Imagine how many potential customers search for a product or service like yours every day in your local area. The question is: Will they find your business or your competitor’s?
Local pages, including local landing pages, location pages, and service area pages, are the key to ensuring it’s you they discover. These pages help your business rank higher in search results and guide customers to the exact branch, store, or service location they’re looking for.
In this article, you’ll learn what local pages are, why they’re essential for businesses with multiple locations, and how to create them to drive meaningful results for your business. So, whether you’re new to local SEO or looking to refine your strategy, this guide will provide actionable insights to help your business succeed.
What are Local Pages?
Local pages are dedicated web pages that live on your company’s website and are tailored to highlight services, products, and offerings within a specific geographic area. These pages play a crucial role in helping businesses connect with local customers by providing relevant information about their nearest location or service area.
Although local pages are a good choice for any local business, they’re especially relevant for multi-location businesses. Whether you have two locations or two thousand, these pages help bridge the gap between your business and local customers by ensuring they can easily find information about the location or service area nearest to them.
Businesses that benefit most from local pages include:
- Chain or franchise restaurants: Highlight menu items, specials, and store details for each location to boost your franchise marketing efforts.
- Retail brands: Showcase store-specific promotions and stock availability across multiple locations.
- Healthcare providers: Help customers find nearby offices, book appointments, or access services such as pharmacies or dental practices.
- Trades and service providers: Inform potential customers about availability and expertise in their specific area, such as plumbers, electricians, or building maintenance professionals.
No matter the industry, local pages help businesses rank higher in search results, attract local customers, and turn online searches into real-world sales or appointments.
Why Should You Invest in Local Pages?
Local pages aren’t just about showcasing your locations — they’re powerful online assets that can make you more visible on search engines and grow your customer base in local markets. Here’s why investing in them is worth it:
1. Local Pages are Great for SEO
Well-optimized location pages ensure your business shows up in local search results. They offer great local SEO value — all that on-page content helps keep your business at the top of organic search results. They do this by helping you target localized search terms like “pizza near me” or “best pizza restaurant in San Diego.”
However, local landing pages can harm your SEO efforts if they’re not properly optimized. If you’ve got mass-produced local pages that effectively regurgitate the same content but just swap a few place names, they won’t offer the SEO boost you’re after. So, to reap the benefits, make sure the content on your local pages is tailored for each location.
Local pages can be a great source of internal links to your website. You can often get links to these pages from numerous local business directories, and local media and news sites will often add links to your pages over time.
Local landing pages also offer ways to improve link equity on your site by linking to other important pages on your website. This helps search engines like Google find and index all the pages on your site — it follows the links between pages. Working with Chatmeter to build your local pages allows you to be confident they are optimized with the correct schema markup, XML sitemaps, and meta tags.
2. Local Pages Improve the Customer Journey
Local pages help create a branded customer journey from search to purchase. If a customer finds your site on a local directory listing (like your Google Business Profile, Yelp, or Facebook page), when they click through to your site, they expect to land on a page that’s relevant to their location.
So, rather than linking to your home page on these directory listings, add a link to your local landing page instead. Little details like this go a long way in the mind of the consumer.
3. Local Pages are Optimized for Voice Search
Local pages are a simple and effective way for brands to deliver local answers to consumers no matter how they choose to search.
Voice search is growing in popularity: A study by UpCity found that 50% of American consumers use voice search every day, with 16% of them specifically using voice search for local “near me” search queries.
Optimizing your local landing pages can help you ensure that when a customer asks for services like yours, Google is mentioning your brand. The more featured snippets your brand earns, the more likely you are to appear as a voice search result.
What Kinds of Local Pages are There?
The most common kinds of local pages are local landing pages, location pages, and service area pages. Let’s take a quick look at what each one is and why your business might want to invest in this type of local page.
Local Landing Pages
Local landing pages are SEO-optimized web pages designed to attract traffic for specific product or service keywords in a particular geographic area.
For instance, a chain of toy stores with a location in Manhattan might set up a local landing page targeting the keyword “board games in Manhattan.” The goal of this page would be to connect with consumers in Manhattan who are looking to buy a board game from a local shop before they find a local competitor.
