Local landing pages are web pages designed to attract customers from specific areas around your business. While your main website tries to appeal to everyone, local pages speak directly to customers in your local area.
We’ve seen businesses double their local leads within months using targeted landing pages. If you want similar results, we at https://mattersolutions.com specialise in creating local pages that rank and convert.
In this article, we’ll cover:
- How to build landing pages that rank well locally
- How to get more Google Maps clicks and phone calls
- Simple ways to attract visitors and get more customers
- How to measure and improve the performance of your local page
Let’s dive in and start bringing more local customers through your door.
Contents
Understanding Local Landing Pages
Local landing pages are web pages made for people in a certain locale. They help your ideal customers find your business easily when they search online. These pages boost your local SEO by targeting specific neighbourhoods. This means they appear higher in local search results when potential customers search using local keywords, like “plumber near me”.
Here’s what makes them different from your regular website pages:
What Defines a Local Landing Page?
A local landing page focuses on one specific area and speaks directly to people living there. It’ll have all the local details, like your address and phone number, and even mention local community vibes. For example, a Brisbane dentist might create separate pages for “Dentist in New Farm” and “Dentist in Fortitude Valley”. Each page would mention local landmarks and community events specific to that area.
The whole idea of a landing page is to create easy paths for your visitors to take one clear action and simplify your lead generation process. Most successful local pages focus on getting people to call, book, or visit rather than trying to do everything at once.
Top Benefits for Local Businesses
Suppose you’re a plumber in Brisbane and someone’s hot water system breaks down on a Sunday morning. They grab their phone and search for “emergency plumber near me”. Without local landing pages, you’re competing with every plumber in the city.
But if you have a landing page targeting that exact neighbourhood, you’re suddenly the obvious choice. Here’s what local landing pages do for your business:
- Enhanced Local Search Visibility: Dedicated local landing pages push your business up in local search rankings by making it clear where you do business. When you pack your content with local info, Google sees you as super relevant to that area and boosts your local ranking.
- Driving Quality Local Leads: Want customers who are ready to buy? Then add landing pages that speak directly to your local audience’s searches. According to Google’s research, 76% of people who search on their smartphone for something nearby visit a related business within a day. That number jumps even higher when your page speaks their local language.
In our experience, businesses that ignore local landing pages are handing their competitors free customers (not the smartest move, if you ask us). The businesses that get this right often see their phone ringing within hours of going live.
Now that you understand what makes local pages work, let’s look at how to build ones that compel visitors to become customers.
Creating High-Converting Local Landing Pages
What makes some local landing pages get phone calls within hours while others sit there gathering digital dust? The answer lies in localised content that speaks to your target audience, clear calls to action, and a smooth user experience. Your local traffic depends on getting these elements right from the start.
Let’s break down what works when you’re building pages that convert:
- Localised Keywords and Unique Selling Points: If you want to attract customers from your area, you need to speak their language. One good way to do this is by researching what local keywords your target audience uses when they search. Then, add the keywords naturally throughout your content. This will help boost relevance and connect with the people from your particular geographic area.
- Compelling CTA and Local Testimonials: Want more clicks? Yes, you can get them with clear, bold calls to action that make sense for your local area. Another great way to connect with people is through social proof. Add customer testimonials from local clients to build trust. Something like a video review from a Brisbane mum talking about your cleaning service hits differently than generic testimonials from nowhere.
- Optimising for User Experience: Your page needs to load fast and be super easy to use, especially on phones, or people will leave your page and visit a competitor’s. 53% of people will leave a mobile site if it takes more than three seconds to load. When someone needs your help right away, they expect a quick and easy way to reach you.
- Integrating with Google Business Profile: Does your landing page information match what’s on your Google Business Profile? It should, because Google notices when details don’t line up. Double-check that all your business information (name, address, phone) matches everywhere online to avoid confusing both search engines and customers.
Besides getting these basics right, consistency across all your online platforms builds trust with both Google and your potential customers. Once you’ve got the fundamentals sorted, you can start exploring some advanced tactics to maximise your local leads.
Advanced Strategies for Maximising Local Leads
If you want to take your local marketing to the next level, consider strategies like geo-focused content creation, multi-locality management, dynamic generation, and performance optimisation. These approaches focus on scaling your local SEO efforts while maintaining quality and relevance. This way, you’ll reach more potential customers without diluting your message or confusing search engines.
Here’s how to execute each strategy to maximise your local leads:
Using and Targeting Geo-Focused Content and Visuals
Between a generic stock photo or a picture of the actual team at their local location, which one will build more trust with your customers? Yes, you guessed it! The obvious choice is the real local photo every time.
That’s why you should create content that specifically speaks to your local community, like mentioning local news events or community festivals that people in your area would recognise. When people see familiar landmarks or local references, they instantly feel more connected to your business.
Managing Content for Multiple Localities
But what if you’re serving dozens of locations? When you have lots of landing pages for different spots, make sure each one offers something unique to avoid search engine penalties. For instance, your busy CBD page might emphasise quick lunch deliveries, while your suburban location focuses on family meal deals and weekend specials.
Pro Tip: Use smarter technical tricks like canonical tags to tell search engines which page is the main one and boost your local rankings across all areas
Dynamic Content Generation for Scalability
We understand that creating separate landing pages for every single location can feel overwhelming, especially when you’re trying to serve multiple areas effectively. The thought of writing dozens of unique pages might make you want to stick with just one generic page for everything.
However, you can avoid that trap with tools like Instapage or Landingi that can automatically change parts of your landing pages (like city names or offers) based on where the user is. This high-tech approach means you can personalise content for tons of specific locations without a lot of manual work.
Measuring and Optimising Local Landing Page Performance
One of the smartest moves you can make is monitoring KPIs like local traffic and conversion rates using analytics tools like Google Analytics 4 and Hotjar. This data shows you exactly which pages work and which need improvement. So you’re not just guessing what might work better.
Also, track user behaviour to identify areas for continuous optimisation and improved lead generation. When you see where people click, scroll, and drop off, you can make targeted improvements that count. With these insights, you can fine-tune your local SEO strategy and get better results from your lead generation marketing.
Based on our past experiences, one client saw their local leads increase by 150% within three months just by adding proper tracking and making data-driven improvements. The funny thing is, they were initially hesitant about “all that numbers stuff,” but now they check their analytics every morning with their coffee.
Your Local Business Growth Starts Now
Local customers are searching for businesses like yours every single day. But many companies miss out on these ready-to-buy customers because their online presence doesn’t speak directly to their neighbourhood. With properly targeted landing pages, you can fix this problem completely.
Throughout this article, we’ve shown you how to build pages that rank well locally, attract Google Maps clicks, and bring you more customers. You’ve also learned how to measure your success with proper analytics tools.
Now you know how important your local landing pages are for getting customers who are actively searching in your area. We can help you implement these strategies effectively for your business.
