We work with hundreds of local businesses — from hyperlocal, single-location businesses to nationwide, multi-location companies — at the company I run, Bowler Hat.
One pattern we often see is that larger and seemingly more authoritative businesses don’t perform as well in local search as they should. There are many reasons for this, and having multiple locations amplifies the need for solid local SEO foundations. A common issue we come across is the lack of a well-optimized and well-performing landing page for local businesses.
In this post, we aim to illustrate what we believe to be the perfect location landing page, based on our experience working with local businesses.
We must tick our SEO boxes here, but we must also maximize the leads generated from these pages — to do this, we have to look at the intersection of lead generation and local SEO.
Where lead generation meets local SEO
There are two key elements to consider here:
Local SEO ranking factors
Landing page conventions
We want to create a perfectly optimized page from a Local SEO perspective but also a finely tuned lead generation machine. These pages should allow the user to achieve their goal — much like a traditional lead-focused landing page.
Clearly, there is some synergy here. To create pages that are highly visible, they should also be highly functional and allow the customer to get in touch and generate us those all important leads.
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