What Is a Local Landing Page? (And Do You Need One?)
When someone searches for a service near them, like “hairdresser in Eastleigh” or “plumber near me”, Google doesn’t just look for any website. It looks for a local match.
That’s where local landing pages come in.
So… What Exactly Is a Local Landing Page?
A local landing page is a specific web page created to target a particular location. It’s designed to show up in local search results and helps Google understand that your business serves people in that area.
Imagine you’re a roofer based in Southampton, but you also cover Eastleigh, Winchester, and Romsey. You could create one page for each of those places, like:
/roofing-eastleigh
/roofing-winchester
/roofing-romsey
Each page would explain your services and include details that show you genuinely operate in that location.
What Makes a Good Local Landing Page?
Not just a copy-and-paste job. Google’s smarter than that.
Here’s what makes a local page effective:
✅ A clear H1 title mentioning the service and the location
✅ Local contact info (like a phone number or address if available)
✅ Local reviews or testimonials
✅ Mention of nearby landmarks or areas you serve
✅ Original content - not the same page with the town name swapped out
Do You Actually Need One?
Here’s the honest answer:
Only if you serve multiple towns or cities.
If you’re based in Southampton and only want customers from Southampton, then your homepage might do the trick.
But if you travel for work - say you're a mobile dog groomer or a tradesperson - it can help to have dedicated pages for each area you cover.
It gives Google more confidence that you’re relevant to local searchers in each place.
Local Landing Pages vs. Google Business Profile
They’re different, but they work well together.
Google Business Profile helps you appear in map results.
Local landing pages help you appear in the normal search results (under the maps).
You want to show up in both.
What Happens If You Don’t Use Them?
You might be invisible to people searching in the areas you actually cover.
Google won’t automatically know that you serve Winchester unless your website says so, clearly and confidently.
Local landing pages are one way of doing that.
Real Local Examples (And What to Include)
Let’s say you’re a cleaning company based in Southampton, but you also cover Totton, Hedge End, and Chandler’s Ford.
A good local landing page for “End of Tenancy Cleaning in Totton” could include:
A heading like “End of Tenancy Cleaning in Totton”
A short blurb about how you regularly help tenants and landlords in Totton
Mention of specific estates (e.g. “We’ve cleaned properties across Calmore and Testwood”)
A testimonial from a Totton-based client (with their permission!)
A Google Map embed centred on Totton
You can also feature practical details like local availability (“We offer next-day cleaning in Totton”) or pricing if it varies by location.
Bonus Tip: Don’t Overdo It
While local landing pages are useful, creating too many can backfire if they’re thin or repetitive.
Start with your top-priority areas (places where you actually do business) and take time to make each one genuinely useful.
A few strong pages will always beat ten generic ones.
Done right, these pages don’t just help you show up on Google, they make local customers feel like you’re already part of their area.
TL;DR
Local landing pages target specific locations.
They help you show up in local searches outside your immediate base.
Only build them if you genuinely serve that area.
Make sure each one is unique and helpful - not copied and pasted.
Want to show up in more local searches?
If you serve more than one area, local landing pages could make all the difference.
👋 Get in touch if you'd like help planning or writing them - or if you're not sure where to start.
Let’s make your business easier to find.
What’s the difference between a landing page and a local landing page?
A landing page is any standalone web page used to convert visitors - often from ads or email. A local landing page is specifically designed to rank in location-based searches.
Can I just list all my service areas on one page instead?
You can, but Google won’t always rank a general list. Dedicated pages tend to perform better - if they’re unique and helpful.
Do I need a separate Google Business Profile for each location?
No. In most cases, one Google Business Profile is enough unless you have physical premises in multiple towns.