For this reason, local landing pages are typically:
- Keyword-focused: Designed to rank for specific, high-intent keywords tied to the product or service and location (e.g., “Merino wool sweaters in Denver”).
- Conversion-oriented: Structured to encourage a specific action, such as making a purchase, booking a service, or visiting a store.
- Hyper-specific: Tailored to a single location and a particular product or service rather than covering a broad range of offerings or areas.
Location Pages
Location pages are dedicated web pages designed to tell customers about a business’s physical location and the services or products available there.
For example, a coffee shop with multiple branches might create a location page for its downtown branch that includes the address, hours of operation, phone number, and a clickable map for easy navigation. The goal of this page would be to help potential customers find the location and relevant details effortlessly.
For this reason, location pages are typically:
- Informational: Focused on providing essential details about your business’s location, such as your street address, phone number, hours of operation, and parking information.
- Localized but broad: While they may include some mentions of specific products or services, location pages generally highlight everything offered at the site rather than focusing on one item or category.
- Customer-oriented: Include helpful elements like maps, directions, or even photos of the location to encourage in-person visits.
Service Area Pages
Service area pages are designed to highlight the regions where a business provides its services, catering to customers in multiple cities, neighborhoods, or geographic areas.
For example, a plumbing company might create a service area page targeting customers in the broader New York metropolitan area, listing boroughs like Brooklyn, Queens, and Manhattan. The goal of this page would be to inform potential customers that the business operates in their area, even without a physical storefront in every location.
For this reason, service area pages are typically:
- Regional-focused: Highlight the business’s coverage across multiple cities, neighborhoods, or geographic zones without being tied to a specific physical location.
- SEO-optimized for broad searches: Target phrases like “plumbers serving [city/region]” or “roof repair in [county/state]” to attract users looking for services in their area.
- Service-driven: Emphasize the types of services provided, ensuring customers know what’s available in their region.
- Trust-building: Feature testimonials, service guarantees, or mentions of the company’s local expertise to build confidence among potential customers.
How to Create Different Kinds of Local Pages for Your Business
Follow these guides to help you create local pages that fit your needs and the needs of your customers.
How to Create Location Pages
1. Localize the URL for Each Page
If you’re creating multiple local pages for each business location, consider the URL structure for those pages. Adding local keywords to your URLs can help improve the pages’ search rankings. If you include both your service and location in the URL, that provides a clear signal to help Google (and other search engines) understand what the page is about.
A good way to structure your URLs is to follow a parent and child page structure:
Alternatively, if you’re a small business that only operates in a few different locations, you may not need to add that extra layer to your site navigation and could use the following URL structure:
However, this makes it harder to get your service into the site URL. It will also be more difficult to scale over time if you add more services or locations. You could end up with a very flat website structure, which is harder for users (and Google’s crawlers) to navigate.
2. Include Important NAP Information
When a customer looks up your website, there is some crucial information they expect to find so they can interact with you — this is referred to as your NAP, and it stands for name, address, and phone number.
Location pages should prominently include NAP information so consumers can easily find a business or contact you should they have further questions.
Other information you should add to these pages includes your:
- Business hours
- Offerings
- Departments
Some local pages like to take their localized content one step further by adding things like store manager bios, event information, or links to other nearby locations.
3. Insert Geolocation Tools and Interactive Maps
Interactive maps help customers plan their trips, get directions, and even work out the best place to park when they visit. With these embedded maps, customers can sit on their couch at home, find your website by searching for services near them, and easily work out how to get to your location.
Geolocation means your site automatically works out a user’s location (if they choose to allow location sharing). So, if you have an interactive map (like Google Maps) on your location page, it can show the nearest locations to your site visitor.
4. Optimize for Local SEO Elements
To make sure your location pages show up on Google and other search engines, you need to give search engines the right “hints” about what your page is about.
Here’s how to do it:
- Write unique titles and descriptions: Use clear, specific titles like “Best Pizza in Brooklyn | Tony’s Pizzeria” to tell Google and customers exactly what your page is about.
- Add schema markup: Schema is like a note for Google, helping it understand your address, phone number, and business type. To learn more, check out this guide on implementing basic schema markup.
