Content Optimization for Localized Web Sites

Ashley Bailes - September 26, 2007

As more corporate and big-business sites are optimized nationally, many smaller localized companies are left asking… but what about me? It is just as important for small businesses to optimize their web sites as it is for any company. With more potential customers searching online for services, local companies with an online presence have more of a chance to benefit from this client base.

Many local businesses operate under the false presumption that prospective clients are only searching for their contact information. They are forgetting to address why someone would seek their local services in the first place! In addition to your company background and the products and services you provide, supply your visitors with as much helpful information possible. Local sites that offer relevant resources gain credibility with potential customers and that can lead to an increase in business.

However, great content is unique within each industry and business model. Many service-industry sites use common questions from their clients as FAQ pages – and it certainly makes sense to do so! If you can offer answers to their questions before clients even ask, it will help to boost the value of your services. Other resourceful content can include client testimonials, ask-the-expert pages, and links to services complementary to yours.

Remember, your client base is turning to the search engines more than ever to find local services. Company contact information should not be the crux of your site… More beneficial is a site containing both relevant and helpful resources. It is the presence of this useful content on a site that will encourage prospective clients to choose you for their service needs over your competitors.