ROCKS DIGITAL  BLOG

Leveraging Location Landing Pages to Create Microsites for Local Businesses

Leveraging location landing pages to create microsites for local businesses

It’s no surprise that many businesses struggle with local presence management today, as there’s a lot of outdated and just-plain-wrong data linked to businesses online. When a customer accesses that bad data then gets lost trying to reach a location, 67% of them will lose trust in the business. The multi-location business faces the same challenges as businesses with only one location, and they must also manage online data for each of their stores or locations. Whether a business has two locations or two thousand, there’s a lot to think about at once.

So what’s a multi-location business to do? For starters, add a store locator map to the website. A good store locator makes it fast and convenient for customers find directions to the nearest location – and a great store locator generates unique landing pages to improve the business’ local SEO.

How Multi-Location Businesses Can Use Location Landing Pages as Microsites

Creating a landing page for each location is a definite step in the right direction. However, to get the most value from these landing pages, multi-location businesses should treat them as a microsite for each location.

Simply generating a page for each location is not enough; each page should have dynamic content that store owners can edit, individual location data specific to the store, and a unique URL that search engines can index.

When creating these landing pages it’s important to make sure you’re not actually creating doorway pages. If you don’t know what a doorway page is (or how to avoid them), you need to do your research!

Getting Started with Location Landing Pages

1. Give Each Landing Page Its Own URL

Generating individual landing pages with unique URLs makes it easier for Google to find and index business information and location data – especially if the pages are SEO-optimized for their specific location. This helps the business perform better in local search results when potential customers search for them online. The increased visibility allows more searchers to discover nearby locations, thereby driving web traffic to the landing page as well as foot traffic to the physical store.

2. Place NAP Data on the Landing Page

Each location should have its own name, address, and phone number listed on the landing page. As always, it’s important to keep NAP data consistent and accurate across all business listings for the location (including local directories and Google My Business listings).

By allowing business owners to easily update location details, multi-location businesses minimize data inconsistencies that damage online presence, making it easier for customers to find nearby stores, get in touch, or drop by.

At my company, Advice Local, our Store Locator product makes it easy for multi-location businesses to create and manage location landing pages.

3. Offer Location-Specific Promotions and Coupons

There are plenty of reasons multi-location brands should have a unique landing page for each location, but here’s an often-overlooked benefit – the ability to drive local sales. Location landing pages can contain photos, team bios, and the other details that make a location unique, and they can also highlight special offers.

When a customer visits the landing page for their local store, they should be able to instantly see if a promotion is still valid and if there are any specials they should come in to take advantage of.

Note that phrase above: come in to take advantage of. Again, this demonstrates why it’s important for location data to be accurate. And “close” is not good enough here, go for 100% accuracy every time.

To ensure accuracy and get those customers-to-be through the right door, ensure you have a complete local landing page. Take advantage of the different types of content the business can showcase.

What to Include on a Location Landing Page

  • Location-specific info – address, manager name, products sold, etc.
  • Images of the location
  • Store-specific offers, coupons, and notice of upcoming events
  • Customer reviews for the location
  • Areas serviced by the location
  • Hours of operation (include pertinent holiday or seasonal hours)

Now that you know all about the benefits of creating location landing pages and what kinds of information to include, it’s time to start creating some great landing pages! Local presence management for a multi-location business is doable with the right tools and process in place.

 Are you convinced of the necessity of having a landing page for each location? Yes or no? Share your point of view in the comments below!

Bernadette Coleman

Bernadette Coleman is a SEO, Local Search, Engaging Content Enthusiast & CEO of Advice Interactive Group, an Inc500 Digital Agency.

More Posts

Download Our SEO Guide

Created in a joint partnership with Advice Local, this guide — What You Need to Know About SEO — provides an introduction to SEO concepts, strategies and best practices for optimizing a website. Complete the form below and get instant access.

    ROCKING DIGITAL SERVICES

    Web Design & Development

    Your website needs to be aesthetically pleasing and functional. We build websites for desktop and mobile that are both.

    LOCAL SEARCH & SEO

    Your website needs to attract search engines and consumers. We are experts in local search and SEO, and can make that happen.

