Are you looking to attract more local customers? Location-based targeting is a powerful strategy that helps you connect with audiences in specific regions. Instead of casting a wide net in the sea of search results, marketers can use location-specific landing pages to reel in the right customers by addressing their local needs directly.
These pages are designed to create highly relevant, personalized experiences that resonate with local audiences—boosting engagement, driving conversions, and enhancing the overall customer experience.
Let’s explore how location-based targeting can transform your marketing strategy and what you need to know to create landing pages tailored to specific locations.
Note: The brands and examples discussed below were found during our online research for this article.
What is location-based targeting?
Location-based targeting is a strategy that tailors content to a potential customer’s physical location, making it more relevant to those searching for a local solution or service. This approach helps businesses create landing pages that directly address the specific needs of a geographically targeted audience, using location-specific keywords to improve visibility in Google search results.
If someone is looking for a dog groomer in Phoenix, they might search “dog groomer in Phoenix, AZ.” They’re more likely to click web pages that specifically mention their location on the search engine results page. As a Phoenix-based dog grooming business, you’d want to highlight your convenient location and your readiness to meet their needs—especially during the hot summer months when dogs need a cooler cut.
Businesses can tailor their landing page content to a visitor’s country, city, or even neighborhood. Doing this demonstrates a deeper understanding of the customer’s unique needs, preferences, and challenges. A dog groomer in Phoenix wouldn’t just be more accessible than one in Buffalo, NY—they would also have a better grasp of local concerns, like Arizona’s scorching summer temperatures.
While many confuse location-based targeting with geotargeting, the two are slightly different. Geotargeting uses GPS data, IP addresses, or location services to deliver content in real time based on the individual’s exact location. In contrast, location-based targeting is more focused on the search intent behind a query, serving content that matches the user’s interest in finding a solution nearby.
Why does location-based targeting improve the effectiveness of a landing page?
Personalization is the cornerstone of local landing pages that convert. When your content speaks to what customers need, they’re much more likely to engage. Location-based targeting takes this a step further by making your solutions personalized and geographically relevant. Local businesses often have an edge here—people naturally trust services and products that feel close to home and are tailored to their specific area.
Outdoor retailer REI uses location-based landing pages for each of its stores. These pages include essential details like the store’s address, contact information, operating hours, and a Google Map for easy navigation. They also feature in-store services and shop options, so customers know exactly what’s available before they visit.
Visionworks is another great example of a company leveraging location-based targeting to improve the user experience. Their location-specific pages provide important details, such as store hours, addresses, and driving directions. They go a step further by offering specific information about nearby shopping centers, restaurants, and schools, making it easier for families to plan a convenient trip to the eye doctor.
By delivering highly relevant, location-based information, these businesses enhance the customer experience, making it more seamless and personalized—ultimately driving higher engagement and conversions.
Important elements of an effective location-based landing page
Creating an effective location-based landing page involves more than just adding local keywords. Each element plays a crucial role in optimizing your pages for local search engines and driving better results.
Here are the key components you need to consider:
Relevant, localized content
Relevant and localized content is king when it comes to reaching and engaging customers in a specific region. This content should demonstrate your understanding of the local audience’s needs, preferences, and cultural context. For instance, using language that resonates with the local dialect or addressing regional concerns can make your content feel more relatable and authentic.
If many of your target customers speak Spanish, consider hiring a professional translator with native proficiency who understands regional nuances. When targeting non-U.S. audiences, also ensure pricing is displayed in their local currency for easier comprehension.
Remember, content goes beyond just words. Incorporate images and visuals that your audience will identify with. For example, if you’re a roofing contractor serving clients in the Midwest, opt for photos that reflect local architecture rather than beachfront homes.
Feature region-specific success stories as social proof to build trust and meaningful connections. Sharing testimonials and case studies from local clients can make your content more compelling. When prospective customers recognize familiar challenges or landmarks, they’re more likely to feel drawn to your business.
Local SEO optimization
Optimizing your landing page for local search engine optimization (SEO) is crucial for attracting targeted traffic and improving visibility in search results. A local SEO strategy helps ensure your page appears when people search for products or services in a specific area, especially when using “near me” searches. These searches indicate a high intent to find nearby solutions, making landing page optimization essential for capturing qualified leads.
To optimize for local SEO, incorporate location-based keywords and phrases, including “near me” variations, into your metadata, such as title tags, headers, alt tags, and meta descriptions. A bakery in Chicago could use keywords like “best bakery near me in Chicago” to target users searching for nearby options. Additionally, focus on building high-quality backlinks from local websites to improve your rankings.
Using LocalBusiness Schema Markup can also enhance your landing page optimization by providing search engines with structured data about your company, such as your business name, address, phone number, or business hours. This boosts local search rankings and ensures customers can quickly access the information they need.
Geotargeted CTAs
Geotargeted calls to action (CTAs) are powerful tools for driving user action because they align with the visitor’s location and intent. A personalized CTA, such as “Get Free Shipping in [City]” or “Visit Our Store in [Location],” can significantly increase conversion rates by making the offer more relevant and timely.
Tailoring your CTAs to reflect regional promotions, events, or needs creates a sense of urgency, encouraging searchers to act based on their specific situation.
How to build a location-based landing page strategy for your website
Now that you know the basics of location-based landing pages, here are some practical tips to help you create an effective strategy.
Determine the geographic areas you want to target
First, decide which city, region, or service area to focus on. Identify areas with high concentrations of prospective customers, but be realistic about your capacity to serve them—you don’t want to overcommit just to cast a wider net. Once you’ve narrowed down your target areas, research what your competitors offer in those locations to identify gaps or opportunities.
