HomeBlogBlogCreating Effective Location Pages for Your Business Website

Creating Effective Location Pages for Your Business Website

Whether you have a single brick-and-mortar location or multiple stores across cities or countries, having a properly-designed and optimized location page should be an essential part of your business website.

However, location pages are often overlooked or added as an afterthought without much strategic consideration given to layout, content, or purpose. This is a missed opportunity from both an SEO and customer experience perspective.

Why Location Pages Matter

Why Location Pages Matter

So what makes location pages worth prioritizing on your site? There are a few key reasons:

Direct Customers to Physical Locations

At their most basic level, location pages help route potential customers to your individual store locations. This is especially critical for businesses with multiple physical sites, as visitors want to easily find the most convenient spot to visit near them.

Without dedicated, tailored pages for each store, you risk frustrating visitors or losing out on foot traffic simply because customers didn’t know exactly how to get to you. Location pages clearly display vital information like addresses, hours, and directions assisting customers along their journey.

Provide Helpful Local Information

In addition to logistics like addresses and maps, effective location pages share other supplemental local area details that offer value for site visitors.

For instance, highlighting information about parking availability, public transit access, or proximity to other popular tourist sites helps customers plan their trip. Showcasing unique services, products, or offers exclusive to that store provides an added incentive to visit.

Sharing this type of helpful, localized information improves the overall user experience.

Improve Website SEO

Optimized location pages also provide SEO value for your overall website by signaling relevance to search engines for geographic and local intent queries.

Including keywords like city names along with location-specific details in the content helps these pages gain visibility in search results for nearby users searching for businesses in their area. This can increase traffic from valuable local search demand.

Now that we’ve covered the main benefits, let’s dive into some key elements to factor into your location page strategy and design.

Design Considerations Of Location Pages

Design Considerations Of Location Pages

When developing or revamping your location pages, keep these key principles in mind:

Simplicity

Don’t overcomplicate the page layout or overload with excessive text. Location pages should make it extremely easy for visitors to find and understand the core information they need, such as:

  • Address
  • Phone number
  • Hours of operation

Ensure these critical details are prominently displayed and easy to spot rather than buried among less important content. Use clear headings and an intuitive page hierarchy. Avoid fancy graphics that could distract or hamper readability of key location specifics.

Mobile Optimization

Increasingly, customers are accessing and interacting with local businesses from their smartphones. This means you should ensure your location pages maintain their clarity and readability across mobile devices.

Some best practices include:

  • Use a responsive site theme optimized for smaller screens
  • Check pages at various breakpoints
  • Enable tap-to-call from phone numbers
  • Restrict popup overlays

Prioritizing mobile creates a smooth discovery experience for nearby searchers on-the-go using smartphones to find area businesses.

Uniqueness

For businesses managing multiple physical location pages, ensure the content is tailored for each individual site rather than completely duplicated verbatim across locations.

Incorporating unique details helps distinguish sites and also signals greater relevance to search engines for queries within that specific geographic area.

For example, call out nearby landmarks, highlight metro area attractions, feature staff local to that branch, or showcase community partnerships. This personalized content makes pages feel more authentic and valuable for engaging potential customers in that locale.

Keep these core principles of simplicity, mobile-friendliness, and uniqueness central to decisions around layout, messaging, imagery and supplementary content on site-specific pages as you undertake the location page design process.

What to Include For Location Pages

What to Include For Location Pages

When designing your location pages, make sure to incorporate these important elements:

Contact Information

Prominently display your business name, full address, phone number and hours of operation. This ensures visitors can easily access the critical details to get in touch or physically visit your location.

Additionally consider adding:

  • An email address and contact web form to enable written messages
  • Live chat functionality for instant website messaging

Keep contact info conspicuous by featuring it prominently near the top of the page.

Location Details

Supplement the basic address and hours with additional useful location specifics, such as:

  • Name of plaza, complex, mall or specific storefront
  • Landmarks, intersecting streets or nearby points of interest to aid navigation
  • Parking availability details
  • Accessibility information, wi-fi availability, etc.

Such granular details help customers best plan their visit.

Staff Bios

Introduce location-specific staff members by including names, photos, titles and brief background summaries. This personal touch makes a connection with locals and builds trust.

Incentives

Showcase special services, products, offers or events available uniquely at that store location as an added value proposition. This gives prospective customers more reason to patronize your business.

Some examples include showcasing:

  • Location-exclusive sales
  • Special classes/workshops
  • Community events
  • New product launches

Reviews & Social Proof

Earn trust by spotlighting recent customer reviews and testimonials praising your service quality and offerings at that specific site.

If incorporating full customer review content, ensure it is for that explicit location rather than a generic blanket feed of reviews from all branches.

Also link out to full third-party review sites like Google, Facebook, or Yelp for additional credibility.

Functional Features Of Location Pages

Functional Features Of Location Pages

In addition to informational content, location pages should contain functional elements to assist customers in engaging with your business location, such as:

Directions

Make it seamless for visitors to navigate to your doorstep by embedding a dynamic Google Map displaying your exact site pinpointed location. Allow users to click into the map to access turn-by-turn directions.

For supplementary guidance, provide written direction details citing major roads, cross-streets, transit links or area landmarks.

Lead Generation

Encourage conversions by incorporating lead generation features directly on the page, such as:

  • Contact web forms to enable written inquiries
  • Click-to-call buttons to connect phone numbers
  • Online booking or appointment scheduling widgets
  • Order food/products buttons linking to online commerce portal

Enable seamless transitions from discovering your location page to engaging your business.

