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Learn how to build local landing pages with kick-ass this Whiteboard Friday with Amanda Jordan. Find the most popular features and know the rules and regulations when creating local landing pages.
Video Transcription
Hello, I’m Amanda Jordan at RicketyRoo, and today I’ll be discussing how to build locally-focused landing pages that are kickass. I spoke about this subject during MozCon in the year 2022. I researched the most visited pages on the U.S. and home services businesses that were ranked at the top of the list, after which I went through these pages and scrutinized the features they had on their pages to identify the factors that make a successful landing page.
The most popular local features on landing pages
The most popular features are listed below. Sixty-one percent of companies ranked at the top featured reviews on their landing pages. It seems like that’s almost the norm in the present; even though there is just 61% of them, there are 39% of them weren’t doing it. It’s an assumption in my view that you should be able to post reviews on your page if you are doing it for any reasons apart from the ability to utilize the structured data for conversion rate optimization, but also giving people the confidence to trust your abilities and feel confident that you’re doing a good job at what you do.
Like any other reason, this could be the main reason for doing this. Thirty-two percent of the respondents had a distinctive value proposition, differentiating them from their competition. I believe that’s very small and is something that every company should strive to be able to differentiate themselves. You don’t want to appear as a site saying, “Hey, you can give me money for my services.”
You want people to understand the reasons they should choose your company, and that’s something you provide with your distinctive value offer. Only a quarter offered any kind of sale or coupon, a major missed chance. If you notice that your competitors don’t offer a coupon or sale, this is an opportunity to win their business. If they’re browsing through multiple websites, and you’re the only one offering coupons, they won’t think you’re at least 10% cheaper than your rival until they contact you to get a quote.
If you’re offering 15 percent off, you might get a customer to sign up and then only give customers 5% of the discount as they don’t know how the price is compared to your competition’s prices. It’s a great method to draw more customers into your business and boost conversions. There were only 18% who were awarded or recognized on the site. I believe that’s an opportunity missed because these are trust signals. They show that people can trust your company, that you’re a respected name within your field, and that you’re trustworthy.
These are the characteristics I observed in the companies in the top 50 of the most populated cities across the United States. The places they were in the beginning here are the ones they used the most. There were a few standouts, with almost every feature you can imagine in terms of features, but there were also some in which they had a chance to be luckier, like having a low level of competition. Their company has been operating for a long time, so they didn’t need to invest much effort to be ranked well since everybody knew them, and they’re the norm in their area.
If you’re looking for plumbing in that town, it’s likely to be found.
Ask these questions while considering your web pages
If you’re considering your page’s location pages, it is important to find answers to these issues. I’ve included them since I imagine myself as a detective many times when reviewing websites, and I love “True Crime” a lot, so I consider it as making a list of what I am trying to find, similar to Clue.
You’re interested in knowing what’s happening. Who was responsible for what, where and when, why, and what was the process? If you’re looking at your competition, consider these questions. And when you think about your page for landing on pages in your location, answer these questions. Who do you want to reach? What are your interests? What is your company? What do you intend to provide them?
What are their main concerns? Why should they select you over other companies? What is the most appropriate option for them? How can they reach you, and how do they reach you? These questions must be addressed on each of your landing pages. If you’re unable to answer each of these questions, users will have to look through your site to find answers, or they’re likely to leave and look for a competitor that will be able to answer these questions.
If you consider it, there are many things that Google is trying to answer on your Google Business profile, too. You should match up, not necessarily word-for- the exact word, but consider the features Google wants to showcase through their tool and ensure that these features are also on your location’s landing page.
To answer these questions, take a look at the information
If you’re looking to know the answers to these issues and how you intend to solve them, you’ll need to use this kind of information.
You need to make use of first-party data. Because you know your clients. You’ve had the privilege of working with them. It is likely that you already have a CRM to utilize. It is important to use CRM to collect valuable information and then use it on your website pages. Suppose you are aware that certain issues are prevalent for a particular number of houses during certain periods of the year, and you’re in-home services, for instance, during summer. In that case, you know that the summertime AC units will require maintenance and repairs.
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