    CONTENT CREATION & MARKETING

    Anybody can write words on a page, but can they write content that integrates SEO best practices and converts? We can.

    PPC & Paid Search

    PPC & Paid Search

    Need more customers? We create paid campaigns to reach your target audience and increase sales.

    Tracking & Optimization

    You need a solid foundation for success online, and our tracking & optimization services get it done.

    Graphic Design Services

    Graphic Design Services

    From logo design to your business card, brochures – and everything in-between for print & web – we can help!

    Here’s What Our Client's Have to Say

    Their Local Business Websites Rock

    ★★★★★
    Rocks Digital knows how to build local business websites that convert prospects to customers. Not only do I recommend them to work on my reputation management client’s websites, but they work on the Reputation Sensei brand, too.
    - Chris Snellgrove

    They Customize Their Solutions

    ★★★★★
    Rocks Digital customizes to meet their client’s needs. We needed our existing website optimized for search. We are now placing for more industry keywords and continue to improve. They consult with our in-house team on content optimization, manage our GMB listing & more.
    - Greta Valenti

    Highly Recommend

    ★★★★★
    Rocks Digital manages not only the Association of Directory Publishers website, but our Trusted Local Directory. From helping us get our event information on the website to producing guides, blogs and new content, they have what it takes.
    - Cindi Aldrich

    Rocks Digital Is the Best Choice

    ★★★★★
    As a long-term client, when it was time to change the primary focus of my real estate business, and my website, I knew Rocks Digital was the way to go. They took my existing website, gave it a complete new look, and still managed to keep my existing content.
    - David Dorum

    Brought My Ideas to Fruition

    ★★★★★
    Rocks Digital came highly recommended. Once I started working with them I knew why. They took my ideas for a beautiful website and brought them to the screen. From the design phase to content creation, each component was thoughtfully considered and addressed.
    - Clay Adams

    Conversions Are on the Rise

    ★★★★★
    Rocks Digital manages two of my websites. They produce our blogs, our service pages and manage our paid search campaigns. Conversions are up and new patients are coming in the door. I highly recommend their digital marketing services.
    - Dr. Thomas Chacko

    Agency Services Are Top Notch

    ★★★★★
    We shifted to Rocks Digital agency services earlier in the year. We are so glad we did. Our website sessions are up, page views are up, and bounce rate is down. Now we can easily see how many form fills we have had at any given time through their real-time reporting.
    - Kristin Schafer

    Their Local Business Websites Rock

    ★★★★★
    Rocks Digital knows how to build local business websites that convert prospects to customers. Not only do I recommend them to work on my reputation management client’s websites, but they work on the Reputation Sensei brand, too.
    - Chris Snellgrove

    They Customize Their Solutions

    ★★★★★
    Rocks Digital customizes to meet their client’s needs. We needed our existing website optimized for search. We are now placing for more industry keywords and continue to improve. They consult with our in-house team on content optimization, manage our GMB listing & more.
    - Greta Valenti

    Highly Recommend

    ★★★★★
    Rocks Digital manages not only the Association of Directory Publishers website, but our Trusted Local Directory. From helping us get our event information on the website to producing guides, blogs and new content, they have what it takes.
    - Cindi Aldrich
    Name
    Email
    Review Title
    Rating
    Review Content

    LATEST BLOG POSTS

    Hire a digital marketing agency.

    Why Hire a Digital Marketing Agency

    Staying ahead of search engine updates and marketing trends is a constant challenge, so it’s no surprise that businesses frequently turn to digital marketing agencies.

    Content writing services.

    How to Select a Content Writing Service

    From increasing local search presence to attracting new customers, businesses need quality content to thrive online. The leading content writing services consistently make life easier

    LOCAL VISIBILITY REPORT

    Is your Google My Business listing helping or hurting you? Is bad data causing consumers and search engines to lose trust in your business? This is information you simply must know.

    To get these answers right now, just enter your business name below to run our FREE
    visibility report.


    Need a facelift
    for your website? More search traffic? Need to blog, but don’t have time?

    Our Digital Services Could Be For You
    Get a Free Local Visibility Report Now