How to Create Kick-Ass Local Landing Pages — Whiteboard Friday

Study all about how you can create kick-ass native touchdown pages on this Whiteboard Friday with Amanda Jordan. Uncover the preferred options and get to know the dos and don’ts when creating native touchdown pages.

Click on on the whiteboard picture above to open a high-resolution model in a brand new tab!

Video Transcription

Hello, I am Amanda Jordan at RicketyRoo, and as we speak I’ll be speaking about how you can create kickass native touchdown pages. I talked about this subject at MozCon in 2022. I did some analysis on the highest 50 pages within the U.S. and residential companies companies that ranked on the primary web page, after which I reviewed these pages and analyzed the options that they had been utilizing on these pages to find out what makes a successful location touchdown web page.

Hottest options of native touchdown pages

So the preferred options are listed right here. Sixty-one p.c of the house companies companies that ranked on the primary web page had evaluations on their location touchdown pages. I feel that is just about a given now, despite the fact that solely 61%, there may be 39% who weren’t doing it. However that is just about a given for my part that it’s best to have evaluations on that web page, if for another sake aside from with the ability to use the structured knowledge for it, for the conversion charge optimization, simply offering customers with a cause to belief you and imagine that you simply’re good at your job.

So like only for another causes, that may be the essential the explanation why you wish to do this. Thirty-two p.c had a novel worth proposition, so one thing to set them aside from their opponents. I feel that is really very low, and that must be one thing that actually all companies must be striving for is setting themselves aside. You do not wish to simply be one other website that is saying, “Hey, you can provide me cash for my companies.”

You’ll need them to know why they wish to select you, and that’s one thing that you simply do in your distinctive worth proposition. Solely 1 / 4 of them included any sort of sale or a coupon, which is a big missed alternative. So for those who’re seeing that your opponents aren’t providing a coupon or sale, that is a chance so that you can snag enterprise from them. In the event that they’re purchasing round and going to a number of web sites, for those who’re the one one that’s providing a coupon, they do not know that you simply could be, I do not know, 10% costlier out of your competitor till they name and get a quote.

So for those who’re providing 15% off, you may very well snag a buyer and solely have to present them 5% off as a result of they do not know what your costs are in comparison with your competitor. So that may be a good method to get extra shoppers in and get extra conversions. Then solely 18% had awards or recognitions talked about on the web page. I feel that is a missed alternative as effectively as a result of these are belief alerts. These present those who they will belief your small business, that you simply’re acknowledged in your trade, that you simply do good work.

So these are the options that I discovered on these companies within the prime 50 most populated cities in the US. The place they ranked on the primary web page, these are the options they had been utilizing probably the most. There have been some standouts the place they’d nearly every little thing you would consider so far as options, after which there have been others the place they had been getting fortunate, like low competitors. Their enterprise has been round for a very very long time, so that they did not should put in that a lot effort to rank effectively as a result of everybody knew them and so they’re nearly like a fixture of their group.

So for those who search for plumbing in that metropolis, that is simply what is going on to indicate up.

Reply these questions when fascinated about your pages

So actually, if you’re fascinated about your location pages, try to be making an attempt to reply these questions. I put them right here as a result of I feel like a detective a variety of occasions once I assessment websites, and I like “True Crime” so much, so I give it some thought as type of placing collectively what am I searching for, nearly like Clue.

You wish to know what is going on on. Who did what, the place, when, why, how? So if you take a look at your opponents, reply these questions, and if you’re fascinated about your individual location touchdown pages, reply these questions too. Who’re you making an attempt to succeed in out to? Who’re you? What’s your small business? What are you making an attempt to supply them?

What are their considerations? Why ought to they select you over opponents? When are you the only option for them? The place can they contact you, and the way can they contact you? All of those questions must be answered on each location touchdown web page. Should you’re not answering all these questions, then individuals are going to have to go looking in your web site to seek out these solutions, or they’re simply going to depart and go to a competitor who can extra simply reply these questions.

If you concentrate on it, it is a lot of what Google tries to reply in your Google Enterprise profile as effectively. So try to be matching up not essentially phrase for phrase what’s on it, however take into consideration the options that Google is making an attempt to indicate in their very own software and ensure that these options additionally exist in your location touchdown web page.

To reply these questions, take a look at the information

So that you wish to reply these questions, and the way you wish to reply them, you wish to use a majority of these knowledge.

