You’re now ready to turn attention to some major local business assets: the website and listings. As you continue the work of drafting a plan of action to meet your goals, you need to assess whether:
The website is free of technical barriers
The website is locally optimized for the search terms you’ve identified
The website contains basic best practice pages
The website has an effective publishing strategy
The right local business listings are being managed as valuable assets
All the most visible local business listings are accurate and free of problems
Let’s walk through this, step-by-step.
Begin by surfacing the unique selling proposition (USP)
The website, local business listings, and all forms of marketing must communicate a succinct and compelling message that helps it become known in its market for something the public wants. Inspiration can come from studying the notable USPs of other brands, paying special attention to the attributes on which they hinge. Check out these five examples:
Affinity
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis,” is the aim of Patagonia. This large outdoor outfitter chain has famously aligned its brand with environmental and social causes, giving motivated customers psychological satisfaction in choosing them. They have mastered customer-brand affinity. Emphasize what the customer base for your brand is passionate about.
Uniqueness
“Experience the ancient traditions of the Yurok people and feel at one with the river, ocean, and forest,” is the USP of Redwood Yurok Canoe Tours. The Yurok Tribe’s offering is completely unique - taking customers on guided adventures in traditional canoes in the California redwoods. It’s an experience you can’t get anywhere else in the world. Promote the rarest, most fascinating qualities of the business.
Authority
“Manufacturing the highest quality tents since 1890,” is the proud proclamation of Denver Tent . Customers looking for classic canvas tents made in the USA are able to feel trust in a business that’s been making a product for well over 100 years. It’s authority that’s the selling point here. Market the longevity of long-established clients, and for newer businesses, market any exceptional expertise offered.
Quality
“Where the world’s finest wood meets genuine craftsmanship,” is the USP of Gillis Canes. Hikers seeking a luxury walking stick are bound to encounter this small brand based in Chittenango, NY offering handmade, custom pieces. Here, quality is winning the day. If you can truly back up claims of quality with an exceptional product or service, go strong on messaging surrounding this.
Convenience
“Enjoy breakfast and lunch lakeside,” is the short and sweet claim to fame of Deer Valley Grocery. Sometimes, location is all it takes to make even a small, independent business locally famous, like this grocery store with its natural setting next to a renowned snow park. Here, proximity and convenience are the biggest draws, and for some local brands, these attributes are top of mind for specific customer needs.
If you can take all that you’ve learned in the research phases of chapters 1 & 2, and pair it with the most compelling USP, you are ready to analyze whether the website and local business listings are sending the right message to the right audience.
Next, check for basic pages and contact information on the website
Nearly every local business website should contain the following basic pages:
Home
Contact us page with NAP (name, address, phone number) up top
About
Reviews/testimonials
Location landing pages (for multi-location businesses)
A unique page for every major product/service
A unique page for each practitioner in a multi-practitioner model
Sitemap
A page for policies, disclaimers, guarantees, terms of service, etc.
A website may have dozens or even thousands of pages, but be sure none of these basics have been overlooked.
Next, do a careful audit of any location landing pages for multi-location businesses
Every unique, public-facing location of a local business should have its own page on your website. The core function of a location landing page is to ensure that a visitor clicking into the page from a local business listing, organic search result, third party site, or another page of the brand’s website finds everything they need about a specific branch to take the next step.
Use this mockup of a location landing page for a fictitious business when auditing existing pages, or when creating a plan to develop new ones. Effective location landing pages will contain some or all of the following elements: