How to Attract Customers Through Locally Optimized Landing Pages
Posted by Samantha Coren
At PullnotPush I have the opportunity to work one on one with the owners of businesses developing
inbound marketing strategies for lead generation. For local businesses that only perform services in person, such as an auto shop or hair salon, capturing qualified leads can be tricky. If your website visitors and leads aren't coming from the areas you service, then you aren't going to get the best ROI on your inbound marketing efforts.
So how do you ensure you're attracting both relevant and local attention with your landing pages?
Here are a few easy tips that will help you appeal to the locals and easily filter out unqualified leads:
Use an Offer that Encourages Visitors Come Into the Store
Let's say you run a small coffee shop and you're trying to figure out a way to build up an e-mail list for your monthly newsletter. One thing you might want to try is offering a coupon on a cup of coffee to your website visitors in exchange for their e-mail address.
Or suppose you run a flower shop and want to spark interest in your monthly newsletters; letting people know they'll receive in-store discounts through your newsletter will encourage more folks to sign up.
No one wants to give away their email address – incentivize your potential leads to do so through meaningful offers!
Give People the Option to Schedule an Appointment or Quote
If giving out discounts isn't your style (and shame on you - everyone loves deals!) you can create a landing page that lets people schedule an appointment or get a free quote. However, if you do this you'll have to stay on top of people opting in to fulfill these requests and qualify the leads as potential customers. In this case, it's a good idea to include a field to capture a telephone number.
Make sure to designate someone in your business to respond to new leads coming in if the offer requires contacting the lead within a certain amount of time. If you have HubSpot, it's easy to notify someone on your team via e-mail the second a new lead comes in the Form Manager settings.
Require a Zip Code on Your Sign Up Form
You don't need to be wearing a tinfoil hat to feel uncomfortable giving away your home address to a form on the internet. However most people aren't shy about just giving out their zip code. This is also essential lead qualifying information for businesses that provide on-site or delivery services to a limited area.
Do you run a local business? What are some ways you've attracted local traffic through your website that resulted in new customers?