Optimising your online presence with local SEO has far-reaching benefits. It helps your business attract a target audience of local clients and boost your visibility, traffic and revenue through local landing pages.
It’s 2026 already and advice that Matt Cuts outlined in his 2010 blog post is still valid:
If your company has a bunch of store locations, please don’t hide that information behind a search form or a POST. If you want your store pages to be found, it’s best to have a unique, easily crawlable url for each store.
Matt Cuts
Let’s take a look at one example: You’re a business with multiple physical branches, such as a chain of hair salons. How do you decide which location to focus your website on?
Trick question. You don’t.
Instead, you create a series of local landing pages, each one specifically designed to target customers in the local area. This way, your website will show up in local search engine results when a user makes a relevant local query, driving more organic traffic to your website. More organic traffic equals more opportunities for conversion.
Local landing pages for your website are something you need to strongly consider if you have a business with multiple physical locations. They will effectively serve as the homepage for users searching for a business in their local area.
Want to go deeper into Local SEO? Explore related guide: Local backlinks & authority building
A local landing page will help with your local SEO and help ensure you have a prominent position in Google search results.
In this step-by-step guide, we will outline how to drive a successful campaign based on results-driven landing pages.
But first things first.
What is a Local Landing Page?
Put simply, landing pages are where website visitors land when they come across a link to your content somewhere on the world wide web.
Just like a hotel lobby, you want to provide the best experience from the get-go.
So they can be thought of as the online shop front counterparts for your physical business locations.
If you have a business with several locations, the main homepage may not appear to be particularly relevant to a potential customer who is looking for a service in their specific town.
So if Google doesn’t see you as relevant, you’re not going to get selected to be in the top search results. As far as organic traffic goes, if you aren’t ranking well on Google then you may as well not exist.
Let’s take Browns Hair Salons as an example. This is a hairdressing company with multiple salons in various locations such as Olney, Stamford, and Oundle. The main homepage serves as an introduction to Browns as a whole but doesn’t directly mention each location.
This means if a user searches online for ‘hair salon in Stamford’, the homepage of Browns website isn’t optimised for this and therefore is not likely to feature in the top SERPs.
Let’s Look at the Statistics
Let’s look at some familiar statistics. While not new, they still paint a clear picture of how important local search is.
46% of Google searches involve a local intent.
This shows that internet surfers use Google searches to support their daily life in their community. With almost half of all searches being local, all businesses should be capitalizing on the opportunity to rank first in these results.
This can be done with a combination of Local SEO best practices and an overall SEO strategy for your whole online presence, from your website to your blog to social media.
78% of location-oriented searches result in an offline conversion.
Ranking high in online searches not only impacts your traffic, conversion rates and online sales, but you will also see a boost in your offline sales too.
72% of users who ran a Google search visited a store within 8km of where they were searching.
Users will find resources that are close to home. This statistic makes it very clear that Local Search not only generates high-intent leads but also that businesses that do not rank in these Local Searches will be missing out on potential revenue.
Local Landing Page Must-Haves
As the first place your visitors will arrive, your landing page should be designed to specifically address what your audience was looking for in their preceding search.
Below we will outline the most important elements to include in your landing page which you should combine with an understanding of your audience’s search intent.
A standard layout will include:
- Headline
- Visuals
- Lead Capture Element
- CTA
- Copy
- Social Media Share Buttons
The goal of the landing page is to convert visitors. To achieve this, stick to the basics, use simple language, keep important information above the fold (don’t make them scroll to read!) and maintain a simple aesthetic (make use of whitespace and a clear layout).
Site Structure and Local Landing Pages
If your business has one location then one landing page, usually the homepage, is sufficient to greet customers. However, if you operate in multiple locations, then it is best to have a landing page for each location.
In this case, it is useful to structure your various location landing pages under an overview page within your site menu/navigation or website footer. You could include a drop-down menu item entitled ‘Our Locations’ and link to your various landing pages there.
The main thing is to think about where your audience will expect to find these pages. Here are the things you want to consider including on your local landing page:
- Address (office, warehouse, etc)
- Local representative name and contact details
- Local reviews
- Local chamber associations list
- Images / videos specific to the location
Site structure has a significant impact on usability and visibility. To prevent your website from becoming messy as you add more content, managing your site structure should be part of your strategy.
How to Optimise Local Landing Pages
Simply having local landing pages isn’t enough to get you noticed on Google. You’ll need to optimise these pages so they are understood by search engines as a good option to present to users making local searches. If you’ve optimised other pages on your website for search engines, then you’ll likely be familiar with many of the following tactics.
Definitive URLs
The URL of your local landing pages should clearly indicate to search engines and users what the page is about. This will help Google to understand the page, giving it a better chance of showing up in ‘near me’ searches. Avoid URLs that can’t be interpreted, or that are too long. For example, the URL could be:
myhairdresser.co.uk/oundle-salonmyhairdresser.co.uk/stamford-salonKeyword Research
Research keywords that are relevant to the service or product you offer, and the location your local landing page is dedicated to.
Focus in keywords with a lower difficulty rating as you’re more likely to hit the top spots in Google with these.
