Growing your customer base

Building a great landing page for a local business

December 29, 2022
3 min
Building a great landing page for a local business

If you’ve got a local business, you probably already know that you need to have a website. Maybe you already have something basic, and you’re planning to update it.

Whether you’re building a new website or revamping your existing one, you should know what landing pages are and how you can use them to convert more web traffic into calls and customers.

Here’s what every local business needs to know about what a landing page is, what it does, and how to create them.

What Is a Landing Page?

A landing page is a specific page on your website that visitors land on when they click on your online ads. It’s specifically tailored to the search term that brought them to your site and is designed to answer their questions and encourage them to reach out to you.

So, for instance, if you have a plumbing company and one of your ads is about unblocking drains, the landing page someone clicks when they see your ad would be all about that topic. It might include what causes blocked drains, how you go about unblocking them, and why people should contact you. Then there would be a form or a clickable phone number so potential customers can contact you directly from the page.

Why Do Landing Pages Work?

The internet has largely replaced old methods of finding services like the phone book or the yellow pages.

These days, when people need a local service, whether it’s a maths tutor for their child or a garden service to get their back yard in shape, they tend to look online.

Businesses tend to create local business ads on Google and other search engines that target specific searches – like “service name in area.” That’s because you know that people who search for your service name in your city or town probably need to buy those services fairly soon.

Directing traffic from those ads to landing pages on your site that are specifically about the service people are looking for confirms that you can provide the service and that they can contact you for a quote or more information. They don’t have to search for the information or a way to reach out – it’s right on the page they land on.

What Are the Important Parts of a Local Business Landing Page?

Good landing pages can increase your website conversion rate (the number of visits that turn into contact from a potential customer) many times over. They do this by showing prospective clients that you can solve their problems and giving them an easy way to contact you.

Visitors don’t have to scroll through a long page of irrelevant information. It’s all there in a compelling headline, a short paragraph explaining your service and why they should contact you, and an easy contact method.

Every good landing page should also have a clear call to action – which is something you want the user to do on the page. This could be a big button that says, “contact us” and links to your email address or a form where they can leave their number to get a call. However, whatever it is, it should be quick and easy to do, so more people are inclined to take action.

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