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Whether you’re a multi-branch franchise or a standalone brick and mortar, localizing your content is key if you want to attract customers that are in your area.

Localizing your content and your brand means creating content that customers in your target areas, towns, cities or even countries can recognize and relate to.

We all know that having your contact information front and center on your site is one of the most simple, but also most important elements for local businesses online. But localizing your content is about more than making sure your name, address, phone number, and geo-focused keywords related to your location are present throughout your site.

Tips for Creating Killer Localized Content

Show (and Tell) Your Customers How to Find You

Give a clear sense of where you’re located. Include images when possible. This will personalize your business, give a face to your storefront, and show visitors what to expect when they arrive at your brick and mortar.

Don’t forget that pictures speak louder than words, and adding maps to your site, well, they can be more beneficial than you’d think. Adding dynamic elements like imbedded maps is a simple way to eliminate any confusion that might hinder a customer coming to your store.  If you are a service business that goes to your customers, add a service area map to your pages and mention those locations in your copy to let visitors know you do, in fact, service their area.

Verbalize Your Locations Perks

When you’re creating content designed specifically to market your local business to customers in your area, don’t just tell people your address–describe your location in ways that will appeal to potential customers. Don’t just list your business’ location, describe it. Tell customers what makes your business unique and what makes your location convenient. If your brick and mortar is in the center of town, right off the highway–say so in your content.

Approach Each Location as an Individual Entity

If you’re multi-branch business, creating landing pages for each of your locations is a given. But remember that every location might not respond to the same messaging and a one-size fits all approach to localized content on your local landing pages isn’t always the best plan of action.

Tackle the content for each page by approaching each location in whatever way will appeal to those prospective customers. Not all of your customers in every location have the same tastes, values or experiences with your brand. The kind of language that appeals to a customer in Los Angeles might be different than someone looking to find your closest Texas storefront. If some of your local customers in one area tend to favor particular services or products, if some stores have neat locations, identifiable qualities or a unique staff–reflecting that in your content can help you better attract qualified customers in those areas.