Local SEO Landing Page Design
Local SEO landing pages are probably the most important pages of your local business website.
After all, landing pages are the ones that actually help you convert visitors into paying customers.
And what is a local business without customers, revenue, and profit?
If you have poor landing page designs, visitors will not convert.
Without conversions, you will only see higher costs and lower return on investment (ROI) on your SEO campaign.
In this post, I share a few very important tips that you can use to create your own local SEO landing pages. Following these tips, and you will see much better conversions on your landing pages.
Let’s begin.
1. Don’t Target Multiple Regions or Cities
It can be very tempting to target multiple regions or cities on one landing page. In the end, this is what you want, i.e., to target as many areas as you can with your local business website so you can get more customers and business – on separate, town-specific landing pages.
When you create a local landing page for your local business website, start slow. Just pick the towns that are most important and most relevant for your business. More importantly, start targeting the towns and cities that you believe will yield the highest return on investment (ROI).
2. Target Keywords Wisely
I’ve written extensively on this topic in the past, here are a couple of articles to read and our keyword profit calculator tool:
3. Avoid Thin-Content Pages
If you are selling digital products or services, you may have a full-fledged sales funnel with multiple landing pages. However, the scenario changes somewhat in case of local businesses.
When it comes to local business websites, it is very important to avoid thin-content pages that do not add a lot of value in the sales funnel. In other words, to have landing pages just to create a sales funnel is not recommended.
Otherwise, if a page is just there to move the user to the next landing page (where all the information resides) why would Google rank the first page in the search engine rankings? Make sense, right?
Make sure that every landing page adds a lot of value for your user. If it doesn’t, don’t create it. Instead, mix the content of each page and amalgamate it into a single landing page.
4. Tightly Group Landing Pages
Don’t be afraid of having multiple landing pages on your local business website.
The structure you create for landing pages on your local business website plays an important role — not in terms of SEO, but also when you eventually run PPC ads to drive traffic and customers to them.
When you run PPC ads to drive traffic and conversions, you want to squeeze every potential of conversion.
Tightly-grouped landing pages also help you get better Ad Quality Score in Google AdWords and more targeted visitors from the SERPs.
5. Page Headlines
When it comes to landing pages, in general, the page headlines are often the most crucial aspects.
A poor page headline — despite how good the rest of the content is — will fail the entire landing page. It is because almost 80% people only read the headline of the page. Based on what they perceive, they decide whether they should continue reading or not.
Also, the headline of the page must grab the attention of your landing page visitors and keep them hooked. The attention-span of an average online user is just 8 seconds, according to a study. In comparison, the attention span of a goldfish is 9 seconds.
It is the headline that ultimately grabs that attention and encourage website visitors to read till the end.
And remember, the more time website visitors (coming from the SERPs) spend on your website’s landing page, the more positive signals search engines receive. Ultimately, they rank your landing page higher in the search engine rankings.
6. Product Features and Product Benefits
Although product features or product benefits do not help directly in optimising SEO of a webpage, they are, still, crucial elements of a landing page.
Without mentioning the features of your product and the benefits it offers to your target audience, you cannot expect to have a very high conversion rate off your landing page.
The key here is to understand that mentioning product features is a necessity. However, it is the ‘product benefits’ section that ultimately convinces visitors to take the next step.
7. Social Proof
Do you have a good product that is genuinely helpful and valuable to your target audience?
Even if your answer is, why would anybody believe you? Should your potential customers just take your word for it? They wouldn’t.
They would, however, take the words of your existing customers if you can show them the right social proof, reviews, and testimonials. This is why having social proof and testimonials are so important in a landing page.
8. Call-to-Action
Again, it isn’t directly related to search engine optimisation, but you can’t imagine having a landing page without a proper call-to-action.
A call-to-action or CTA is usually at the end of the page, and it helps encourages visitors to complete the buying process and become a paying customer. Depending on your landing page and its purpose, a CTA can be either for finalizing the purchase of the product or signing up for a lead-generation form. It specifically depends on the sales cycle you have set for your business.
Here are a few articles that teach you about perfecting the art of writing a good call-to-action.
- Call-to-Action Guide by Crazy Egg
- 17 Best Practices for Crazy Effective Call-to-Action
- The Psychology Behind a Good CTA
