Creating Local Business Content that Generates Conversions: A Step-by-Step Guide
In today’s digital age, where AI-generated content is on the rise, it’s becoming increasingly important for local businesses to produce high-quality, human-written content that resonates with their audience and builds trust. Google, in particular, is cracking down on low-quality, auto-generated copy and favoring authentic, helpful information from real experts. This creates a unique opportunity for local businesses to stand out and generate conversions through their content.
One of the key strategies for creating localized business content that converts is providing transparent pricing details. While some business owners may push back on this idea, Google loves data. Including pricing information helps boost rankings and may even earn you a featured snippet. People want to know what they can expect before they make a purchase or pick up the phone, so providing them with an idea of the cost helps set their expectations and saves you time and money in the long run.
Another effective strategy is offering DIY tips and tutorials. By sharing helpful information on things that your customers can do themselves, you not only save them time and money but also position yourself as an authority in your industry. Look at location-based queries in Google Search Console to get ideas on what people are already looking for. Electricians can share how to test and change out smoke detectors or light switches, plumbers can show people how to unclog their bathroom sink or stop a toilet from running, and HVAC companies can provide tips for changing furnace filters. By providing this kind of valuable content, you instill trust in your brand and ensure that customers think of you when they need a big job done.
Spotlighting area events and recommendations is another effective way to build trust and engage with your local audience. Creating “best of” and “top” content lists for neighborhoods and communities, as well as reviewing restaurants or family-friendly activities, shows your customers that you’re local and actively involved in the community. This reinforces your trustworthiness and reminds people that your brand consists of real people in the real world.
Incorporating video into your content strategy is also crucial in today’s AI-heavy landscape. People want to see that you’re real, and video is a great way to show them. Whether it’s tutorials, helpful tips, or fun things to do in your local community, utilizing video helps increase your brand’s expertise, authoritativeness, and trust with your audience. Many businesses have seen great results from sharing regular video content.
Keeping your content updated and relevant is essential. Just like you wouldn’t want your employees showing up to a job in an old vehicle or using outdated techniques, your website needs to be updated and maintained to stay with the times. Don’t be afraid to update, edit, or even remove old or outdated content. Regularly refreshing evergreen pages with timely information appeals to everyone in the local community and further builds your brand’s know, like, and trust factor.
Lastly, it’s important to continuously measure and evaluate the success of your content efforts. SEO is constantly changing, and you need to make adjustments to your site structure and content as things evolve. Track and measure the results of your efforts, evaluate success, make changes, and repeat the cycle to ensure success both in the search engine results pages (SERPs) and in your conversion rates.
While creating local business content that generates conversions may require some effort and strategy, the rewards are well worth it. By providing authentic, helpful information that resonates with your audience and builds trust, you can stand out from the competition and drive meaningful results for your business. So don’t shy away from the opportunity to create high-quality, human-written content that sets you apart in the age of AI-generated copy.
