How to Create Winning Local Landing Pages
Local landing pages are a powerful tool in a digital marketer’s arsenal, and they can help small businesses connect with their audience. However, creating effective landing pages that stand out from the competition can be difficult.
In this Whiteboard Friday, Amanda Jordan of RicketyRoo shares her research on the top 50 home services businesses in the U.S. that ranked on the first page of Google. She analyzed the features on these pages to determine what makes a winning local landing page.
Popular Features of Local Landing Pages
Jordan found that the most popular features of successful local landing pages were:
– Reviews: 61% of the businesses had reviews on their location landing pages.
– Unique Value Proposition (UVP): Only 32% had a unique UVP that set them apart from competitors.
– Sales or Coupons: Only a quarter of the businesses offered sales or coupons, which gives a missed opportunity to businesses.
– Awards and Recognitions: Only 18% featured any awards or recognitions on their page.
To create a winning local landing page, Jordan suggests answering the following questions:
– Who are you trying to reach?
– Who are you?
– What are you trying to offer them?
– What are their concerns?
– Why should they choose you over your competitors?
– When are you the best choice for them?
– Where can they contact you?
– How can they contact you?
Using Data for Effective Local Landing Pages
Jordan suggests that using first-party, third-party, and user-generated content can solve issues of duplicate and thin content. The first-party data can provide valuable insights and unique content to local landing pages. Statistic and data sources from third-party can be used to provide additional support and credibility for your website.
User-generated content can serve as a great resource for reviews and feedback, adding credibility and relevance to your website. Comment sections on websites can also be used to provide users a platform to communicate with each other and provide valuable insights.
Dos and Don’ts of Creating Local Landing Pages
The dos of creating a local landing page include creating unique and engaging content that stands apart from the competition. Use first-party, third-party, and user-generated content to answer critical questions, such as who you are and why one should choose your business over competitors.
The don’ts of local landing pages include creating duplicate and thin content, treating local landing pages like blogs, and including large blocks of text with no visual breaks.
Jordan emphasizes that creating winning local landing pages is critical to stand out in a competitive market. By addressing critical questions of your audience and using data insights to create unique content, businesses can enhance their brand credibility and improve their search engine rankings.