When building material manufacturers set out to improve their search engine marketing (SEM) strategy, the pages that customers “land on” after clicking on ads are sometimes overlooked.
Landing pages are much more important than they might seem, however. In fact, according to Unbounce, the average landing page conversion rate is 9.7%, which can mean a big difference in sales.
To make your landing pages effective, you’ll want to follow a few key best practices, including personalizing them to users’ locations and making them as relevant as possible. That way, more customers will feel like they’ve found exactly what they’re looking for after conducting a search…and your brand will stand to benefit in the long run.
Here, we’ll detail some of the best ways to go about building a stronger, more effective SEM strategy with localized landing pages.
Benefits of Using Local Landing Pages in Your SEM Strategy
Don’t see how big a difference “localizing” your landing page can make to your SEM campaign outcomes? Here are just a few of the benefits that, when taken all together, make for an efficient, revenue-boosting marketing strategy:
The more you make your content relevant to web users, the more invested they’ll be in engaging further with your brand. In turn, they’ll be more likely to convert by signing up to learn more from you, make an inquiry, or make a purchase outright.
That said, doing everything you can to make your landing pages more relevant to your audience will see more of those users converting to qualified leads and customers.
How can you achieve greater relevance? Ensure that each landing page includes content such as local photos and maps, as well as events and promotions — especially those that are connected to well-known dealers or contractors in the area.
This will foster a sense of familiarity, and more consumers will go further with your brand.
More Successful Ad Campaigns
With optimized local landing pages, your online ad campaigns can hone in on keywords that target specific locations.
As an example, imagine you’re a roofing product maker who sells cedar shakes. Instead of the generic “cedar shakes,” you might use terms like “cedar shakes california” or “cedar shakes los angeles” in your ads and landing pages.
This way, homeowners in Los Angeles searching for cedar shakes are more likely to see your ads in their search results. Your landing page will feel more congruent to them as well. It’s your opportunity to lead them to LA-based dealers and installers for the cedar shakes they’re looking to buy.
Targeting local areas is one thing…but you can achieve hyper-local targeting by going beyond state and city, and mentioning neighborhoods and even specific zip codes in your ads and throughout your landing pages.
Again, this increases the all-important relevance factor. The more your landing page matches the user’s exact search keywords and location, the more instantly useful it will be for them.
That means your enterprise building materials brand will have a voice in the immediate environment of your web visitors…not just in their hometown!
All said and done, localizing your landing pages can earn you the best ROI on your pay-per-click (PPC) ad campaigns. You’ll not only target customers with more precision, but you’ll forge stronger connections between them and the local stores, dealers, and installers they’re familiar with.
Types of Local Landing Pages
The local landing pages that work so well for savvy building materials manufacturers fall into several buckets.
The one thing they all have in common: they appeal to specific audiences based on location. From there, however, you have a wide palette of content types you can highlight on your SEM landing pages, from store information and maps to customer reviews and virtual previews of retail stores and showrooms.
Here are just a few ideas you can implement for more effective local landing pages:
1. Localized Product Page
Best Cheer Stone, the maker and supplier of premium stone materials, has created local landing pages that demonstrate an awareness of customer locations while cleanly presenting their product lines.
From top to bottom, the page is subtly customized for customers who live in Irvine, CA. Local details include the address, phone number, and hours of the nearest showroom, with a special emphasis on the products available there.
Further down, the page tells customers how long their area has been served by the company, and even shares reviews from past buyers. It all adds up to a user experience that feels personalized and inviting.
2. Localized Design Consultation Page
The interior designers at Canadian firm Lumar Interiors show how a local landing page can be effectively used to promote design consultations.
This landing page captures the upscale, high-end service that clientele in Aurora (near Toronto, Canada) can expect from this company and its local design studio. The page features stunning photo examples of design work, along with positive reviews from Aurora residents and a map of the studio’s service area.
3. Localized Quotes and Estimates Page
Yet another great localized landing page comes to us courtesy of Footprints Floors, experts in flooring installation and restoration.
The simple, easy-as-can-be contact form lets customers submit requests for estimates to installers, a great convenience factor for any local homeowner. As the user scrolls down, popular flooring options in Jacksonville, FL are highlighted along with intentional mentions of the location.
