Local pages in your own branding
The importance of branding and its effect
Branding comprises all the visual, textual and verbal expressions of your brand. Piece by piece, they contribute to its appearance and recognisability. This goes beyond just a logo and colour palette. Think about style elements, typography, the design of marketing materials, tone of voice, slogans and so much more. It reflects your brand's identity and helps you convey a unified message to your target audience. This is unique for your brand and sets you apart from your competitors.
Be consistent to strengthen your brand
When you extend your branding consistently - across all your platforms and communication channels - you create trust with your target audience. The familiarity of your brand feeds their loyalty. Think for instance of McDonalds' yellow M, the slogan "I'm loving it" and the naming of their burgers (Big Mac, anyone?). Coca-Cola and Apple are also good examples. Everyone knows these brands. Their consistency leads to stronger brand recognition and positive associations with your brand. And that's exactly what you want to achieve.
Extending your branding to (local) landing pages
Landing pages are often the first interaction potential customers have with your brand. Therefore, it is essential to pour a branding layer over them. Website visitors often land on your pages through a different channel. When that design is not in sync, it can be confusing and undermine the sense of consistency. More so, inconsistency can lead to suspicion. Users who click through from an external channel in branding X to a site in branding Y get the feeling that they have landed at a different site than the one they left from. This can scare them off, which could potentially cost you leads or conversions.
What about the pages produced by Tailpage?
In theory, Tailpage only provides the content of the local landing pages: text focusing on a local long-tail keyword. But when it comes to page design, we don't leave you hanging either. In collaboration with your developer, we build a landing page that matches your branding. The same colours, fonts and structural elements, but also images of your product or service, buttons or forms. This way, we integrate the local pages into the current design of your website.
Curious about what such local landing pages could look like and which features you can highlight? Take a look at some examples below.
Highlighting distributors
Renson is a big player in the solar shading business, with dealers all over Belgium. Local pages are important for their SEO, but UX- and CRO-wise it is crucial that website visitors easily and quickly find the nearest dealer once they have landed on a landing page of Tailpage. We therefore use a side column, which draws attention to the dealers. A distributor of Renson solar shading in the Bossuit area? We make the distributors appear, from near to far.
Grabbing attention with call to action buttons
Your visitors have landed on your website, that's step one. But you need more than that to convince them to perform an action on your page. How? With strong content, but especially with call to action buttons. Buttons that lead to a price offer, a contact request, a purchase and so on. You no doubt already have those buttons on your website and we simply copy them for the local landing pages, so that your CTAs remain uniform across the website.
Driving time to the nearest shop
Footwear retailer Torfs does not have a shop in every city or town, but the brand wants to be found everywhere. To this end, Tailpage created landing pages showing the nearest shops to the location in question. A shop in Sinaai? There isn't one. But there is one in Lokeren or Sint-Niklaas. To make it even more user-friendly and to get the customer to visit the physical shop, we calculated the driving time to those nearest shops. The idea behind these driving times is to show that in Flanders there is always a Torfs shop no more than a 15-minute drive away.
Want to know more about our local landing pages, what they can do for your business and how we approach things at Tailpage? Schedule a demo below!
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Curious to find out how Tailpage can make a difference for you? Schedule a demo today and find out how.
