Whilst modern web design favours minimalism with as few web pages as possible, location pages can prove to be a useful addition to your website. If you have a physical retail space or meet clients face-to-face in an office, the chances are you’d benefit from location-specific content on your website which, over time, could offer a wide range of benefits…
Show customers where you are
Perhaps the most obvious reason for creating location-specific content for your website is to show your customers where you are. Much more than offering your address and opening hours, you can offer tips on how to reach the building and advice on when you get there. For example, you might need visitors to sign in for insurance purposes or register their car when arriving to ensure that their parking can be validated. Offering all of the necessary details on a page – and replicating this for other locations – will make it easier for customers to find you.
When building these pages, make your physical location front and centre. Add an image of your office block or retail outlet, and include your location in your metadata and permalink.
Introduce your team
Businesses with more than one office can benefit from location-specific pages for each, as you will be able to “pull back the curtain” and introduce potential customers to your team.
A short biography and a headshot is a great way to add personality to your business and introduce customers to important contacts at your organisation. It can also prove useful when hiring, as potential recruits will get to know your key personnel before their interview.
If you want to inject some fun into your business, you could even create a mascot for your company or invest in a 3D virtual tour of your premises with interactive elements. This is an opportunity to get creative and stand out in today’s competitive market, whatever your niche.
Improve your SEO
Although Google My Business has changed local SEO, having a dedicated page on your site for each of your locations is still best practice. For example, if you run an independent chain of hotels in Scotland, you could create a dedicated page for each location – Happy Hotel Dundee, Happy Hotel Inverness, Happy Hotel Perth. Each page will be indexed by Google and other search engines, and customers will land on them when looking to stay.
Modern search engines will automatically detect users’ locations and list search results based on that. If you run a local DIY store, a dedicated Dundee DIY Store page will increase your chances of appearing on the first page when someone local needs to find a spare part.
Conduct thorough keyword research before writing your location-based pages to maximise your chances of success and consider a link-building strategy to slowly climb the ranks.
Offer local updates
As the coronavirus pandemic has taught us, the way we conduct business can change at the drop of a hat. With dedicated information pages for each location, you can update customers on changes to your working practices, opening hours, service offerings, or pricing, without affecting the rest of your website. A temporary closure, for example, can be referenced on your Aberdeen page, and you can link to nearby stores or push them to shop online instead.
Diversify your business
The business world is changing at breakneck speed, and your website needs to adapt. By breaking down your business into location-specific mini-sites, you can capitalise on local trends or changes to ensure you’re delivering the right services to the right people. A solicitor firm, for example, might push the changes to Stamp Duty Land Tax to inform your clients in England and encourage them to use your conveyancing services. In Scotland, on the other hand, you might focus on reminding customers to have their Home Report prepared before they begin the conveyancing process. This ensures that area-specific content is seen by the right people. Otherwise, your messaging could get confusing, leading to a high bounce rate.
Whether you’re considering a new business for your website or you want to make some tweaks to an existing site, reach out to the web design experts at Zudu for a consultation. Give us a call on 01382 690080 to discuss your requirements and see how we could help.
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