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Written by Professional Academy Guest Blogger Mary Walton - professional business writer at Resume Writing Service. She provides writing consultations on PaperFellows, writing community, and blogs on Simple Grad, her educational blog.
Your landing page is crucial when it comes to conversion. When a would be customer lands on your page, they need to find the information they want right away. If they can't, they're going to click away before you can get their attention. With this in mind, localising your landing page, including the all important URL, is vital for getting the results you want. Here's how you can target specific areas and get high conversion rates.
A localised URL is more important than you would think. Using a city specific landing page means that your customer can see that you're marketing yourself as a local business. This is very simple to do, and you can target several areas at once, if you create the separate URLS for them.
For example, if you want to target different countries, then you can easily implement this. The country would come after the URL itself. If you run a hardware store, then your URL could read www.hardware.com/buy-outdoor- hardware-UK, or www.hardware.com/USA.
You could take this one step further, and use the location of your business (or the location you want to target) in the name of your company, and the domain itself. Using the hardware example, you could change the domain to something like www.UKhardware.com.
If you want to target several locations, then you'll need to create a location hierarchy in your URL set up. For each location you're targeting, you'll need a separate URL created just for that area. A word of warning, though. Google are currently cracking down on sites that abuse this system, as many sites don't post enough quality or useful content to justify it. If you're going to implement this system, ensure that you're offering enough useful content to your readers to justify it.
To do this, you'll need to pick the areas you want to focus on. Be selective, and pick the areas that will give you the best returns. Trying to cover everywhere means that you'll be spreading yourself very thin, and won't get the returns that you need.
Once you have your areas selected, you'll need to create the URLS for them. They can be as simple as this:
www.hardware.com/locations/Richmond
www.hardware.com/locations/Marylebone
If you're looking to focus on a larger area, such as the whole of London, you can create sub areas of London through your URL construction, like so:
www.hardware.com/London/Richmond
These can also be accessed through drop down menus on your site, meaning customers can find the right page for them easily.
Now you have your URLS in place, you need to create the content to go on them. The golden rule to remember is that the content needs to be useful to your readers. Keywords are important, but over stuffing them means that the site will be hard to read. As such, you could be penalised by Google.
Don't forget your call to action. It's the most important part of the page, as it encourages readers to convert to customers.
Finally, make sure that your content isn't too long. Shorter, concise pages get more information across than long, rambling ones.
And there you have it. You can target specific areas and start converting customers before you know it. All it takes is some tweaks to your current website. It's much easier than it looks, and you'll have the results you want in no time.
If you would like further information, you can visit our Digital Marketing Qualification information page, download a copy of our Marketing Qualifications brochure or contact a qualifications adviser today.