How to Make Your Local Landing Pages 100% Less Awful
by Joel K

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

  1. Matt says:

    “Give directions referencing local landmarks (helpful AND unique!)”

    SEO wise, this will help quite a bit, as Google uses landmark references in the algo.

  2. Good stuff, Joel. One thing I’ve also done before that’s helped is overlaying text on a photo of something in that area so people feel like they’re in the right place.

  3. Steve says:

    This is brilliant, Joel. I’m currently fighting this battle with a client of mine (and he only has a handful of locations!) and just had a head-smacking moment realising that he has a fair few local-focused testimonials and reviews that we could add to the page. Nice one!

    Also, in addition to landmarks, main roads are a good shout. For my client, he’s just off the A48 and M4 (a major dual-carriageway and motorway leading into Cardiff, respectively). Even if the visitor can look up the address on a map, it’s a quick indicator of their location and also the usefulness of their location (e.g. just off a main road, which indicates that it should be easy to get to, compared to competitors who may be tucked away somewhere else).

  4. […] The copy on this page actually needs to have value (I wrote about this here) – a big hindrance on conversion rates and SEO alike is content that reads like generic fluff for […]

  5. […] The copy on this page actually needs to have value (I wrote about this here ) – a big hindrance on conversion rates and SEO alike is content that reads like generic fluff […]

  6. […] Another from Joel Klettke – on the same theme as “High-Quality” – but looking at local landing pages. When I read this – my mind immediately jumped to generic manufacturer descriptions on product pages, so I think this is a worthwhile read for any site owner on giving the reader what they really want. Read it here… […]

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