You’ve got the squeeze pages and lead magnets down. You’re getting some traffic, but you you’d still like to increase your conversion rate. You’re following all the marketing advice from the heavy hitters, including split testing and tracking detailed stats.
A few marketing elements remain, however, that you may not have activated on your website. These aren’t strategies, but they play an equally valid role in marketing.
1. Placing your address and phone number in plain view
Visitors shouldn’t have to click on anything to see your phone number and address. In the past, it was common for businesses to place their address and phone number behind a “contact” link.
That tradition needs to go. The less people have to click, the more favorable they regard their experience.
Displaying your location and contact information prominently in the header and footer means people may call or find you immediately. Rather than getting lost on your website (and potentially bouncing), they can pick up the phone the moment they land on your site.
Or they can enter your address into their GPS without any fuss.
2. Individual webpages for local services
In an article titled Top 5 Issues Wrecking Local SEO For Multi-Location Businesses, Marcus Miller from Searchengineland.com outlines the major factors that drive local search. He lists the common mistakes that prevent local firms from ranking.
These include poor-quality location pages, penalties, non-discoverable pages, and the absence of individual location pages. Some experts say you have to post a never-ending stream of new pages to your site in order to rank well. But that’s only half true.
Some companies with a large number of pages maintain high rankings, but it’s not the quantity that gets you found; it’s the content. If you’re going to add pages to your website, they should be useful to both search engines and visitors.
If your business serves a large region, that’s the best reason to add pages to your site. If you create an individual page for each service area, that makes it easier for customers to find you. You’ll can publish content that speaks to each specific location on each page.
For example, Houston property management company Green Residential has built separate pages for each of its 32 service areas in the greater Houston area. This gives the firm the ability to write content for every area using each city’s name, which makes all those pages SEO-friendly.
This works because each area might have similar needs, but there are also differences in certain cases. For example, some Houston-area cities are more family-friendly than others. It’s effective to highlight this ostensibly minor facet in the page copy because some people will use the words “family-friendly” in their searches.
Designing an individual webpage for each city or neighborhood your business serves has other benefits:
- It’s great for local SEO. As people perform searches for your type of business, you’re more likely to score in the results when you incorporate the name of a specific township into your copy. For instance, some people will search for phrases like “car repair in San Mateo” or “carpet cleaning in Queens.”
- It will support deep linking. Deep linking is a complex strategy worthy of its own guide. However, this article titled will give you a start in understanding how it works.
The idea is that if you increase the quantity of internal links throughout your site, you will expand the weight and ranking of your internal pages. Home pages usually rank the best because they receive the most attention and have the most internal and external links.
But without deep linking, your internal pages are less likely to come up in search results … and visitors won’t necessarily find what they seek.
3. A call to action
As obvious as it sounds, many firms forget the call to action on their website. You didn’t build your site for decoration; you want your visitors to do something.
Whether you hope they’ll make a purchase, sign up for your email list, watch a video, or call your office, you need to tell them what to do. Make sure every page includes a call to action of some kind, even if you only ask visitors to watch your introduction video.