If you are running a local business, you can benefit from online marketing and SEO services. However, developing content for your local business website entails a slightly different approach. Your SEO consultant can help you in this, but you may still want to know a few things. For instance, knowing the basics of Google’s Micro-Moments concept helps you understand that different people visit your website with different purposes. Some people want to know about your products, while others want to buy from you. Also, there are people who want to physically visit your store, while others may simply want to complete a task on your website.
To address the different needs of potential customers, your local business website must have different types of content. Here’s a look.
NAP stands for name, address, and phone number. You must provide this information on multiple pages of your website. Ideally, the contact page should include your NAP on the top right. In addition, put NAP in the header or footer of every page. Also, make sure that both human readers and search bots can easily read this information. It is also important to maintain NAP consistency. For instance, if your business is called XYZ Agency, you should not call it XYZ Company, XYZ Firm, or only XYZ. Use the same spelling everywhere. Look for typos and other errors in phone number and address as well.
2. Home Page
The home page of your website is often the starting point for your visitors. Some people look for quick information on the home page, while others may want to get more details. Your content for home page should have something for both types of customers. For instance, you can use bullet lists for those looking for quick info. At the same time, provide descriptive texts about your services or what makes you stand out from the crowd, so that visitors looking for more information are not disappointed. Another good idea would be to provide links to other pages in your website for more details. Also, consider changing the home page content every few months.
3. Contact Page
Your contact page should include your NAP, a map, detailed driving directions, information on closed days and hours, links to your social media pages and blog, payment gateway, and a call to action.
4. Customer service policy
You should also develop content on your customer service policy and distribute it among all your employees, especially your front office executives. A copy of the customer service policy may also be included on your website, so that interested customers can download and read it.
5. Reviews and testimonials
Most people today read online reviews before buying a product or service. So consider creating a page for reviews and testimonials. Have a clear policy for posting reviews and testimonials. Outline the terms and conditions for reviewers. For instance, you may choose not allow posting any reviews from unregistered visitors. That way, you can earn the trust of your customers and have more people take your reviews seriously.
In addition, you should also have a products/services page and a store locator page on your local business website.