RESEARCH SHOWS THAT CONSUMERS ARE LOCAL in every step of the purchase funnel — they search, shop, and purchase locally, making it imperative for national brands to have a strong local presence online. Local Websites are the most effective solution to optimizing and capturing the attention of consumers searching online. We know they deliver better SEO, but how do they differ from campaign landing pages, and why exactly do they perform better?

1. LOCAL
WEBSITES
A INFOGRAPHIC
LANDING
PAGES
RESEARCH SHOWS THAT CONSUMERS ARE LOCAL in every step of the
purchase funnel — they search, shop, and purchase locally, making it
imperative for national brands to have a strong local presence online. Local
Websites are the most effective solution to optimizing and capturing the
attention of consumers searching online. We know they deliver better SEO,
but how do they differ from campaign landing pages, and why exactly do they
perform better? Let’s explore further.
LANDING PAGES LOCAL WEBSITES
Landing Pages:
» Are temporary vehicles
built for short-term store
traffic
» Are targets of other
marketing tactics, such as
an email link or paid ad
» Do not build value over
time
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Local Websites:
» Do not require support
from paid campaigns
» Are permanent customer
acquisition and lead
generation engines
» Incorporate organic search
best practices both on-site
and off-site
» Are conversion oriented
Local websites have evolved from their beginnings as extensions of location
finders on national dot com sites and as campaign landing pages, but not all
companies have evolved with them. In fact, many brands that have landing
pages believe they already have local websites, and these brands are missing
out on a huge opportunity to capture consumer attention at the local level
and drive ROI.
Of the 2 trillion searches performed last
year, more and more have local intent.
1
Organic search drives almost 2X as many
customer acquisitions as Search Engine
Marketing campaigns do, and Local
Websites are built for organic search.
2
Search-acquired customers are 54%
more valuable than average, surpassing
SEM, email, and social as tactics.
On mobile,
it jumps
to 50%.
30% of all
desktop
search has
local intent.
(Google)
CUSTOMER ACQUISITIONS
(McKinsey)
54%
37%
(statisticbrain.com)
12%
Organic traffic is free. Paid traffic is often too expensive. Take a
look at the cost per click for these 10 keywords.
3
(poweredbysearch.com)
Having consumers discover your website is only the first step. Conversion is
imperative. Local websites combine both steps, increasing discoverability
and conversion at that critical point in the consumer’s purchase journey.
The most effective way to drive relevant leads at the local level is to make
sure customers can find your product or category online easily. Search
engines give preference to localized results, so a brand with local websites
will have far greater search results coverage than one that relies on landing
pages or a dealer locator.
Leading national brands, across a multitude of industries, use the Balihoo local marketing
platform to activate millions of data-driven local campaigns for over 350,000 local outlets.
Balihoo is proud to call many of the top companies
in the world our customers, including Aflac, BancVue,
Geico, and New Balance.
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SIMPLE TO USE, IN RAIN OR SHINE
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CHELSEY SOSA
P (888) 555-5462
F (888) 555-5463
C (888) 555-5465
E CHELSEY.SOSA@SOLELEMENT.COM
www.solelement.com
LOCATION
4916 Randall Drive
Suite 300
Princeville, HI 96722
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SOLELEMENT
VS
CAN YOU SPOT THE DIFFERENCE?
THREE REASONS LOCAL WEBSITES
OUTPERFORM LANDING PAGES
SO, WHAT ELEMENTS MAKE
A LOCAL WEBSITE SUCCESSFUL?
PLACEHOLDER
FOR LOCAL
SITES IMAGE
Locally Optimized URL: For example,
Locally Optimized Title Tag: Local Business Name
Your Brand + Keyword | City, ST
Prominently Placed Local Phone Number: Customers
searching for a local business online show a strong
preference for phone response
Strong Call-to-Action and Simple Lead Form: Route
management system
NAP Integrity:
business online, which should be consistently referenced
across all web mentions (NAP = name, address, phone)
Local Content: Unique, local content is helpful in
differentiating templated sites from one another
Mobile Optimized Pages: Using adaptive design
The search pie is getting larger, as is
the local piece. But you must EARN
your piece of the search pie, you
cannot buy it with paid programs
driving to landing pages.
AVERAGE
http://local.yourbrand.com/City-ST/localbusinessname
SEM
CAMPAIGNS
ORGANIC
SEARCH
DISPLAY
& SOCIAL
EMAIL SEM ORGANIC
1%
1. INSURANCE - $54.91
2. LOANS - $44.28
3. MORTGAGE - $47.12
4. ATTORNEY - $36.06
5. CREDIT - $42.51
6. LAWYER - $42.51
7. DONATE - $42.71
8. DEGREE - $42.02
9. HOSTING - $31.91
10. CLAIM - $45.51
CONTACT BALIHOO
TO LEARN MORE ABOUT OUR
BEST-IN-CLASS LOCAL WEBSITES SOLUTION