- Optimize image names and descriptions: Name your images descriptively (e.g., “Dallas-Pizza-Shop.jpg”) and use alt text like “Tony’s Pizzeria front entrance in Dallas, TX.”
- Keep information consistent: Ensure your address, hours, and other details match across your site and platforms like Google Business Profile.
5. Add Page Links to Directory Listings
Once your location pages are live, add the links to local directory listings (like Yelp, Google Business Profile, and Foursquare).
If people search for your service or business on these sites, you want to make it as easy as possible for them to learn more about your business and make a visit or purchase. Adding these links gives them a clear next step, from finding your directory listing to visiting your site.
How to Create Local Landing Pages
1. Define Your Goal and Craft Localized Headlines
Before creating a local landing page, be clear about its purpose. Whether it’s driving in-store visits, booking appointments, or promoting a service, everything on the page should align with that singular goal.
Once you know your goal, workshop the headline at the top of your page to fit with this goal — you want your headline to immediately tell visitors they’re in the right place.
An effective headline includes:
- The main action you want users to take (e.g., call, visit, or book)
- The service or product you are highlighting
- The location you are offering it in
- The reason why a customer should pick your business over others
For instance, a headline like “Order Fresh Flowers in Dallas This Mother’s Day — Get Free Same-Day Delivery!” works because it clearly outlines what someone should do (order), what they get (flowers), where you are (Dallas), and the benefit of choosing your business (free same-day delivery).
2. Write Clear and Action-Driven Calls-to-Action (CTAs)
A call-to-action urges readers to take that next step in their buyer’s journey — whether that’s calling, booking, or purchasing your product. Without a strong, clear CTA, even a well-designed page can fail to convert visitors into customers.
To create a strong CTA, follow these guidelines:
- Use action-oriented language: Use verbs like “Call,” “Book,” or “Order.”
- Have a clear value prop: Emphasize benefits or urgency (e.g., “Free Delivery,” “Limited-Time Offer”).
- Align your CTA with the page’s goal: Match the CTA to the primary goal of the page (e.g., “Call Now: (555)123-4567 for Same-Day Repairs” if driving calls is your goal).
Placement is equally critical when it comes to a CTA. Position CTAs prominently at the top of the page, repeat it within the content, and include it again near the bottom.
3. Incorporate Social Proof and Visual Evidence
For visitors who are still on the fence, social proof and visual evidence provide the reassurance they need to take action.
Social proof — like customer reviews, testimonials, or ratings — helps readers see that other customers have had great experiences with your business. For example, a five-star Google review praising your fast service or friendly staff adds trust and legitimacy.
Similarly, visual evidence, such as photos of your product in action or videos of your team at work, helps visitors imagine what they’ll get when they choose you.
Here’s how to integrate these elements effectively:
- Highlight positive reviews or testimonials: Select quotes that reflect common customer concerns or highlight specific benefits. For example, if your audience values speed, feature a testimonial like: “The team arrived within 30 minutes and fixed everything perfectly!”
- Use high-quality photos: Include pictures that showcase your product, service, or location. A clean, vibrant image of your storefront or a before-and-after shot of your work can be incredibly persuasive.
- Show off ratings or awards: If your business has received industry recognition, certifications, or a high star rating, display it prominently.
- Incorporate videos: A short clip of a customer sharing their experience or a demonstration of your service can make your offering feel more real and trustworthy.
4. Help it Rank
Creating a great local landing page is only half the battle — getting it in front of potential customers on Google is the other. By focusing on a few simple SEO practices, you can improve your page’s visibility in local search results, helping it rank higher and reach more people.
Start with a smart URL structure that clearly signals the page’s purpose to search engines. For example, instead of a generic URL like www.example.com/local-page, use a structure that includes the service and location, such as www.example.com/dallas-flower-delivery. This not only helps Google understand the page but also makes the URL more relevant and clickable for users.
Next, add local keywords naturally throughout your page. These are the words or phrases your audience is likely searching for, such as “emergency plumbing in Boston” or “same-day pizza delivery in Austin.” Use these keywords in key areas of your page, including:
- The page title and meta description
- Headings and subheadings
- The first 100 words of your content
- Image file names and alt text
Finally, use internal links to guide visitors and Google’s crawlers through your site. Link to related pages, such as a service overview or other local landing pages, and ensure other pages on your website link back to this one. This creates a strong network of connections that can boost your page’s visibility on search engines.
