Websites and ads that bring in local customers.
Your website backs up your Google profile, and ads can fill quiet weeks. Here's what matters for a local business.
The basics
Make the next step obvious
Phone number, booking button and service area at the top of every page, with one tap to call on mobile.
One page per core service
A clear page for each main service helps you match more searches. Location pages should be genuinely local, not copies with the town swapped.
Show your reviews
A live review widget builds trust at the moment someone is deciding, and real photos of your work beat stock images.
Key terms
- Conversion rate
- The share of visitors who take the action you want, such as calling, booking or filling in a form. If 200 people visit a page and 10 enquire, the conversion rate is 5%.
- Doorway page
- A thin page made only to rank for a search and funnel people elsewhere, such as dozens of near-identical "plumber in [town]" pages with the town name swapped. Google treats these as spam. Location pages need genuinely local content.
- E-E-A-T
- Experience, Expertise, Authoritativeness and Trust: the qualities Google's quality raters look for in content. For a local business that means real photos and examples of your work, named people, clear contact details and honest reviews.
- Local Services Ads
- Google ads for service businesses that appear at the very top of some local searches, charged per lead rather than per click. Businesses pass Google's screening checks before they can run them, and reviews strongly affect where they show.
- Location page
- A page on your website for one branch or area you serve, with its own address or service area, local photos, reviews and directions. Good location pages are genuinely different from each other, not copies with the town swapped.
- Review widget
- A block of your latest reviews shown on your own website that updates automatically. It builds trust at the moment someone is deciding, though Google doesn't show star ratings in search results for reviews you display about yourself.
- Schema markup
- Code on your website that labels facts for search engines, such as your business type, address, opening hours and services. It doesn't directly lift rankings but helps search engines and AI assistants read your details correctly.
Features that help
Review widgets and testimonials
Twelve widget styles that show your latest reviews on your website and update themselves.
Learn more about Review widgets and testimonialsReports and dashboards
See the calls, directions and clicks Google sends you, your rating progress and every review, in one report.
Learn more about Reports and dashboardsOther topics
Local SEO
How Google decides which local businesses to show, and what you can do about it.
Learn more about Local SEOGoogle Business Profile
Set up, fill in and maintain the listing most customers see first.
Learn more about Google Business ProfileReviews
Get more reviews the right way, reply well and protect your rating.
Learn more about ReviewsAI search
How ChatGPT, Google's AI answers and other assistants pick local businesses.
Learn more about AI searchCalls and enquiries
Answer every call and message fast, so searches turn into customers.
Learn more about Calls and enquiries
See where you rank before you spend another dollar on marketing.
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