A website that targets local traffic needs clear information that communicates strong value.  Here are 10 key points for local business website design.  Follow these and your website will do its job:  drive conversions.

1.  Follow the 2.5 Second Rule.   Clarity is vital.  It trumps beauty when it come to conversions.  You have 2.5 seconds to make sure visitors know who you are, what you do/where you do it, and how to contact you. Make it quick and easy for people to find what they want.

2.  Value Creation.  Why should someone work with you?  What’s your offer?  Be clear and specific, avoiding general claims and superlatives. For example, instead of saying “World Famous Pasta” (nobody believes it) go with “Fresh Pasta Handmade Daily” (believable–and not available everywhere). Instead of “Best Plumber in Town” (according to yourself) try “20 Years Experience With Sewer Repair–Save 15% This Month!” (just what I need and I can save).

3.  Stand out.  Make sure your value proposition, promotions, and call to actions stand out visually.  Use eye-catching banners and contrasting colors on call to action buttons.  Directional cues (like arrows or people looking at calls-to-action) will draw people’s attention.

4. Create 3 calls-to-action above the fold. For a local business, ask in 3 places for them to call, email, order, visit, or schedule.  Put call to actions on all back pages.  If you don’t ask, they won’t act.

5. Create SEO Text.  Have a text area on each page for SEO copy.  Make sure to use service and location keywords.

6. Build Trust.  Perceived risk kills sales. Use trust seals such as BBB seals, payment forms accepted, testimonials, and award seals. Maintain an updated, modern website.

7. Create a video.  Many people won’t read online, but they love video.  Create a strong value message and put the video above the fold on your homepage.  Huge conversion boost.

8.  Location, location, location.  You’re a local business. Make service areas crystal clear in headers and banners.  Embed Google Maps with your location in your footer and contact page.

9.  Create Landing Pages.  If you service multiple cities, create landing pages with unique content for each.  You can use these as targeted landing pages for PPC campaigns, and they can be optimized for SEO.

10.  Be Mobile Ready.  Over half of local searches are now done on mobile devices–a number which will only go up.  You must have a mobile friendly, responsive design.  If visitors can’t navigate your website on a phone screen, you’ll loose half your leads.