If you're a therapist in Bristol, a plumber in Leeds, or a dog groomer in Manchester, you probably want people in your area to find you online. That's where local landing pages come in.
A local landing page is simply a page on your website designed to help people in a specific location find your services. Done well, these pages can bring in steady enquiries from people who are ready to book. Done badly, they sit there gathering dust.
Let's look at what actually works.
What Is a Local Landing Page?
Imagine you're a massage therapist who works in both Sheffield and Rotherham. You could have one generic "Services" page. Or you could have two separate pages:
- Massage Therapy in Sheffield
- Massage Therapy in Rotherham
Each page talks specifically about that area. It mentions local landmarks, addresses the needs of people there, and makes it easy for someone searching "massage therapist Sheffield" to find exactly what they need.
That's a local landing page.
Why Do They Matter?
When someone types "accountant near me" or "wedding photographer Birmingham" into Google, they're often ready to take action rather than just browsing. They want to find someone, check them out, and get in touch.
If your website has a page that matches what they're searching for, you give yourself a better chance of appearing in those results. And if that page speaks directly to their situation, they're more likely to pick up the phone or fill in your contact form.
A common problem is that many local landing pages are built to tick an SEO box, not to win business. They're thin, generic, and don't give visitors a reason to choose that business over the next one in the search results.
What Makes a Good Local Landing Page?
Here's what to include:
1. A Clear Headline That Mentions the Location
Don't be clever. Be clear. "Counselling Services in Nottingham" tells visitors (and Google) exactly what the page is about.
2. A Brief Introduction That Shows You Understand the Area
You don't need to write an essay about local history. But a sentence or two that shows you actually work there helps. For example:
"I see clients at my therapy room on Friar Lane, just a few minutes' walk from the city centre. There's parking on nearby streets, and the tram stop is round the corner."
This feels real. It builds trust.
3. What You Offer and Who It's For
Be specific about your services on this page. If you offer different things in different areas, say so. If you specialise in working with a particular type of client, mention it.
4. Your Contact Details and a Clear Next Step
Make it obvious how to get in touch. Include your phone number, email, and a simple contact form. Tell people what happens next: "Fill in the form below and I'll get back to you within 24 hours."
5. Reviews or Testimonials from Local Clients
If clients in that area are happy for you to quote them, a short, genuine testimonial helps. Seeing that someone else nearby had a good experience can make a real difference.
(If you're a therapist or counsellor, check your professional body's rules first. The UKCP's Code of Ethics, for example, doesn't allow client testimonials in advertising.)
Common Mistakes to Avoid
Copying and pasting the same content across multiple pages, just swapping out the town name. Google's spam policies warn against "doorway" pages, including substantially similar pages aimed at different towns or cities, and visitors notice too. Each page should feel like it was written for that specific location.
Stuffing the page with keywords. Writing "plumber Leeds" fifteen times doesn't help. Write naturally, for real people.
Forgetting to actually say where you are. It sounds obvious, but plenty of local pages never mention an address, a postcode, or even a general area. If someone's trying to work out whether you're convenient for them, make it easy.
No photos. A picture of your premises, your team, or even just you at work helps people feel like they know who they're contacting.
How Many Local Pages Do You Need?
That depends on how you work. If you're mobile and cover a wide area, you might create pages for each town or borough you serve. If you're based in one location but draw clients from surrounding areas, a handful of pages might be enough.
Start with the places where you get the most enquiries, or where you'd most like to grow your client base.
An Example
Let's say you're a self-employed bookkeeper covering South London. You might create pages for:
- Bookkeeping Services in Croydon
- Bookkeeping Services in Bromley
- Bookkeeping Services in Lewisham
Each page talks about the types of small businesses you help in that area, mentions how you work (in person, remotely, or a mix), and includes a testimonial from a client based there.
Over time, these pages can start appearing when local business owners search for help. And because each page is specific and useful, visitors are more likely to get in touch.
Getting Started
You don't need to build ten pages this week. Start with one. Pick the area that matters most to your business, write a page that genuinely helps someone looking for your services there, and see how it goes.
If writing isn't your thing, or you're not sure how to set up the pages on your website, that's fine too. It's the kind of thing a good web designer can help with.
Want a website that's built for you and then kept up for you? Elite Rose Digital sets up websites for small UK businesses from £249, then looks after them from £49 a month (12-month minimum). Tell us what you need at eliterose.digital.