Landing Page Optimisation: How to Create Better-Performing Location Pages

Using location pages is a great way to give your local SEO strategy a boost, especially if your business serves multiple areas. Because these landing pages are geared towards attracting prospects through location-specific SEO strategies, you can generate more targeted traffic, leads, and sales for your business. You can also build better local search authority.

That being said, let’s take a look at the following landing page optimisation tips to help you craft location pages that can attract more visits, sales, and enquiries.

1. Ensure your landing pages are mobile-ready

Having mobile-friendly webpages is now more crucial than ever. With more than 60% of all Google searches being done on smartphones and tablets, optimising your location landing pages for mobile devices will give you a definite advantage.

Talk to your web developer about how you can make landing pages load faster and easier to view and navigate on mobile devices. If you want to make sure, you can also use Google’s Mobile-Friendly Testing Tool. It will help you determine the improvements you need to make to optimise your landing pages for mobile.

2. Use unique headings and subheadings for each landing page

Make sure to create individual headings and subheadings for your location landing pages by adding geotags or names of places to your main keywords. Each heading should be different from the others to emphasise that you serve multiple locations in Northamptonshire.

For example, let’s say you provide landscaping services in Northampton and Daventry. Your landing pages’ heading should look like this: “Reliable Landscaping Services in Northampton” and “Fast and Efficient Landscaping Solutions in Daventry”.

3. Create location-specific meta titles and descriptions

Similar to your headings and subheadings, your metadata should also be unique for each location you serve. Often overlooked, meta titles and descriptions are essential elements of your local SEO strategy. They tell search engines what your webpages are all about. In particular, meta descriptions help encourage users to visit your landing pages.

To create optimised meta tags for your local landing pages, consider the following tips:

• Always add your target location.
• Incorporate your focus keywords.
• Limit your meta title to 60 characters and your meta description to 155 characters.
• End your meta descriptions with a call to action. 

4. Write location-specific web content

To further optimise a location page, make sure to write dedicated web content specific to each area you do business in. This landing page optimisation task can be challenging, especially if you serve many locations across Northamptonshire. But with a bit of creativity and research, you can be sure to create location-specific content that would entice visitors to get in touch with you.

To help you out, here are a few pointers to consider:

• Think of location-specific information that is relevant to your business. For example, if you run a chain of hotels or B&Bs in Northamptonshire, you can talk about local tourist spots and other points of interest your guests may want to visit.
• It is also a great idea to showcase your business’s involvement with the local community, such as the events or charity drives you may have sponsored in the past.
• You can also discuss how former customers have used your product or service in and around Northampton.

5. Incorporate location-specific reviews

Besides creating region-specific content, make sure to add reviews and testimonials written by customers from a particular area. Adding social proof to your location landing pages can help boost your conversions since it is one of the forces behind the bandwagon effect.

According to this social psychology concept, more people are likely to take action if they see others doing it. Therefore, if your prospects see that someone from Northampton or Daventry, for instance, are using your products or services, they are more likely to follow their example.

Besides customer reviews and testimonials, you can incorporate the following social proof into your local landing pages:

• Company names and logos, especially those reputable and highly recognisable brands and businesses.
• Customer case studies.
• Photos of local customers using your product/service.
• Endorsements from celebrities or influencers.
• Numbers of social media followers.

6. Add internal links

Adding internal links will help optimise location pages in many ways. First, this landing page optimisation task makes it easier for Google’s search bots to crawl and index your pages. The faster search engines can crawl your web pages, the sooner they will appear on search results.

Second, it shows the relationships between your landing pages and subdirectories. This will help your visitors navigate your site, making it easier for them to find the information they need. 

Give Your Local Landing Pages a Boost

Having dedicated landing pages for each location you serve is a massive help to your digital marketing strategy. However, merely having these web pages isn’t enough. It’s also crucial that you optimise them for search engines. Follow the tips discussed above so you can have optimised location landing pages that can help you achieve your marketing goals.

If you need help with local SEO, we at Springhill Marketing are happy to assist you. We can provide you with the services you need to boost your search rankings and generate more traffic and enquiries for your business. Talk to us today, and let us show you what we can do.