Many brands have big ambitions when it comes to designing a new website from scratch. They want to appeal to as many potential customers as possible, which means that they often overlook their local market. This could be a mistake, particularly for start-ups for whom dominating their local market could be a very good way to get established.
If you think that targeting your local market isn’t such a big priority, perhaps the following statistics will change your mind. According to BrightLocal, which looked at the North American market in its research:
Plus, further research from Google (partnering with Ipsos MediaCT) found that a massive 88% of consumers conduct local searches on smartphones, while 84% search locally on computers and tablets. The study also found that four in five consumers want search ads to be customised to their location.
So, it’s clear that local search is a big priority for consumers, as well as being a key focus for Google, so why wouldn’t you design your brand’s website with local customers in mind? If you optimise your site for your local region, you could enjoy SEO benefits such as higher rankings and a boost in traffic for searches in your region. You can improve brand name recognition in your local market, plus many of your prospects and potential customers are right on your doorstep.
While it pays to target local customers, you still want it to have a broader appeal. Here are a few valuable tips to help you strike the perfect balance:
Do you feel that optimising a website for local search limits its appeal, or is it a smart decision to establish a brand in its local area? What have you done with your website to appeal to the local market? We’d love to hear your thoughts.