Can I Use A Business Website For Local Marketing?

Here’s how your business website can attract local customers and clients quickly and easily. And I’ll also show you a ‘Done For You’ service to get all the local leads you need.


Many people do not realise they can use their main business website for local marketing.

Which is completely understandable given the ever-growing size of the internet. It’s hard to imagine taming such a beast and getting it to do your bidding.

Surely it’s impossible to directly target people in your own locality, right? You need offline advertising for that. Don’t you?

In truth, you can use your website to specifically target the customers you need, anywhere in the world, right down to postcode level.

And that’s because everyone now uses their location in their internet searches.

For instance, if someone lives in Manchester and they need an Accountant, they’ll search for:

  • ‘Accountant in Manchester’
  • ‘Small business Accountant in Manchester’
  • ‘Best rated Accountant in Manchester’ etc.

You can use these types of location-targeted keywords on your website to ensure local people can find you.

So who visits your website is entirely up to you.

Free or paid?

Whether you use free or paid sources for your website visitors, you can easily reflect the local nature of your business on your website.

Free Visitors:

To help your site get listed correctly in the FREE search results, you need to make sure your pages and posts include local keywords where needed.

This is so Google knows exactly where you are, what you do and can rank you accordingly.

And because of this, you can easily attract visitors to specific pages on your site by using keywords to ensure you are staying on target and giving them exactly what they want.

Appearing in the free search results can take time, however. Google has to index and rank your pages and this can take weeks or months. Sigh.

Paid Visitors:

For fast, laser targeted and cost-effective visitors it’s hard to beat PAID traffic such as Google Ads.

No waiting for your site to be indexed and no waiting to get listed in the top Google results for your keywords.

With Google Ads you can begin getting visitors and therefore the possibility of new customers, within a day.

Unfortunately, many people new to online advertising think things like Google Ads are expensive and only for huge international businesses.

However, nothing could be further from the truth on both counts. Read our post Don’t Let Paid Traffic Scare You for more on this subject.

The power of Google Ads for local businesses

The key to Google’s power lies in its reach and targeting.

Google Ads is perfect for local businesses because:

  • It’s incredibly targeted so you can pinpoint the perfect audience to
    show your ads to
  • You can drill down to your local audience via geo-targeting
  • It’s extremely cost-effective once you’ve mastered it (But don’t worry because
    you won’t have to. See below for shortcut)
  • It’s massively scalable for epic business growth

Image shows how people will follow or be attracted to your business because of the use of google ads

Pinpoint targeting at your fingertips

You can ensure your ads are only shown to people who have searched one of the keywords/phrases you specify when you set your ads up.

Let’s reuse our original example. If you were an Accountant in Manchester, you would use keywords such as these:

  • ‘Accountant in Manchester’
  • ‘Small business Accountant in Manchester’
  • ‘Best rated accountant in Manchester’ etc.

Choosing effective keywords is a simple case of reverse engineering.

‘What would someone looking for what you’re selling
type into the Google search box?’

Your keywords are right there.

And I’m sure you’ll agree that if you were an Accountant in Manchester, someone searching for ‘Accountant in Manchester’ would be a hot prospect for you, right?

Boom! Hot prospects + Super efficient ad spend = cost-effective.

I’m sure you can see why Google Ads is a very cost-effective local marketing tool. It’s not just hype.

  1. Your ads are only shown to people searching for what you’re offering
  2. You only pay when someone clicks on your ad
  3. You can target your ads to any geographical location you need

What more could you ask for?

Compared to traditional offline selling such as newspaper ads, there’s simply no comparison. Your ‘targeting’ in that case is everyone who buys the newspaper.

Why pay for an ad to be shown to 1000’s of people who aren’t interested in what you’re selling?

As we now have addresses, maps etc included in ads, it’s easier than ever to pinpoint your audience. Not only that but you can also use your website address in local offline advertising too.

Keep in mind that you can also broaden your ad geographical area to account for customers who are prepared to travel. This depends on your business obviously, and whether you can ship your product or you’re a walk-in type business.

Both of which are now catered for with online advertising.

So yes, you can use a business website for local marketing and it works with both free and paid sources of visitors.

A game of two halves

Hold your horses for a second, though. You need more than paid visitors to make sales.

Converting visitors into customers is a game of two halves.

  1. You need to get them to your site
  2. You need to persuade them to buy

The first part is really simple.

Use a reputable source such as Google Ads to buy targeted visitors to your website. (Don’t worry if you’re new to this, I have a ‘Done For You’ solution for you in a moment)

The second is a little trickier.

Specifics work best with Google Ads.

A specific ad, linked to a specific page on your site. By specific I mean an offer, a particular product or service, an email capture form, any single direct goal.

Buy this, fill this in, order this, claim this. One thing at a time please because believe it or not, too much choice can destroy sales. It’s the uncertainty you see. It’s crippling.

So don’t make an offer or mention something in your ad, then send visitors to your homepage. Unless of course, the very thing you mentioned is front and centre on your homepage there.

DO NOT have your visitors hunting for things. They’ll leave, never to return.

It’s well worth the time to create a specific page on your website for your ad clicks to be sent directly to. Read our post Creating Simple PPC Landing Pages That Work for more help with this.

It makes it seamless, there’s no hunting around, no indecision, just higher conversions.

It also takes experience to get it right. Which brings me to . . .

Image showing discounts to be the better of the two

The perfect solution

You want to advertise your business online, right? You want your advertising to bring you cost-effective customers or clients? But you don’t have the experience needed to feel confident doing this on your own?

You really should take a closer look at Adzooma.

It’s the ‘Done For You’, cost-effective and time-saving solution to winning with Google Ads.

All we need are a few details regarding the goals for your ads and you can sit back while we take care of everything for you.

We combine years of human experience with cutting-edge technology to run your ad campaigns. Your ad campaigns will be set up, managed and optimised by our in house experts.

And yes, we’ll write, design and build your very own special webpage to match your ads.

Written by our sales copy experts, this will be the ace up your sleeve and save you months of testing to try and get it right on your own.

There are packages to suit all businesses and you can cancel whenever you like.

For you to advertise at this level on your own, would take years of experience and practice. Forget that, get the results you need without the wait.

Click here to start attracting more customers today with our done for you Google Ad service.

Author:
Phil Coleman
As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.