30 Important Local Business website components
95% of local business websites I come across are missing many of the most important elements. I think the reason for this is that there is so much to think about when planning a website and the process can become overwhelming for all parties involved.
I decided to put together a checklist to help make that process a little easier. If your business’ website ticks all these boxes, you will almost certainly see an increase in organic search engine rankings, new customer enquiries & sales.
The checklist is certainly not exhaustive, so go ahead & suggest any useful additions in the comments section below the post.
If you find the list useful, Consider share it with your web developer or marketing agency so they can help you implement the recommendations.
I’d also love you to share this article on social media to help other businesses benefit.
Local Business Website Checklist
- Easy to find phone number on all pages that is “Clickable” on mobile devices
- Contact info on every page – Consistent inclusion of your Business Name, Address & Phone Number is essential. (Your website’s footer are is a good place for this info)
- Great Images – Does your site use attractive, engaging images that really represent your business’ brand?
- An informative “About Us” page – Tell your prospective local customers as much about your company mission, it’s history, staff, etc
- Social sharing buttons
- Links to social media profiles. Even better – Embed a Facebook “Like” button on your site so people can become a fan of your business on Facebook without leaving your site!
- Compelling calls to action on every page. “Get a free quote” is great, but try to think of an even more compelling reason for people to contact you
- Don’t forget your contact page. Make it as comprehensive & clear as possible.
- Include your opening hours on every page
- A “Get Directions” link to your business location/s on Google Maps
- A description of your address i.e. “Our office is located on the Eastern side of Smith Street, right behind McDonalds at the top of the hill next to the traffic lights.”
- A company blog – Does your website have a regularly updated blog with useful, relevant content for your local customers?
- Have a page for each product or service that you provide. Identify the main product/service categories within your business and make sure there is a high quality page for each. Remember, alot of your local visitors will find your service pages before they see your home page, so you want every page on your site to present like your home page would – Nice images, great calls to action, etc.
- Here’s a simple one – Include a clear, high quality logo at the top of your website
- Easy navigation from home page – Can your users reach all of your main website pages within 1 click from your home page?
- Easy navigation from product / service pages – Can your users easily access other relevant pages after they land on one of your product pages? eg. If I’m on a Plumber’s “Plumbing Services” page, would it also be useful to be able to click through to their Hot Water Systems page from the sidebar area or from a link within the Plumbing Services page content?
- Video – Video is a great way to quickly engage your visitors and explain to them what your business is about, where you service & how you can help them
- Credibility Signals – Industry Association membership logos, Years you’ve been in business, License numbers & professional qualifications are some of the great ways you can convey credibility to your visitors.
- Professional, easy to read content. It’s worth hiring a professional copywriter to craft your text content. Most consumers don’t want to read novels of text when they’re looking for a local business. Utilise clear, concise wording & dot points to get your message across
- Use local keywords in the title tags on your website eg. If you’re an air conditioning company doing ducted systems in Sydney, your title tag might be “Ducted Air Conditioning in Sydney: ABC Your Business Name”. Do a Google search to find out what a title tag is and how many characters long it should be
- Use relevant keywords within your page’s headings & text content so Google can understand what your business is & does. Don’t just repeat your target keywords over & over. Employ a natural, free-flowing writing style
- Have an SEO expert analyse your website for technical issues & improvement opportunities to help Google crawl & index your site easily. Don’t know an SEO expert? Do a Google search for SEO companies in your local area and choose one that is ranking well on the front page & is willing to educate you & listen to your needs
- Ask your we developer to implement Schema.org markup on your site. This is special code that highlights your customer reviews, location details and other important elements to Google
- Ensure that your web developer has submitted an XML Sitemap to Google, which is a way of telling Google which pages, posts & other content you’d like indexed in their search results.
- Sign up for Google authorship. Do a Google search to find out what this means. It’s basically a way to help Google identify your quality content with you as a person. Great for business owners who want to build their profile as an industry authority figure
- List your prices. This may not be possible for all businesses and I know many business owners don’t like displaying their prices publicly. However, every time I’ve tested prices (or price based calls to action like “From $199”), we’ve seen an increase in conversion rates. Worth considering.
- Competitor comparisons. Create a table of features & benefits that make your business better than local competitors.
- Online booking. You’re missing out on conversions if you are offering website visitors a way to book your service (or at least an appointment) online.
- Include links to important legal documents / pages like privacy policies & terms of trade in your site-wide footer. Search engines may take this into account when assessing the credibility of your business.
- Live chat. Consider installing a live chat widget on your website to give visitors another method of converting. This is especially effective if your prospective customers are searching for you after hours.
- Use a built in online reputation management system! Customer reviews star ratings marked up with schema.org structured markup code.