We talk often about local listings, your Google My Business profile, and improving search rankings at the local level. But once you’ve won the click in the SERPs and delivered a searcher to their post-click destination, what kind of experience does your brand offer? Without the right local landing page features in place, your brand risks losing conversions and worse, a loyal customer.
Pop-ups, signup boxes, landing pages, and the “Wheel of Fortune” are all among the tools and tactics brands use to engage consumers on-site. Of these, local landing pages have the highest conversion rate by far at 23%. This is your opportunity to engage, intrigue, and provide compelling information that will help your searcher convert to a customer, whether in-store or by ordering online for delivery or, increasingly, curbside pickup.
So what makes an effective local landing page? Check out these 5 top elements you’ll want to include in your brand’s local pages to encourage conversions and customer loyalty.
It’s not a new trend, as Google has been rewarding mobile-friendly pages with higher rankings on smartphones since 2015. In a 2018 analysis of the top-ranking landing pages across 50 U.S. metros, 86% of top landing pages were mobile-friendly.
Smartphone search has overtaken desktop search in the U.S. and Canada, and local search is increasingly being done on mobile devices. Mobile-friendliness will only continue to increase in importance, especially with Google’s web experience algorithm update coming in 2021.
For more tips on how to make your local pages more mobile-friendly, download our 2020 Mobile Local Playbook. Learn more about what consumers look for when performing local searches, how to optimize the customer experience and some important mobile-friendly strategies that will boost local conversions.
2. Unique Local Content
Relevant, engaging local content is key to both your local online presence and your customer’s experience. Showcase your location-specific events and promotions while aligning with corporate-approved content. Include business hours, details about events, photo/banner images, and relevant Calls To Action (CTAs). Keep measuring and refreshing content to see what resonates with your audience best.
What are the best ways to differentiate content on a great local landing page? These are some personalized pieces of content you may want to include:
- What you do in that region
- Where you do it in that region
- What offers do you have specific to that store?
- Who are your customers in that region
- What they say about you in that region
- How someone finds you in that region
- Who is on your team in that region?
Avoid keyword stuffing. Resist the temptation to take shortcuts by using duplicate content from other pages. When you are just getting started, you may have some templated content to use in multiple locations but should strive to have unique local content for each location as your local strategy matures.
Don’t forget to optimize for voice search. Voice retail will hit a whopping $40 billion in the U.S. by 2022, and FAQs are a great format for voice. The Petco FAQs main locator page is a great example of using FAQs to answer common consumer inquiries received in a format that can help you rank for Position Zero and in voice search results.
For more helpful local content tips head over to our blog post, 7 Content Tips for More Effective Local Online Marketing.
3. Quality, Relevant Local Backlinks
High-quality backlinks are still considered the currency of the web and as such, are some of the most powerful search engine optimization signals.
Plan to perform an audit of your local backlinks profile across the brand. You might use:
As part of your link building strategy, reach out to your community. Your online presence should be optimized for the various communities you are a part of or wish to target. For each one, look into local resources that will provide you with relevant backlinks and boost your local SEO. You can connect with community-based websites, reach out to relevant local publications to be a guest contributor or be interviewed, and host or sponsor local events.
Get creative. Here are 8 different link building ideas to inspire your local managers and franchisees.
4. Clear, Intuitive Calls to Action
Design your page for skimmers or cursory readers—those who scan the page. Most online users don’t read every word on a webpage but are looking for the main idea or a very specific piece of information. Use bullet points, short paragraphs, and an active voice to help readers scan your brand’s local pages.
What is it that you want searchers to do once they have found you? Test your CTAs, buttons, form fills, how many fields you have in your form, etc. You may need to change your strategy in keeping with COVID-related business interruptions, eg. changing your CTA from in-store promotion to online ordering.
5. Built-In Measurement & Insights
It is critical to have a direct line of sight into your brand’s local presence and performance across any directory, device or demographic. Rio SEO’s Local Pages integrate with custom tools and all best-in-class analytics engines including Google, Omniture, and Tealium Data Layer.
With Rio SEO Local Pages, you can:
- See real-time data for all your locations with a reporting dashboard, benchmark reporting, and industry-standard analytics.
- Quickly share dashboards by email or custom web reports with an intuitive online portal.
- Assess your local effectiveness and take action with page activity metrics and competitor ranking.
Not sure where or how to get started? You might choose to begin by refining the location pages that currently have the highest traffic, or those with the greatest revenue-driving potential. Our free, custom local audit can help you better understand your brand’s current position in local markets and prioritize your efforts for the year ahead.