A combination of short and long-tail keywords often work best for local landing pages, such as ‘best hair salon in Stamford’ and ‘salon stamford’. These keywords need to be used naturally within the content, as well as in title tags, meta descriptions, and image alt text.
If your local landing page is more stuffed with keywords than a turkey stuffed with sage and onion on Christmas morning, you’ve gone too far.
Title Tag and Meta Descriptions
The title tag is the ‘headline’ that is displayed when you appear in search results, while the meta description is the summary that follows the title tag.
Any good title tag should be less than 60 characters in length, and the meta description should be less than 160 characters.
Be sure to include the keywords and location of your local landing page in both the title tag and meta description. This will give a clear signal to search engines what the page is about, and it will also encourage more relevant click-throughs from users when it appears in search results.
Contact Details
Your local landing page should include the name of your business and the physical address of your business serving that particular area, as well as the phone number.
Here you could also link to social media profiles you have for your business as a means of indicating your legitimacy to search engines.
Ensuring the contact details are correct is essential as Google will cross-match these with other contact information held about your business online, as a way of checking your authority and prominence.
Image Alt Text
Images contained within a local landing page should be optimised for your local SEO strategy.
Aim to describe the image in the alt text as if you were describing it to someone who couldn’t see it, with bonus points for including your keyword and location.
Avoid Duplicate Content
Creating high-quality content is what will drive traffic to your landing pages.
You should create unique content for each location that you target. If you publish the same content for every location and only change the name or location you can risk being penalized by search engines for duplicate content.
Creating unique, specific and SEO optimized content for each location will facilitate a sense of trust with your audience, showing that you are catering to their needs.
It will also make sure that your search positions are not affected negatively by duplicate content.
To attract local customers and show Google exactly who you want to target, you need to be creating content that:
- Uses keywords optimized for local intent to attract targeted visitors to your content.
- Matches users search intent with the type of content you put out.
What does that mean?
Based on the industry you’re in, your audience will have a preferred way to consume content. You need to match this search intent in order to rank high in Local Searches and drive visitors to your landing page.
Your landing page needs to fit the search intent of your audience to be successful. Your landing page needs to match a clear primary search intent to be successful. While users may have related needs, the page should focus on one main goal.
For example, someone searching with the keyword ’emergency dentist’ most likely wants results that provide a quick way to contact a good and available dentist. Users, in this case, will value reviews, contact information, and fast local services.
The key here is to understand the problem that you are solving for your user.
This will help you in developing long-tail keywords too.
Contact Info: NAP
NAP: Name, Address, Phone Number.
The Trinity of Local SEO. The name of your business, its address and the correct phone number should be clearly visible on your landing page.
Not only is this an important part of your landing page, but having consistent NAP information across every platform on the web is crucial to securing the top Local Search ranking spots. Google values a consistent and reliable profile business profile.
Don’t forget: If you serve multiple locations make sure to include the correct NAP info for the location that your landing page represents.
Schema Markup (LocalBusiness)
Adding LocalBusiness schema helps search engines better understand your location, services, and contact details. It can support visibility in local results and improve how your listing appears in search.
What Google actually sees:
{
"@context": "https://schema.org",
"@type": "Restaurant",
"name": "Covent Garden",
"url": "https://www.dishoom.com/covent-garden/",
"telephone": "020 7420 9320",
"address": {
"@type": "PostalAddress",
"streetAddress": "12 Upper St. Martin’s Lane",
"addressLocality": "London",
"addressCountry": "England"
}
}This is a simplified example of LocalBusiness schema in JSON-LD format. It defines key details like the business name, location, and contact information in a structured way that search engines can easily understand.
Test and Track
Once you have set up your landing page(s), the work is still not done (FYI it’s never done). The next step is to test and measure the performance of your landing pages. Business strategists will know that measurement makes improvement easier.
A/B Testing
A/B testing involves creating two very similar landing pages, launching both and then tracking which one performs better.
This is a great way to hone your landing page into the perfect conversion machine. You can adapt any page factor with A/B Testing:
- Create two identical pages
- Adapt one version and leave the other version unchanged
- Measure the performance of both pages
- Discover what worked well and what did not
- Implement the positive change
- Move on and test the next factor
There are no limits to what you can test but a good idea is to start with the factors that generally have the biggest impact on your conversions.
For example, if you want to run an A/B Test on your CTA you could try different colours, different text, different alignment on the page etc.
This is a great way to find out what is working for you and what can be improved.
Metrics to Track
As well as using A/B testing on your landing pages you can monitor their performance with the following metrics:
- Page Speed
- Page Visits
- Traffic Generators
- Leads
- Bounce Rate
- Form Abandonment
Tracking these KPIs will offer valuable insights into how visitors are interacting with your landing page. Use these in combination with A/B testing to help your business thrive. The metrics will help you determine whether you are providing a delightful user experience if your visitors see value in your offer and where your traffic is coming from.
Final Words
Local landing pages are a crucial part of SEO for any business with multiple physical locations.
They improve your relevance in local search results, and they improve the overall user experience, which of course is always a good thing in the eyes of the search engine.
Simply having them isn’t enough, you also need to optimise them.
Use our handy tips for optimising your local landing pages, or contact us if you need help with your local SEO.
