Increase Sales With A Localized Web Page

The central objective of marketing and advertising programs are to win new business and increase revenue

. Accomplishing this objective requires understanding buyer tastes, preferences and local behaviors. Putting all the information on consumer behavior together is one issue, but using it to attract new buyers and customers on the internet is another, bigger challenge. Businesses that can attract local customer traffic to their web pages though, are ones that thrive even during difficult economic times. Contractors using local search terms, such as Chicago Epoxy Flooring not only segment their market, but build loyalty in the primary service areas.

Constructing a company web page to compete for business on a local level is generally referred to as "Localization." This process combines aspects of local consumer behavior along with page optimization techniques that highlight not only the behavior characteristics, but also the geography involved.

Many large companies invest heavily in Search Engine Marketing and Optimization to attract customers to company web pages. This doesn't mean that small companies can't compete using similar methods though. There are three primary methods or areas that smaller enterprises should focus on when competing on a localized level:

Local Conditions Specific Business Deals Local Search Engine Optimization

Local Conditions - Blogs and web pages provide rapid communication with your customer and community regarding conditions that might change frequently. Pages can be quickly updated in response to changes in the local business environment. Some of these, such as weather related conditions might generate new customer web traffic. Businesses such as snow tire dealerships or furnace repair services cater to local customers suddenly concerned about snow and cold. Reaching out via your blog or website shows the community that the business is aware of conditions "on the ground" in your city or town and is aware of whatever unique local problems might exist. Acknowledging these conditions in your blog posts establishes local credibility and trust within your community and can ultimately attract new customers.

Specific Business Deals - Asking potential customers to print the web page or coupon on the web page can be a good way to increase local business. These offers can be posted and removed quickly and allow the local business owner to not only offer good reasons to visit the business location, but also to potential customers to frequently visit the website. Coupons or sale offers are also a good way to measure effectiveness of one's discount program on the web.

Email registration lists can also push traffic to the business web page. Collecting email addresses from those that visit your page can provide a ready mailing list for promoting the next sales event. Setting up an 'opt-in' or registration screen is not too difficult, but may require the services of a blog or web page consultant. As this process isn't terribly complicated, it shouldn't be expensive.

Local Search Engine Optimization - Setting the proper SEO configurations on your page can help search engines find and present your website to those looking for information about your product or service. Pages and blog posts that deal with specific customer questions or commonly faced problems can attract a great deal of search engine traffic.

One of the more overlooked elements, but one that is essential to localization is inclusion of a geographic name or identifier on the page title as well as within the page itself. Including a city name or name for an area in which the business provides goods and services frequently causes the page to be displayed when local consumers are seeking help. If one's furnace goes out in February, the consumer is going to search for something like "furnace repair in Ann Arbor" instead of simply "furnace repair."

Localizing the web page can attract a great deal of local buyer traffic. Configuring a page to attract that local traffic can yield significant revenue.

by: Matthew Stone.

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