How to write a local landing page that is not thin
A local landing page is a page on your website about one service in one place, such as boiler repair in a nearby town. Done well, it is the page a nearby customer lands on from search or from your map listing. Done badly, it is the same text with a new town name, and search engines learn to ignore it.
What makes a local landing page useful #
Ask what a customer in that town needs to know before they call you. Then answer it on the page.
- How you get there. How long it takes, and whether you charge for travel.
- Work you have done there. A short note on a job nearby, with the client's permission.
- Local details. Parking, access, or common problems with the local housing.
- Who will come. A name and a photo of the person who covers that area.
Google's guide to creating helpful, people-first content asks the same question in its own words: would a reader leave satisfied?
What to leave off #
Leave off long lists of towns, and paragraphs that repeat the town name. Leave off pages for places you do not serve. A few strong pages beat many weak ones.
Link it from your map listing #
Your map listing and your landing pages work as a pair. The checklist for your business profile shows where the link goes.
We used this approach in our work for a family plumber. For a clinic with one site, the same thinking produced a single page, as our physio booking page case study shows.
About the author
Local search lead at Kestrel & Lime
Experience Has set up and repaired Google Business Profiles for clinics, trades and shops since the service was called Google My Business
Ravi looks after everything a nearby customer sees before they visit a client's website: the map listing, the reviews, the service pages. He writes the local search guides here, and he checks every case study that touches search.
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