10 Expert Tips for Crafting Landing Pages That Rank and Convert

Are you struggling to make your local business stand out online? Creating effective local landing pages could be the game-changer you need.

In this comprehensive guide, we’ll explore 10 powerful strategies to help you craft local landing pages that not only rank well in search engines but also convert visitors into loyal customers.

Why Local Landing Pages Matter

Before we dive into the strategies, let’s understand why local landing pages are crucial for your business.

These pages serve as digital storefronts, tailored to specific geographic areas or services. When done right, they can significantly boost your visibility in local search results and provide potential customers with the information they need to choose your business.

Now, let’s explore the 10 strategies that will help you create local landing pages that get indexed, ranked, and convert!

1. Prioritise Conversions, Then SEO

While search engine optimisation is important, your primary goal should be turning visitors into customers. Focus on elements that build trust and showcase your value, such as:

• Customer testimonials and reviews
• Relevant case studies
• Clear benefits and strong unique selling points (USPs)
• High-quality, location-specific photos and videos

Remember, it’s easier to optimise a page that already persuades people than to make an SEO-optimised page convert.

2. Craft an Attention-Grabbing First Impression

The top section of your page, known as the ‘above-the-fold’ area, is prime real estate. Make it count by including:

1. A visually appealing and relevant image
2. A compelling headline that speaks to your local audience
3. A concise list of key benefits or USPs
4. A clear call-to-action (CTA) button or link

You have mere seconds to capture a visitor’s attention, so make those seconds count!

3. Embrace Uniqueness for Each Page

Resist the temptation to simply copy and paste content across your local landing pages.

Instead, strive for uniqueness in each page. Incorporate area-specific maps and feature different customer testimonials. Share local case studies and include relevant information about the area.

Mention nearby landmarks or businesses that could help customers find you. Finally, rewrite content to ensure each page has its own distinct voice and message.

According to Moz, incorporating local content is crucial for optimizing landing pages for local search. This includes creating content tailored to your local audience’s interests and needs, such as blog posts or articles related to your area.

4. Understand the Different Types of Local Pages

Recognise the distinctions between various local page types:

• Service Pages: Focus on the specific service offered
• Location/Service Area Pages: Highlight a particular geographic area
• Homepages: Provide a broader overview of your business

Adapt your content strategy to suit each page type’s unique purpose and audience.

https://searchscope.com.au/how-to-optimise-location-pages-for-local-seo

5. Include Multiple Calls to Action (CTAs)

Don’t be shy about asking for business. Include multiple, clear CTAs throughout your page, such as booking buttons, contact forms, and click-to-call buttons.

Make it effortless for potential customers to reach out to you.

6. Quality Over Quantity: Avoid Page Overload

When creating location or service area pages, exercise restraint. These pages should not exceed 20% of your total website content. An abundance of similar pages can dilute your site’s quality and hinder search engine indexing.

7. Leverage Templates for Consistency

Some elements, such as business hours, certifications, and partner information, may be consistent across your local pages. Use templates or shortcodes to maintain consistency and save time.

8. Create Supporting Content

Boost your landing pages’ visibility by creating relevant blog posts about your services, products, and local area. Link these posts to your landing pages to improve SEO and drive targeted traffic.

BrightLocal, highlights the importance of building high-quality backlinks from local websites, directories, and industry-specific sources to boost your local SEO efforts.

This will have a tremendous effect if you build quality links to pages internally linking to your top pages!

9. Minimise Distractions with Limited Outbound Links

Keep your visitors focused on taking action by limiting outbound links. Too many options can lead to decision paralysis and lost conversions.

10. Avoid Mass-Produced Pages (If Possible)

While mass page builders offer speed, they often lack the quality and uniqueness needed for effective SEO and conversions.

Prioritise creating high-quality, unique pages whenever possible. However, if you require a vast number of pages and aren’t concerned with individual page rankings, a mass page builder might be a suitable option.

Putting It All Together

Creating effective local landing pages requires a thoughtful approach that balances SEO best practices with conversion-focused design.

As Google itself points out in their guide to improving local ranking, creating effective location pages is not just about SEO – it’s about providing value to your visitors and addressing their specific local needs.

By implementing these 10 strategies, you’ll be well on your way to developing local landing pages that not only rank well in search results but also turn visitors into loyal customers.

Remember, the key to success lies in understanding your local audience, showcasing your unique value proposition, and making it easy for potential customers to take action. With consistent effort and refinement, your local landing pages can become powerful tools in your digital marketing arsenal.

Start implementing these strategies today, and watch your local online presence soar!