14 Jun Landing Pages Best Practices: Creating Local Landing Pages
As a business owner who travels to wherever customers are, you might struggle with driving the right traffic to your website. You target multiple cities on your ad campaigns, you canvas areas with flyers, and you even invest in billboards, but the web traffic still isn’t there and you aren’t generating leads. It sounds like your digital marketing strategy is missing something: local landing pages.
Local landing pages are a great way to grow your web traffic in an organic way and increase the number of leads coming in. Because you travel to wherever your customers are, you work a pretty large territory, which can make search engine optimization and keyword targeting a little difficult.
However, you want to make sure potential customers in all of your areas of service know about your business and your value proposition.
How do you do that? Local landing pages.
What exactly is a local landing page?
It is a page on your website in which you target a specific city or territorial area. This, allows you to attract traffic to your site, but also lets Google and other search engines know that you do business in specific cities or areas.
Your local pages are not a place for you to funnel users back to your homepage or to target multiple locations on a single page.
Instead, these pages need to offer valuable and unique content that allows users to find information, your contact info, and your value proposition.
What are local landing page best practices?
Like with all Internet marketing, there is a right and wrong way to create these pages, though. In the past, landing pages consisted of duplicate content, keyword stuffing, and links back to the homepage or other content higher up in the navigation.
These practices won’t cut it.
In fact, they’ll hurt your digital marketing. You need to focus your efforts on these best practices instead:
Producing Quality Content
It’s no secret that quality content helps websites climb higher in Google results. For a few different reasons, your local landing pages need to have quality content that provides helpful and useful information to users.
One of the most common mistakes made is to use duplicated content. If your local pages use the same content just with the city names swapped out, then the pages won’t ever climb higher in search results. Not only does Google discourage this type of content, but if your users view multiple pages and see the same content, they will be less willing to reach out to you.
Quality, original content provides for a much better user experience while also helping your site climb higher in search results. A good rule of thumb is if you can’t write unique and original content, don’t write the page.
Focusing on Specific Locations
Does your business cover an entire state? A major metropolitan area? A few rural towns? Every business covers a unique area and your landing pages need to reflect that.
For the business covering an entire state, it’s perfectly acceptable to create a page focused on the entire state, but you need to make sure your keyword reflects that. For example, if you’re a plumber servicing all of New York, the keyword needs to be something similar to “New York Plumbers.” If people aren’t using the state name when they search for your type of business, then they probably won’t find that page.
Most of the time though, you’re better off creating more specific local landing pages that target cities or towns. Doing this, will allow your site to appear in more searches. However, creating 500 pages in an effort to cover every city in New York isn’t the best way to approach this.
You need to create specific pages that target 5-10 cities or towns in which you conduct business. Doing this will help you reach the audience you want and connect with your ideal customers.
Segmenting Your Audience
Your local landing pages are the perfect place to segment your audience. Because the people searching for services, like the ones you provide, typically use the city name in which they live during searches, they are already segmenting themselves out.
When you send them to your home page or another page on your site to find information, you are undoing that work. Segmentation allows you to speak more directly to your user and better compel them to take action, which can result in website lead generation.
When users search for information on search engines, they are looking for specific answers. Your landing pages should answer those questions. Provide contact information, forms, and other helpful info, instead of directing users to contact pages or even service pages.
Local pages can lead to increased sales
When you follow the above best practices with local pages, you also increase your chances of climbing search engine results, capturing leads, and generating sales.
With local landing pages as part of your overall strategy, you can segment your audience, generate leads, and grow your web presence. But, if done incorrectly, the pages can hurt your web presence, resulting in a lower number of leads and less traffic.
Creating effective local landing pages isn’t an easy task. Anyone can slap some content on a webpage and upload a photo. You need a digital marketing strategy that implements best practices for web pages to grow and expand your business.
Want to learn more about attracting leads and creating effective web pages? Check out these posts: