How to write a local landing page that is not thin

A local landing page is a page on your website about one service in one place, such as boiler repair in a nearby town. Done well, it is the page a nearby customer lands on from search or from your map listing. Done badly, it is the same text with a new town name, and search engines learn to ignore it.

What makes a local landing page useful #

Ask what a customer in that town needs to know before they call you. Then answer it on the page.

• How you get there. How long it takes, and whether you charge for travel.
• Work you have done there. A short note on a job nearby, with the client's permission.
• Local details. Parking, access, or common problems with the local housing.
• Who will come. A name and a photo of the person who covers that area.

Google's guide to creating helpful, people-first content asks the same question in its own words: would a reader leave satisfied?

What to leave off #

Leave off long lists of towns, and paragraphs that repeat the town name. Leave off pages for places you do not serve. A few strong pages beat many weak ones.

Link it from your map listing #

Your map listing and your landing pages work as a pair. The checklist for your business profile shows where the link goes.

We used this approach in our work for a family plumber. For a clinic with one site, the same thinking produced a single page, as our physio booking page case study shows.