Keep in mind that your strategy may need to vary across locations. A retail chain targeting customers at the city level will have a different approach compared to a SaaS company targeting users by country or region. Tailor each strategy to fit the unique needs and behaviors of your audience in each area.
Set up dynamic content blocks
Dynamic content blocks allow you to swap out certain elements on your landing page based on a visitor’s location. With this approach, different users will see unique headlines, images, or CTAs without the need to create multiple landing pages. This personalization helps deliver more relevant content that resonates with your audience.
For instance, a clothing retailer with customers throughout the U.S. could show different product recommendations or promotions based on the visitor’s region. Customers in the Southeast might see warm weather clothing, while those in the Northeast might see seasonal outerwear.
With Bitly Pages, you can create a custom landing page for each of your locations that match your brand’s look and feel, including dynamic content like image carousels and location-specific content blocks to keep target audiences engaged.
Create location-specific landing pages for each target
Each target region should have a dedicated landing page. Avoid using duplicate content and simply swapping the city names; instead, maintain a consistent design framework while customizing elements like language, local offers, and customer experiences for each location.
Consider highlighting memorable aspects of each location, such as local landmarks, events, and popular places. Use imagery that your target customers would recognize, and incorporate testimonials from local clients to build trust and connection.
Use IP-based targeting to personalize pages
IP-based targeting enables you to deliver a customized landing page experience based on a visitor’s geographical location. Your website can detect a visitor’s IP address and map it to a specific location, allowing you to display content or promotions tailored to that area.
If your business is running a local sale or event, IP-based targeting can automatically show relevant details to users in that region. Tools like GeoFli, Leadfeeder, and AccountInsight offer advanced capabilities to help you personalize content based on IP data, enabling more accurate and impactful targeting.
Use Bitly for location-specific tracking
Bitly provides several ways to create location-specific campaigns and track the results:
- Bitly branded links: Create short links that are recognizable and trustworthy. Use these links to track user engagement and measure the effectiveness of regional campaigns. For example, if you’re running promotions in different cities, you can set up unique branded links for each location to see which performs best.
- Bitly Analytics dashboard: Access detailed insights into how users across various locations interact with your landing page. Bitly’s city-level data helps you identify trends and understand consumer behaviors in different regions, allowing you to refine your targeting strategy accordingly.
- Bitly QR Codes: QR Codes offer a seamless way to track offline-to-online engagement. When someone scans your QR Code from a mobile device, you can immediately analyze scan data, including the user’s location. This information helps optimize future local campaigns by understanding where engagement is strongest.
Test regional offers and content personalization
With the tools above, testing different strategies can be easy. But how can you determine which offers are most effective and which types of personalization resonate with your audiences?
Variety is key to finding what works best. Experiment with different price points, discount types, and messaging tailored to each location. Monitor your conversion rates closely—they’ll reveal where adjustments are needed. If an offer performs well in one region but falls short in another, continue testing different approaches to optimize results in the underperforming areas.
Best practices for location-based landing pages
If you want to create an impactful landing page with Bitly that optimizes conversion rates, make sure you’re following these best practices.
Ensure fast load times and mobile optimization
Page load speed is one of the most important factors that can either drive or deter conversions on your location-based landing page.
If your page takes too long to load, visitors may leave before they even view your content. Site speed also positively impacts your search rankings—the quicker your site loads, the better it will perform in local search results.
Since many customers access the web on their mobile devices, you can’t afford to slack on the mobile experience. To ensure fast load times:
- Compress your images without compromising quality.
- Implement lazy loading so images appear as visitors scroll.
- Optimize your scripts by removing unnecessary characters.
- Use a Content Delivery Network (CDN) to cache content and deliver it faster across regions.
- Make sure your website design is fully responsive so it provides a consistent, user-friendly experience across devices.
Pro tip: Bitly can help streamline some of these things for you with our mobile-friendly landing pages!
Localize your forms and user experience
Forms can often be a major barrier to conversion. By localizing your forms, you can streamline the entire process and make it easier for customers to complete their actions.
If someone outside of the U.S. is filling out your form, it’s important that it adapts to their location automatically. This might mean including fields like postal codes, currencies, and region-specific contact details. On top of that, offering payment options in their preferred currency can help avoid confusion and build trust.
Offering region-specific customer support is also important. If a visitor has questions or concerns, easy access to localized support options can reassure them and increase the chances of conversion.
Ultimately, when customers can complete a task or make a purchase without jumping through hoops, they are far less likely to abandon the page.
Personalize user experience with retargeting
Even if a visitor doesn’t convert on their first visit to your landing page, retargeting can help bring them back and keep them engaged. By tracking visitors who have shown interest in specific products or services, you can gather valuable insights into their preferences and behaviors, including their approximate location based on their IP address.
With this information, you can create highly personalized ads featuring location-specific copy and visuals that resonate with their needs. To further entice them, consider adding a time-sensitive offer they can’t refuse. These tailored retargeting strategies re-engage visitors and improve conversion rates, particularly among audiences in your target regions.
Optimize your location-based targeting strategy with Bitly
Location landing pages are one of many types of landing pages that help businesses boost engagement and drive conversions. By providing relevant, locally optimized content that ranks well in the search engines, these pages are uniquely positioned to connect brands and their audiences.
To maximize the impact of your location-based landing pages, campaign tracking and optimization are essential. With Bitly, you can measure the success of all your digital marketing campaigns, gaining valuable insights into how different regions respond to your content. Bitly Analytics empowers you to adjust and experiment with different strategies, helping you discover what works best for your business.
Ready to take your location-based strategy to the next level? Sign up with Bitly and start connecting with your customers today!
