Local landing page
A local landing page is a page about one service in one town or region, such as roof renovation in Arnhem. It helps you get found by people who search for a service with a place name added.
- 2 min read
What is a local landing page?
Many customers of trade businesses search with a place name added: “dakdekker Nijmegen” or “warmtepomp installateur Ede”. A local landing page answers exactly that kind of search. The page is about one service, in one town or region, and shows that you work there.
It is a form of landing page that works both for local SEO and for ads. Someone searching on a place name lands directly on a page about that place, and not on a general homepage.
Why local pages matter
Google wants to show people the best-matching page. If someone searches for a service with a place name, a page that is really about that combination has a better chance than a page that tries to be everything at once.
It works for the visitor too. Someone who sees that you work in their own town, have done projects nearby and know how things are there with, for example, old 1930s houses or a protected village centre, feels better understood. That leads to more enquiries.
The difference from doorway pages
There is a limit. Doorway pages are pages that exist only to get into Google, with the same text in which only the place name changes. Google sees that as misleading and may rank such pages lower or ignore them altogether. They do not help the visitor, because they say nothing new.
A good local page has real, original content. Think of projects in that town with photos, the kind of homes found there in large numbers, the travel time or service area around that town, reviews from customers nearby and a story of its own. If you cannot say anything original about a town, a separate page is often not needed.
An example from construction
An example. Say a roofer works in a region with five larger towns. At first all the place names were in one list on the homepage. The business makes a page of its own for the two most important services in the three largest towns. Each page shows projects from that town, names the neighbourhoods with lots of flat roofs and has a form that fills in the town directly.
The smaller villages do not get a page of their own, but are mentioned on the page of the nearest town. That keeps every page strong in content.
Common mistakes
Copying and swapping the place name. That is exactly what a doorway page is. Write something on each page that is only true there.
Pages for towns where you do not work. That brings in enquiries you do not want, and customers who drop out disappointed.
No internal links. Google finds it hard to find a local page that is not linked from anywhere. Link from your service page and your service area.
No proof. Without nearby projects, photos or reviews, a local page is not very convincing.
How to approach it
First choose the combinations that matter: your most important services in the towns where you want the most or the best jobs. Start small and build up.
Collect real material for each town, such as project photos, reviews and local details. Write a page that helps a resident of that town, with a clear button for an enquiry. Make sure your Google Business Profile names the same service area.
Do you want this set up properly, as part of a website that brings in enquiries? Then take a look at Website design.
Frequently asked questions
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How many local landing pages should I make?
As many as you can fill with real, original content. Start with your most important services in the towns where you want the most jobs. Smaller villages can be mentioned on the page of the nearest larger town.
What is a doorway page?
A doorway page is a page that exists only to appear in Google, often with the same text in which only the place name changes. Google sees that as misleading. A good local page has content that is true only for that town.
Does a local landing page also work for Google Ads?
Yes. If you send an ad on a place name to a page about that place, the page matches the search better. That helps your Quality Score and the chance that the visitor makes an enquiry.
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