Every webpage on your site should have its own purpose. It may be purely informative, or it may target a keyword you want to rank for. With the right content writing strategies, you can enhance your search engine ranking and increase your lead conversions.
In this guide, we will go over how to write a local landing page for your Michigan business so you can attract the attention you deserve.
What Is A Local Landing Page?
A local landing page, also known as a geolocation page or website landing page, is a webpage designed around a target keyword. People don’t always “land” on your website’s homepage. Instead, they will go to a page that focuses on the phrase they used in the search engine. For instance, if you run a window washing business in Troy, someone may look up “window washing Troy, MI.” If you have a landing page with that focus keyword, you’re highly likely to show up in the search results.
Local landing pages are an essential part of the SEO silo structure. For each core service you have, you should have a parent page and five child pages that connect to it (Window Washing – Window Washing Troy, Window Washing Metro Detroit, etc.). Each child page is a landing page written with a specific location in mind.
Are Blog Posts Landing Pages?
For the purpose of this guide, we will think of blog posts and landing pages as separate entities. Yes, it is entirely possible for someone to land on your website through a blog post. In fact, that is something we strive for during our content creation process. Nevertheless, a blog post is mostly written to showcase a business’s skill, knowledge and services. It is usually informative, while a landing page may be more sales-driven.
How To Write An Effective Local Landing Page
The first thing you need to do is identify your target keyword. This will be the word or phrase that the content is based around. If you are creating an SEO silo around one of your services, the keyword will most likely be the name of the service + the location you’re writing about (or just the name of the service if it is a parent page).
Once you know the target keyword, you can outline your webpage. Think about a person who would enter that term into a search engine. What kind of information would they want to know about your business? You’ll want to include as much of that information as possible, while still making the content easy to scan.
Here are some quick tips for website content writing:
Use headings to break up your content. The headings will double as an outline for when you write the text.
Incorporate your target keyword naturally throughout the content. Some people try to force keywords into their webpages, but that will immediately turn off potential customers. If you keep the keyphrase in mind as you write, it will come up on its own.
Separate the keyword from the location if you need to. You don’t always have to put the keyword and location right next to each other in the content. The webpage will still rank well as long as both are incorporated in the content.
Explain how your services will benefit your readers. Most visitors ask themselves, “What’s in it for me?” It’s your job to answer that.
Use a bullet list toward the top of the page. This will highlight the most important benefits, services, or other information that your audience can scan through.
Write directly to your audience. Using phrases like “You can count on…” or “Take advantage of…” engages the reader and encourages them to take action.
Use a call-to-action where applicable. We try to include the business phone number at least twice in all of our landing pages, but longer pages may allow for more calls-to-action.
Write concise, easy-to-follow content. Explain as much as you can with the least amount of words possible.
Example Of A Good Local Landing Page
Here is an example of what your landing page should look like.
You can add more subheadings from there, but that structure should give you about a 400 word webpage. That is short enough to scan through but long enough to tell a story. Your readers will appreciate that.
Leave It To The Pros…
Local landing pages can be included in your SEO package. This will tremendously improve your search engine ranking, and it will enhance your website as a whole. Our professional content writers have crafted hundreds of landing pages over the years. They understand what Google is looking for and how to write content that accommodates that. Call Detroit Internet Marketing at (586) 431-1300 to learn about our content writing services, and we will create a custom SEO plan for your Michigan business.
Christopher Bower is a Member and Marketing Director of Detroit Internet Marketing, LLC and brings over 20 years' experience in marketing and online marketing. His education includes Bachelor of Science in Psychology and Marketing, and has been involved in both national and local marketing in Chicago, South Florida and Michigan.