You wish to use first-party knowledge. So you realize your prospects. You’ve got labored with them. You probably have a CRM that you simply use. You wish to use that CRM to build up beneficial knowledge and apply it to your pages. If you realize that at sure occasions of the 12 months sure points exist for a specific amount of homes and also you’re in residence companies, say the summer time months, you already know in the summertime months AC models are going to want upkeep and restore.

Put the proportion of properties that you simply serve with these points throughout these months on that web page in that space. That is routinely including distinctive content material that nobody else has and that Google goes to see too as distinctive content material, that is data-driven content material, that is attention-grabbing content material. So not solely is it one thing that’s distinctive to your web page and less generic than content material that individuals are used to seeing, but it surely’s additionally one thing which may be attention-grabbing sufficient that individuals will share with others, which may be used for different causes as a supply for different issues as effectively.

Third-party knowledge. So that you wish to use statistics, FAQs, issues that you’ll find across the web that you realize is true, that’s related to your small business and is related to that particular location with the intention to be as distinctive as doable inside your content material with out being duplicative in any respect. Then user- generated content material.

Your customers must be leaving you evaluations. If they are not leaving you evaluations, try to be asking them to depart evaluations. In order that’s one of many issues that you are able to do. Remark sections on web sites. There are many shoppers that I’ve had, particularly in e-commerce, the place they’ve e-commerce and native collectively, the place they’ve a remark part the place folks can discuss their experiences, not like in a assessment place, would ask questions, give suggestions on some issues, issues like that, talk with one another, nearly like a discussion board generally too.

That is a ton of user-generated content material that is proper there that you did not have to write down, that is about your services and products in your small business. It’ll present up in Google as effectively. So it is extra usable content material that you would have another person produce for you.

Dos and don’ts of making native touchdown pages

Listed below are my do’s and don’ts of making a location touchdown web page. I’ll begin with the don’ts as a result of I see these points regularly.

Even when companies have the very best intention, after they’ve employed an search engine marketing, after they’ve employed a advertising and marketing director, I see that they run into these points so much, and so they’re arduous to beat. To not belittle, they’re tough. Duplicate content material is a big problem for location touchdown pages. Skinny and generic content material are big points. However for those who take a look at your knowledge sources that you would really pull from simply with scalability, so you do not have to fret about somebody having to undergo and write about unclogging a bathroom 200 other ways.

You may pull your knowledge about what number of home calls you have gotten about unclogging bathrooms seasonally, by space, by ZIP code. Use that knowledge on that web page as an alternative. That is a lot extra attention-grabbing than saying like, “Hey, when you’ve got a clogged bathroom, come name us.” Everybody is aware of that you really want them to try this. You can also make that web page extra attention-grabbing.

You could possibly have evaluations about individuals who known as you for particular forms of points on that web page as effectively to facilitate that uniqueness and personalization for the consumer. So actually the duplicate content material and the skinny and generic content material points are solved for those who use first-party, third-party, and user-generated content material. They may clear up these points for you, and it does not should be one thing extraordinarily labor intensive.

Numerous this knowledge may be pulled from Google Sheets into your web site. Do not deal with it like a weblog. That’s one other problem I see very generally is {that a} enterprise will say, “We’d like a ton of content material to get folks to come back to our location touchdown web page. We wish this web page to rank rather well.” However they neglect that it is also about bringing somebody in and making them wish to decide to work with you on that one web page.

It is the touchdown web page, so that they should not should go wherever else to find out in the event that they wish to work with you or not. By answering these questions, you give all of them the knowledge they should resolve that they wish to work with you, and also you wish to do it in a method that is participating and attention-grabbing. So you do not wish to have an enormous block of textual content with nothing breaking it up. You wish to embrace any gross sales or coupons, awards, evaluations, and distinctive worth propositions all through that content material to interrupt it up and provides them a number of alternatives to resolve that they’ve learn sufficient, they’ve heard sufficient, and so they’re able to work with you.

So these are my steps and proposals for making a kickass native touchdown web page. If you wish to focus on extra, you’ll find me on Twitter @amandatjordan.

Video transcription by Speechpad.com

We hope you’re as excited as we’re for August seventh and eighth to rush up and get right here. And once more, for those who haven’t grabbed your ticket but and need assistance making a case we’ve a helpful template to convince your boss!

Register for MozCon