How to Create Service Area Pages
Service area pages share many similarities with local landing pages, so start by following the same best practices:
- Define your goals
- Craft strong headlines
- Write clear CTAs
- Incorporate social proof and visuals
- Optimize for SEO
However, service area pages have unique qualities that set them apart from typical landing pages. These pages are designed to showcase your coverage across multiple regions and provide assurance to customers that you serve their specific location.
Here’s how to tailor service area pages to make them stand out:
1. Emphasize Your Coverage Area
One of the primary goals of a service area page is to make it clear exactly what regions your team services. With this in mind, make it easy and clear for readers to know whether they can contact you for whatever services you offer.
To do this, make sure you:
- Clearly explain in detail which regions you cover. If possible, even add the streets where your service starts and ends so that there is no ambiguity for customers.
- Tell customers what services you offer and in what areas, especially if you only offer certain services in certain areas.
- Make all of this information easy to find. Use clear headers and prominent placements near the top of the page so readers can quickly determine if your service fits their needs.
2. Optimize for Regional Search Terms
Ranking your service area pages on Google requires making it clear where you operate and what you offer. These pages should include geo-targeted keywords that help your audience find you when searching for services in their area.
Key areas to include location-based keywords:
- Page title and meta description: For example, use “HVAC Repair Across Chicago and Surrounding Suburbs” for the title and a description like, “Our expert technicians serve Chicago, Naperville, and Aurora with same-day HVAC repair.”
- Headings and subheadings: Break content into sections by location to improve readability and SEO.
- First 100 words of content: Clearly establish what you offer and where in the opening paragraph.
- Alt text for images: Use descriptive names like “Denver-Roofing-Project.jpg” with alt text such as “Completed roofing project in Denver, Colorado.”
Incorporating broader location terms like “Greater Austin” or “Metro Atlanta” can also help capture a wider audience searching for regional services.
3. Explain How You Serve Multiple Locations
Service area pages should show potential customers how you can deliver high-quality service no matter where they are. Use this section to answer common questions about your coverage and establish confidence in your ability to serve a wide area effectively.
What to include:
- Your process: Describe how you manage operations across multiple areas. For instance: “Our technicians are strategically based throughout Los Angeles County, ensuring a 60-minute response time no matter where you are.”
- Consistency: Reassure customers that your service quality doesn’t vary by location. “Every project follows the same rigorous standards, whether you’re in Brooklyn or Queens.”
- Contact options: Provide a clear way to get in touch, like a central phone number or inquiry form. Highlight any flexibility you offer, such as scheduling options tailored to specific regions.
By addressing these points, you show customers not only that you serve their area but that you’re equipped to meet their needs seamlessly.
How to Keep Your Local Pages Current
If you’re a small multi-location business (e.g., with less than 10 locations), you might be able to keep your local pages updated manually. This would involve making changes to your local page, then manually visiting listing directories like your Google Business Profile and making those same changes there.
However, this can become time-consuming pretty quickly — especially if you have to make changes frequently or as your business scales into new locations.
For businesses with more locations, or if you just want to save that manual work, a tool like Chatmeter can help. You can generate multiple local pages at once, helping you establish your local search presence quickly and efficiently.
Chatmeter also has API partnerships with leading search engines, online directories, and maps, so when you update your local page, those changes are automatically pushed to your local listings without needing to update them manually.
Make Better Local Pages With Chatmeter
Local pages help you make a great first impression on potential customers — but only if they’re accurate and up to date.
Chatmeter helps multi-location businesses create and manage their local pages — like A&W. A&W has hundreds of stores across the U.S. but was missing out on valuable foot traffic by not showing up prominently in local search results. Since using Chatmeter’s Local Pages, they’ve seen a 15% increase in page-1 appearances on Google, which has driven a 13% uplift in click-to-call actions from search results.
Find out more about how we’ve helped A&W implement and manage their local page strategy. Or, if you want to learn more about Chatmeter’s Local Pages, click here to book a demo and see how we make building local pages easy.