If your business wants to attract more local customers, your website needs to include a section for SEO landing pages. Having a home page, services page and a contact form is no longer enough – to compete for customers in your area, you need niche pages targeting specific towns and counties.
Think about it – if you live in London and want a local tradesperson, you are likely to use phrases like “builders Croydon” or “plumbers in Romford’. Helpful for users and powerful tools for search engines, SEO landing pages can boost your brand visibility, website traffic and sales leads.
UK consumers commit to buying local
According to published data from Barclays on consumer spending trends, two thirds (67%) of UK consumers are concerned that overseas products will become more expensive. Meanwhile, three quarters (71%) say they want to support UK businesses by buying more “Made in Britain” products. Two in five (40%) say they are looking for UK-made alternatives to products they currently buy that are produced abroad.
Capture local search traffic
The art of search engine optimisation (SEO) is to understand what people type into Google or Bing when they require a product or service. Fortunately, there are a number of SEO tools available, and SEO agencies, that can calculate the search volume for each phrase.
Armed with a spreadsheet of data, you can cherry-pick the search terms that best suit your business. Creating local SEO landing pages to match the most popular searches will greatly improve your chances of showing up in local Google results, including the coveted map.
To learn more, read our article ‘Keyword research: 4 steps to improve your website’.
Relevance increases conversions
Ask yourself this: would you be more likely to buy from a generic service page or one that is tailored to your town, including a local phone number?
An SEO landing page that speaks directly to a location feels more personal and relevant to potential customers. Business owners understand the importance of ‘know, like and trust’ in the buying process, and local landing pages demonstrate your knowledge of the area.
Improve organic SEO
Search engines love locations, so it pays to be as specific as possible. By creating a page optimised for keywords like “builders St Albans”, you’re giving Google clear signals about the services you offer and the area you cover.
Local SEO landing pages mean your website will rank for long-tail, high-intent keywords, which are less competitive and more likely to convert. Multiply this by creating pages for each town or city you serve, and your portal will become a local SEO powerhouse.
Compete against bigger brands
While national companies and large franchises often dominate generic search terms, local landing pages can give small and medium businesses the competitive edge. Whether you run a beauty salon or an industrial fabricator, you can attract more clients in your area.
Adding a well-optimised page for “loft conversions in Harpenden” could outrank a national chain that only targets broad terms like “loft conversions UK”.
Hyper-local content that builds authority
Make your local SEO landing pages as targeted as possible to get the most bang for your buck. Avoid writing text that is similar and repetitive, as the page could be downgraded by Google which prefers unique, quality content that will appeal to readers.
For example, your landing page could include testimonials from customers living in the town, case studies from satisfied local clients, area-specific FAQs (e.g. do you cover Luton?) and references to local landmarks, neighbourhoods, schools, companies or events.
This makes your content more engaging to locals and shows you’re active in the community – something both Google and real people love to see.
To learn more, read our article ‘Why hiring a blog writer is a smart move for small businesses’.
Support paid advertising campaigns
If you’re running Google Ads or social media campaigns targeting specific towns, linking those adverts to a relevant local SEO landing page improves your quality score, reduces bounce rate and increases conversion rates.
Imagine the difference between a general page and one that says “proudly serving families in St Albans for over 15 years”.
Learn more about local SEO landing pages
While adding landing pages to a website is simple and affordable, it is a strategy that can deliver huge results. In a nutshell, they can help your business in the following ways:
- Be found by nearby customers
- Gain visibility in local search and maps
- Increase trust and relevance
- To convert more leads
If you cover multiple geographical areas but only have one service page, you’re missing out on website traffic, visibility and potential customers. Need help crafting local SEO landing pages that rank and convert? Let’s have a chat.