one of our Certified Inbound Specialists. Click the image below to get started.