A location landing page is a page on a website about a specific location in which that company does business. For single-location companies, this is usually the Contact page. For enterprises with more than one physical location, there should be a unique, well-optimized page for each of those stores, shops or offices on the company’s website.
In order for Google to reward your location landing pages with high rankings, its algorithms must determine that they are useful to visitors and provide relevant answers to the searcher’s query. Using duplicated pages with just the location information switched out on them is easy, but doesn’t really satisfy the Search Engines, so companies with many locations are often overwhelmed with the task of creating truly unique, useful content for all those pages.
Here are some must haves and optional ideas for what to include on your location landing pages. Once you have decided which information to display, you can create a template that will work for dozens, hundreds or thousands of location landing pages.
Location Landing Page Must Haves
- Full NAP (Name, Address, Local Phone Number) in Schema.org microformat. This is like handing the Search Engines a business card telling them what your name is, where you are located and what your phone number is.
- Map of your location and the surrounding area. This should be an embedded, interactive Google Map that users can zoom in and out to see where you are, what is nearby you and how to get to you.
- The days and hours that you are open. Save visitors (and your staff) a phone call by answering this very common question.
- Calls to Action – People are much more likely to perform the action you wish them to if you spell it out for them. Clearly state what action(s) you wish people to take. Examples: Call today to make an appointment or Fill out this form for a free quote or Read reviews about us here.
Additional Options for Location Landing Pages
- Symbols of trust – Badges showing visitors that you can be trusted to do a good job and stand by your work. Examples: professional associations you belong to, certifications you have earned, awards you have won, and your membership in local business groups like the Chamber of Commerce and the BBB.
- Testimonials – Comments from happy customers who have done business with that specific location can help to build trust.
- Driving Directions and nearby landmarks – These are helpful especially if it’s tricky to find your location. If parking options aren’t obvious, include those, as well.
- Contact form, if appropriate – People looking for an after hours clinic to set a broken arm are not going to fill out a form and wait for someone to contact them. However, those looking for someone to remodel their bathroom, perform a knee replacement or install new computers throughout their offices are usually not in quite so much of a hurry and are willing to fill out the required fields.
- Photos – Give people a look at the street view for your business so that they can easily recognize it as they approach. Show them what your service vans or delivery trucks look like. Use pictures to introduce them to your managers and staff. Not only does this add some visual appeal to the page, but also helps to make your business and your people more familiar to them.
- Special/coupons – If you are running any specials or offering a discount coupon for this location, put it on this page. It may just seal the deal for you.
Our friends at Nifty Marketing created this infographic to illustrate the components of an optimal location landing page. Click on this link to see the larger version.
So if you have more than one store, shop or office, take the time to give each location its own useful, unique landing page that answers your visitors’ common questions and helps guide them to contact you or come to your place of business. It’s worth the effort!