In my last CRO post, we looked at some basic principles for creating landing pages that drive conversions. In this one, I’m going to discuss how to set the stage for conversions at the local level.
Local pages are a type of landing page designed to support hyper-local search queries–think “dentist in Boston,” “wedding vendor in Los Angeles,” or “gyms in San Diego.”
So, how do you structure a local page? Well, a lot of it comes down to your Google My Business Profile, Schema, and mobile-friendliness. Read on and I’ll dig into the details.
What You’ll Learn:
- The basics of local pages
- Using Google My Business and local schema
- The importance of having reviews and ratings
- Why you should embed a map of your business location
- Utilize local directories with consistent NAP listings
Local Page Basics
So, how, exactly, is a local page different than your typical landing page? Well, in a lot of ways, local and traditional landing pages are quite similar.
What makes local pages unique is, they’re designed to target a searcher that is looking to convert fairly quickly. We’re talking about a group of people who don’t have a lot of time and have probably done some research.
You’ll want to include a headline and a short description that reveals the what, why, and unique value prop behind your business. And, like standard landing pages, local pages should pass the “seven-second test.”
In the realm of local, focus on promoting action in clear terms over being clever. ”Contact,” “call,” “send message” are all common local page CTAs that make life easy for mobile users.
Additionally, websites with multiple locations need to make sure that all landing page copy is original and specific to the location–otherwise, Google may end up rewriting your descriptions for you.
Beyond these basics, you can provide more information through additional modules (think reviews, testimonials, FAQs, etc), local schema, and consistent NAP.
Here are a few things to know:
Google My Business & Local Schema are Key
A complete GMB profile and local schema allow you to tell search engines exactly who you are, what you do, when you’re open, and where you’re located–among other key details.
These elements, along with third-party listings, give searchers all of the information they need without leaving the SERPs.
For example, this Wendy’s listing provides an address, store hours, delivery options, and more to local diners:
Reviews & Ratings
Reviews are super important for local businesses. I mean, how often will you take a chance on a restaurant, auto repair shop, a dentist, and so on, if they have no reviews?
Reviews and ratings can be included on the page and marked up using schema so that star ratings show up in the SERPs when someone performs a local search.
So, if you type in something like “best dentists in Los Angeles,” the star ratings appear in the local three-pack, giving you a starting point for your research.
Or, if you search for “San Diego Best Buy stores,” rating schema shows up in the organic results:
Keep in mind, Google no longer allows “self-serving” reviews for LocalBusiness and Organization schema.
This webmaster post describes it in more detail, though essentially, this just means that Google doesn’t display rich results in situations where a business controls the reviews themselves.
Additionally, make sure you create a review generation strategy, as Google looks at both the number of reviews and your aggregate score (among other factors) to determine rankings.
Make Sure You Embed a Map
Local rankings are determined based on relevancy (does it match searchers’ intent?), prominence (reviews and reputational signals), and proximity.
As such, it’s really important that in addition to reviews and relevant details, every local page includes a map. This way, you can let customers know where you’re located and which areas you serve.
The map generally embedded by Google My Business and links back to the GMB listing. You can set this up by editing your GMB profile.
Don’t Forget About Local Directories
Sites like Yelp, Facebook, and other local directories will link back to specifically to the local page.
As such, it’s critical that your name, address, and phone number (NAP) listings–as well as any other key details–remain consistent across all local listings. This signals to Google and searchers alike that your business is “legit.”
If you search for Los Angeles pizza delivery, the local pack will serve up the top-rated places nearby. Further down the page, you’ll see Yelp, GrubHub, DoorDash, and so on–which present more ranking opportunities for pizza places hoping to attract new customers.
To sum up, every local page should include a headline and descriptive text, a quick CTA, review schema, and a map. While many of these elements aim to boost SERP performance, they also help ensure that those seeking more information land on the page that best meets their needs.
In this next section, I’m going to cover e-commerce pages and how to optimize for more sales.