Local landing page copy doesn’t have to suck.
If you run a business with multiple locations, a key SEO challenge will be writing unique copy for each location.
Most businesses go about this completely wrong.
In their quest to satisfy SEO requirements they write boring, useless copy that immediately tells visitors the page was built for Google – not them. It reads like a bastardized wikipedia page:
“Burnaby is British Columbia’s 3rd largest city, with a population of 223,000. That’s a lot of folks who need a plumber! Whether you live in affluent East Burnaby or you…”
Barf. Who cares?
Not your client. Nobody comes to your website for a geography lesson on their own city (unless you sell geography classes). This is your chance to show that local branches are run by real, relatable human beings – don’t waste it with generic blabber.
7 smarter ideas for local landing page copy:
- Give directions referencing local landmarks (helpful AND unique!)
- Transform local data into a compelling story (e.g., “The average insurance rate in X is Y”)
- Showcase community involvement, including sponsorships, events, etc.
- Gather testimonials from local customers. (This process will help)
- Include a letter or interview from the branch manager as a humanizing touch
- Display local specials and offers
- Profile staff at each location to show customers who they’ll deal with
TL;DR – Like every other page, focus your location pages on the needs of the customer. SEO is important, but showing up is only half the battle.
*This is my fourth post for “Short Month” – a challenge to provide as much value as a long post in just 250 words or less. How am I doing? Let me know in the comments, or hit me up on Twitter @JoelKlettke