One of the most important components in a local marketing strategy is the development of local landing pages. A local landing page, also known as a location page, is a web page that has been created for an individual store location belonging to a chain or franchise. A brand with hundreds of store locations might have hundreds of local landing pages, each containing information that is specific to the geographic area the business serves.
Local landing pages tend to be most prevalent among service-based businesses and brick-and-mortar businesses with multiple locations.
Local landing pages are high conversion pages. Ideally, these web pages should be optimized for local search so they appear in the first page of search results (SERPs) when people search for relevant location-targeted or geo-modified keywords.
According to a survey, 18% of local smartphone searches lead to a purchase within a day, compared to 7% of non-local searches. Because local landing pages have such high conversion rates, businesses should get these web pages in front of as many local searchers as possible.