Websites That Convert
Location pages: how most home services get them wrong.
And how to do them right.
Two versions of the same page
One ranks. One doesn't.
The thin version
300 words. The same template repeated for every city with the name swapped. No real local content. Google calls this “doorway pages” and won’t rank them.
The deep version
1,200+ words. Real local landmarks, neighborhoods, common tree types. Photos of jobs in that city. Reviews from customers in that city. Linked to services performed there.
What goes on a real location page
Six elements.
- 01
Hero with city in the H1
"Tree Service in Sanford, NC." Not "Sanford" buried in a paragraph.
- 02
Local proof
Reviews from that city. Photos of jobs in that city. Specific neighborhoods you've worked in.
- 03
Service links
Every service you do in that city, linked to the service page.
- 04
Local context
Common tree types in the area, climate considerations, local regulations. Actual local knowledge.
- 05
Map
Embedded Google Map of your service radius. Geographic proof.
- 06
CTA
Form and phone. Tailored to that city if possible.
The volume question
Every city you serve with real search volume gets a page.
Not every zip code. Not every village of 200 people. Real cities with real searches. Check the keyword volume for "tree service [city]" before you build the page. If it's zero, skip it.
The takeaway
Location pages have to be real pages, not templates.
Google can spot a doorway page from orbit. So can customers.