Tips For A Local Service Business Website

23 Feb 2017 - Posted by Julie Stewart Posted In : Builder, Business Development, Corporate, Design,


Having a business website for your locally based construction company is a great start, but remember that the Web is universal and worldwide. If you operate within local service areas, you have to make sure your business website is found by would-be customers looking to buy within your service area – and weed out all others on the World Wide Web who are irrelevant as far as your customer base goes.

Here’s a four-step process for optimizing your local service business website.

1. Find Your Keyword and Location Combination

In this step, you’re looking for your keyword, which is going to be service offering + location. Do a quick search for yours, and look at the results.

What you just found is your competition – if you’ve thought about where you service your customers, then you are probably already ranking, but what we want to do is get you to the top.

2. Create Content for Your Keyword & Location

So you know you what keyword you want to rank for, and you know the location in which you want to rank. What’s next?

The next big step is to create content. To do this, take your keyword and location and use that as a baseline for everything else. Here are the guidelines we’ve typically followed:

Locally Optimized Content Guidelines

Your target keyword and location should be present within each first unique tag. Tags are the text formatting options labeled H1 – H6 on the back end of your website where you create text. Typically, these are your category headers.  This is the crux of the locally optimized website, and will get it where it needs to go in Google’s eyes.

3. Building a Locally Optimized Web Page

So what are the important elements of a local service area business website?

I’ve grouped them into three categories:

Conversion Language (direct links to making a purchase)

  • A clear conversion point
  • Payment options (such as financing)
  • Any sales or promotions you have going on
  • Any guarantees or promises you offer


Trust Factors

  • Reviews from customers
  • Industry association memberships
  • Certifications by government or third-party associations
  • Rich content (such as a slideshow, process video, or meet the team video)
  • Links to citation pages (such as Guild Quality, Yelp, Angie’s List, etc.)
  • Awards for service



  • Gorgeous imagery (especially if your service is visual)
  • Brands your service features (if applicable)
  • Extended service offerings
  • Map of the area

Here is a sample of a well organized page that includes conversion points (red outline), trust factors (blue), and visuals (orange).


4. Integrating Your Service Area Pages with the Rest of Your Website

This is the important part – how does someone on your business website find your service area page, and how does someone on your service area page get to your business website?

Since the service area page has everything a visitor needs to convert, does this even matter?

The answer depends on your website. A good place to start is the footer. You can include your service area either as links, as a drop-down, or similar to direct people to those pages, as well as signal Google that your business services those locations.

Once you have enough unique pages, you might need a service area page that lists all of the locations you’ve made pages for. It should definitely have a map.

But wait, there’s more! You can also have hidden landing pages (not linked on your website) specific to each service area. Their existence is necessary because not everyone is going to find your website the way you think they will. They’ll pop up for certain keywords, and give searchers another way to get to your website.

So to summarize, it’s a four-step process: research everything and get to know your competition, create content for the page, template the layout for multiple service areas, and integrate it into the core of your website.


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