How to Structure a Local Business Home Page for Better Conversion & SEO
What is the key goal of a home page for a local business?
For local businesses, your website exist for 1 purpose and 1 purpose only.
To rank your Google Business Profile (GBP)!!!
If I'm looking for a local service, I'm on Google Maps.
Navbar
We want the navbar to have easy access to all relevant links and CTA button.
No Social Media Links
Social media should not be here because we want our audience to stay within our website to reduce bounce rate.
Bounce rate signals to Google that you're not what the users are searching for.
Pages
You should have a page for every service you provide and location that you provide service in.
Heading 1 (H1)
The very first heading should include your business's primary keyword, which is your primary service and city/state of service.
You should ONLY have one H1 per page.
Subtext
Your subtext should have some variation of your primary keyword.
CTA Button
CTA buttons are the actions you want your audience to take to convert.
Secondary Action
Secondary buttons/links are not required but good to have.
Some users are not ready to convert and would need further convincing, to learn more.
Video / Image
Videos is ideal in many ways:
- They help show your expertise
- They can improve how easily people find your site
- They build trust better than text and image
If you don’t have a video, a photo of you or your team is an alternative.
CTA
You can include more than one CTA section.
Place them wherever they feel natural for the flow of the page.
Testimonials
More trust building.
You can highlight reviews from Google, Trustpilot, or any other platform that fits your industry.
FAQ's
Use this section to answer common questions your customers usually ask.
It can also help you show up in AI results and People Also Ask boxes on Google.
Google Maps
Every page on your site should include a Google Maps embed because it reinforces your location and can support your local rankings.
Footer
Your footer should include:
- Website links so your pages stay no more than 3 levels deep.
- Name, Address, Phone Number (NAP) to keep your NAP consistent, which helps with local visibility and trust.
- Place social media links at the bottom, since you don’t want visitors leaving your site too early in their visit.