Social Media

Incorporate social media follow links to enable visitors to connect with your location on networks like Facebook, Instagram or Twitter. This facilitates further engagement opportunities.

Internal Links

Link internally to other relevant pages on your site providing supplemental local area or product information. For example, connect to:

  • Root domain homepage
  • Local area attraction content
  • Individual product category pages

This keeps visitors active on your website.

By incorporating functional features beyond just static content, your location pages morph into true conversion hubs primed to attract and engage local searchers.

Best SEO Practices For Location Pages

Best Practices

Keep these key best practices in mind when designing and developing your location pages:

Use Location-Specific Keywords

Incorporate relevant geo-targeting keywords within page copy, metadata, and URL structures. Some examples include:

  • City name
  • Neighborhood
  • County
  • Local district
  • Nearby landmarks
  • Metro area nickname (e.g “DMV” for Washington DC area)

This helps connect pages to local search demand.

Show Real Images

Use genuine images of each unique brick-and-mortar storefront exterior and interior rather than generic stock photos. Authentic visuals establish credibility and set accurate location expectations.

Spotlight Unique Differentiators

Convey your location’s unique value proposition and differentiating factors from a crowded competitive set urging customers to choose your business.

Enable Direct Engagement

Make it easy for visitors to directly engage your business location by incorporating lead gen features like click-to-call buttons, contact forms, appointment scheduling widgets or online ordering integration.

Link to Review Profiles

Embed links directly to your Google My Business and other third-party review profiles to showcase total reputation from all sources. Authentic reviews build trust.

By following location page best practices around optimization, you can attract more high-quality traffic by ranking for valuable local searches while persuading visitors to visit your store locations.

How to Handle Multiple Locations For Location Pages

When managing more than one physical location, ensure your approach scales elegantly by following these guidelines:

Create Separate Pages

Build out distinct webpages dedicated to each individual branch location rather than just listing addresses together on a single page. This allows tailoring unique content.

Include Location in URLs

Format the URL patterns for location pages to include geographic targeting keywords such as nearby city names. For example www.yourbusiness.com/locations/austin-tx

Avoid Duplicate Content

When crafting page content across locations, ensure entire blocks of text are not duplicated verbatim. Tweak wording to stay unique. Instead pull out common boilerplate content into global site templates.

Personalize Pages

Inject unique location-specific imagery, staff member spotlights, highlighted products/services, community events and review excerpts onto respective pages to differentiate from sister sites.

Centralize Listings

Consider assembling all pages together under a dedicated website subsection like /locations. Create a location directory if managing a high volume of physical branches.

Link Internally

Once assembled, enable visitors to easily navigate cross-locations by incorporating internal links linking to sibling pages.

With the above tactics, you can systemize out site architecture capable of elegantly scaling while preserving local relevancy for respective branches.

Consistency and flexibility can co-exist with some strategic foresight as your location footprint grows. Use these steps as a blueprint.

Analyzing Performance Of Location Pages

Analyzing Performance

After deploying enhanced location pages, be sure to implement tracking to gauge real-world business impact across key metrics:

Traffic Volume

Measure total visitor traffic over set intervals to quantify location page engagement levels and trends over time. Rising or declining traffic patterns inform optimization priorities.

Bounce Rates

Calculate single page visit bounce rates to understand effectiveness at enticing visitors to further explore your site. Lower rates signal pages better hold visitor attention.

Time-on-Page

Evaluate duration of pageviews. Longer average time on page implies visitors find valuable information. Short times may warrant improved content density.

Goal Completions

Set key on-page conversion goals like contacting locations, scheduling appointments or downloading brochures. Measure completion rates to gauge if new location pages compel visitors to convert.

ROI

Ultimately attribute downstream revenue back to location page visitor sources. Analyze returns across channels through UTM link tagging. Positive ROI justifies ongoing optimization investments.

Consistently evaluating performance provides accountability ensuring location pages deliver tangible improvements on key business growth drivers. Quantifiable results inform enhancement priorities and help secure buy-in across stakeholders to continually elevate visitor engagement.

Conclusion

Creating strategic and impactful location pages certainly involves some upfront effort, but pays long-term dividends enhancing local SEO visibility and improving brick-and-mortar sales conversions. Dedicate resources toward building these out.

Utilize this comprehensive guide covering importance, design components, best practices and measurement techniques as your trusty location page blueprint.

Now you have all the tools needed to develop location pages that truly engage website visitors while also ranking for priority local SERP opportunities. Best of luck as you overhaul these invaluable site assets!

Frequently Asked Questions

Why should I create a separate page for each location?

Creating distinct pages allows you to include location-specific information and optimization that helps each page better rank in local search results. This leads to more qualified traffic and conversions for each location.

How many locations can I support before needing a locator tool?

For under 10 locations, separate pages often suffice. Once exceeding 10, explore adding a location finder tool enabling visitors to easily search locations by city or zip code.

What if I have hundreds of locations?

At large scale over hundreds, focus pages around broader metro areas rather than every single store. Have main city pages route users to tools showing more granular nearby sites.

Should service area pages and brick-and-mortar pages differ?

Generally both business types benefit from the same page elements. However, service area businesses should focus more on communicating geographic coverage zones vs. individual address locations.

How often should I refresh my location pages?

Audit and update your location pages at least quarterly. More frequent light updates are better if staff or offerings fluctuate. Add alerts if hours change.

How do I handle locations with limited information?

Even for nascent locations, share available known details, fill gaps with general brand info, and direct inquiries via contact forms. Priority is helping visitors engage.

What’s most important for optimizeing multi-location SEO?

Consistency across citations and review sites. Ensure your NAP data and categories match what Google has on file to maximize rankings for each location.

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