This not only indicates to users living in Jacksonville that the page they’ve landed on is for them — it will help organic search engine rankings for this page, as well as make PPC ads that use those keywords more effective in converting local prospects.
4. Localized Contractor/Installer Page
Rose Roofing, a contracting company based in Texas, is doing a great job engaging homeowners with their localized installation request page.
This landing page helps connect Katy, TX homeowners and commercial building owners with Rose Roofing professionals in their area. The page’s contact form lets potential customers get quotes directly from a local roofing company.
Further down the page, there’s search-optimized content using the terms “Katy roofers” and “Katy roofing,” which can go a long way towards perceived relevance in the eyes of both users and search engines.
5. Localized Dealer/Showroom Page
The following landing page from Georgia-based lighting manufacturer Circa Lighting reveals what’s possible when highlighting a local showroom.
Customers interested in Circa’s products can take a virtual tour of their local showroom or schedule an in-person appointment on this page localized for Scottsdale, AZ. The page has a map showing the showroom’s location and helpfully lists the address, hours, and phone number.
How to Easily Create Hundreds of Local Landing Pages
As you’ve seen, there are many effective ways to use localized landing pages to improve conversions for Google Ads and other SEM campaigns.
There’s just one problem. Creating multiple localized pages can be very time-consuming for manufacturers to create manually, especially if your brand has a presence in hundreds of locations.
There’s a dynamic solution that does it all for you, with better lead generation and marketing in mind: Bullseye Locator Software.
Aside from building locator pages that quickly and intuitively direct your web visitors to dealers or contractors near them, Bullseye can dynamically create hundreds (even thousands) of local landing pages that you can immediately use in your SEM campaigns.
Here are some of the specific ways Bullseye will add value to your SEM strategy:
Enrich Pages With Content Tailored to Each Dealer and Contractor
Bullseye’s dealer-focused content management system (CMS) helps your dealers upload and keep track of data such as addresses, hours, photos, service descriptions, and reviews. If you work with contractors, it’s easy for them to upload content for custom-branded local pages showcasing their unique expertise, certifications, and services.
This way, you no longer have to manually request key business information from local pros and dealers, and wait ages for them to respond.
Using a variety of methods, including automated XML file imports and third-party integrations, Bullseye can quickly publish tons of keyword-optimized pages for each location that your business has a presence in, as well as for each dealer or contractor listed in your locator page.
Use Customized Local Landing Page Fields
Pages can be personalized using custom local page fields as needed. This is useful for displaying unique information related to a dealer or contractor’s products and customer needs, such as a list of specialized services or retail store inventory.
Custom fields take the form of simple text, drop-down menus, hyperlinks, PDFs, images, and more, enabling you or your authorized dealers and installers (if you grant them permission) to add even more useful, consumer-focused content to landing pages.
Leverage Images for More Conversions
Web users are 80% more likely to read landing pages when the written copy is combined with photos, according to Venngage. Your Bullseye-built local landing pages can be used to showcase completed projects in homes or offices, which can boost sales.
With the “gallery” functionality Bullseye provides, it’s easy for users to click through installations from your authorized contractors, imagine their own projects being completed to their satisfaction, and engage further with your brand and a local pro from there.
Display Customer Reviews
Don’t overlook the impact that customer reviews can have on your conversion rate. According to HubSpot, 36% of top landing pages have testimonials and 11% have customer reviews.
Bullseye allows you to either add native reviews or pull reviews from sites like Google or Yelp. You can then combine those reviews with the localized content on your landing pages for a powerful content piece that converts prospects like wildfire.
Pay Attention to Your Local SEM Landing Pages for More Building Material Sales
There’s no doubt about it: localized landing pages are an effective marketing tool that can help building material manufacturers enhance their existing SEM strategy.
For the best results, however, a lot of careful consideration should go into creating these pages.
You’ll want landing pages that funnel customers towards your best dealers and contractors, while being enriched with local search keywords and content that speaks to consumer needs and desires.
To add to this, you’ll want a premium software solution like Bullseye that not only brings in leads for your local partners — but generates these optimized landing pages en masse for the best-possible ROI for any local SEM campaign you ever run.
Simply put, Bullseye takes the hassle out of it all. Use Bullseye to create and manage vast arrays of localized landing pages faster, easier, and more profitably. If you’re ready to learn more, schedule a free demo today!
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