During the COVID-19 pandemic, customers looking for safer services purchased from a local business for the first time. They found local businesses based on web searches and made buying decisions based on the availability of delivery, curbside pickup, and contactless payment. All this information was present (or absent) on local landing pages (LLPs for short).
A Local Business First Exposure to a Consumer
Customers first see an LLP is through Google’s Local Pack, which displays map results, star ratings, and more above organic search results. Ranking within the local pack is based on a variety of factors, including Google My Business (GMB) listings, backlinks, reviews, and social media engagement. Businesses wishing to optimize their GMB listing need to claim their business profile, complete all its sections (including name, address, phone number, hours, website, and more), and keep the listing up to date. Single location businesses can simply optimize their GMB listing and link to their website homepage, but multi-location businesses need LLPs to thrive.
What makes a successful LLP? As LLPs are standalone web pages dedicated to a specific business location, they allow a business owner to link each page to a separate listing on GMB. Features that improve an LLPs local search ranking include hyperlocal content, location photos, Google Maps embed, social media profiles that are location-specific, and Google 360 tours. Strategic implementations of these features are bound to help a local business climb in the search results.
Local Landing Pages Need to be Accessible to all Platforms
Another important factor are mobile features; 84% of local searches are made on mobile devices. Designing a mobile-friendly site is more important than ever. Features that enhance the mobile experience are floating call to action buttons, click-to-call phone numbers, and mobile-friendly coupons. Additional items for LLPs to use on both desktop and mobile are trust elements, like client logos, security seals, or company awards, and coupons and sales featured in a prominent spot on the website. Listing options for convenient 2-way communication like texting and updating information like store hours and temporary closures also improve customer experience.