How to Create a City Website Page that Works
As we stated, you need to be proactive when making your city website pages.
It will require thought and quality long form content, just like with every other SEO strategy.
Your city website page should have several elements in order to make it truly awesome, beneficial, and Google-desirable.
Let’s talk about ‘em:
These are all the items that you want on your web page that’s hoping to target another area:
- Title tags– each page should have a title tag that includes the location, top keyword, and your business name, and should be around 50-60 characters.
- Meta description– create a user-friendly description of your biz and what it is you offer, don’t fill it up with keywords, be compelling and around 160 characters.
- URL construction– your URL needs to make sense and should consist of your top keyword (one keyword only) and the name of the city.
- Organize with headings– if your pages are copy heavy, headings will create easy flow for your users and don’t forget to optimize each heading to benefit your overall SEO.
- Internal links– if relevant and helpful you should absolutely link to existing pages on your website from your new city page. This will automatically give your new page more credibility and you’re sharing its ranking power.
- External links– linking to relevant and informative sources in the city you wish to start ranking for will provide a fast affiliation with the area and give your customers a sense of connection. Do not just link out to city related pages that have nothing to do with your service or match the content on the page.
- Navigation– it’s imperative to have your city pages easily accessible in your navigation, if you have a slew of areas you cover, consider adding a tab dedicated to those: “Areas We Serve”.
Provide Useful Localized Information About YOU
In the past, companies often designed their city pages around the city, but didn’t talk enough about their role within the area. Yes, this may get people from the area on your page, but what are you giving them once they’re there?
Here’s an example of what your page SHOULD do: say you’re an interior designer and your office is in West Palm Beach but you also service Miami. Create a city page that focuses on jobs you’ve done in Miami, using testimonials from Miami-based clients and images from local spots.
Another example: say you’re a chiropractor and you work in Denver, but you travel all over Colorado giving lectures, teaching students, hosting events, maybe your partner with a gym, etc. Creating a city page for the places you go is an awesome way to showcase your talents and gives you some street cred, not to mention advertising.
Likeable, Unrivaled Content Creation
We talk about it a lot, we know, but your content truly needs to be stellar on all counts.
It should be informative, relevant, unique, show personality, and give your customers a reason to want to work with you.
What it should definitely never be is created in a template. No one likes that. Especially the search engines.
They’re really smart now and they don’t want to see your redundant pages trying to trick them.
Using tools for the benefit of the search engines such as LSIgraph.com will help you in providing excellent keyword phrases that are on-topic and relevant to your business, while making you easily accessible to the user.
And don’t forget about your images and videos. Sooooooo important.
These things tell your story and offer access to who you are to those customers who don’t have the time or patience to read your super thought-out, quality copy.
Show a video of what you do. How it’s made. Your customer’s reaction. Doing this will not let you down.
Imagery also shows the faces behind the brand and offers personification, personality, persona, a personal connection.
You see where we’re going with this, right? People want to interact with people. So, be a person to your customer.
Who Are You and What Are You Offering?
Ask yourself a few important questions before you start creating the content for your pages and in these questions you should try to identify your brand, your business, your story.
- What does your company value most? Do you have a mission statement? What are your beliefs and goals?
- Have you been working in this area long? Why would you like to move into this area?
- What do you offer this area?
- Are your offers better than the competition and if so, how? Why? What makes customers choose you?
- Do you have a dedicated team for this area? If so, explain who each team member is and add an image with a quote that references this area.
- Have you won an award in the area? Have you hosted an event in the area? Are there venues or ventors you use in the area?
Answering these questions will allow you to write to that specific community without using generic information.
Who Is Your Customer and What Are They Looking For?
You have customers, so let them tell you how you should speak to them. What are their most asked questions? If you can answer these questions with city-specificity, that’s a huge win.
And because we live in an image-centric world, like we stated above, show off some of your work through images or videos.
When possible, detail your local successes through case studies that tell the story of how you provided value to a customer.
Taking advantage of all of these tips will tell your customer exactly what they need to know about your business.
All Those Rave Reviews
When creating your city website page, it’s no time to get bashful. Plug yourself as much as you can.
If you have local testimonials and reviews, play those bad boys up. Not only are you helping to solidify your brand, but when customers see a great testimonial, they trust it. That means they trust you.
Bonus Local SEO Note: When you collect all those testimonials and display them on your website, don’t forget to include the person who provided the testimonial’s location since it’s a location you hope to rank for.
“We love working with blah blah blah,” – Jane. D, Company Name, Boca Raton, Florida.
This is a great big win for your SEO campaign, too. The search engines love this unique content.
Getting a good review these days plays a huge role in your local SEO, so you’re making everyone happy when you get those customer shout-outs.
Build the Trust
While we’re on the subject of trust, there are a few other ways to display that you’re trustworthy to those potential new customers.
Highlighting your guarantees will let people know that you stand behind your product or service and gives your customer base a sense of comfort. Everyone loves comfort. So, if you offer guarantees, be sure it stands out on your page.
You should also mention any awards, associations, and / or relevant memberships on the page. This will only help your credibility. If you can be seen as an industry insider or leader, the customers will want to work with you.
Telling your community that you think highly of recognized associations within your industry, and that you either contribute to or are part of them, you’re stating that you believe in your industry.
People like to work with people who show passion and commitment for what they do.
Have you given a podcast? Have you given a lecture? These are great trust-builders. Have you been included in a press release? A news story? If so, do NOT hide this information- your customers will eat it up!
You know what else people eat up? Being able to reach you. Don’t let this simple task get away from you. You should have your contact info on every page and it should be a quick find.
Be sure to include all contact numbers if you have more than one, all the differing email addresses (if applicable and be sure to tell the user what email goes with what service), your hours, directions, and payment options.
Getting Local With It
Now you’ve got all the must-haves to create your city website pages. But can you offer even more to your target area?
Here are some great ways to keep your local area in the know about you and all you have to offer:
- A “Resources” section– are there documents you can provide a specific area that will benefit them? Maybe you can create a calendar here, or a list of terms, or statistics.
- An events calendar– are you hosting anything? Are you going to an event that your local customers would be interested in? Detail the events and give yourself credit and advertising if you’ll be leading or hosting one.
- Sponsorships– are you involved in the community and sponsoring a team or a road-cleanup, maybe you’re part of a run for charity? Let the people know.
- Specials– are you offering specials that are dedicated to this area only? We all love a special. Tell the community that because you reached your 100th customer in the city, everyone gets a deal! It’s a cause for celebration!
Many of these tools will provide ample link-building opportunities as well, so keep that in mind as you design the page.