In this day and age, if you’re a local business targeting a local audience, you need to have an idea of what internet-specific factors work best with them, and which don’t work very well or at all.
And as a full-service internet marketing and SEO company in NY and NJ, we know that preferences and expectations tend to shift around a lot in this industry, but it’s our business to keep up. So, read on for a few tips on which online factors will likely influence your local target audience most.
Some recent findings…
The local SEO tool specialists at BrightLocal recently posted a breakdown of the results of a survey they re-ran that they first ran back in 2014 to learn what local consumers want from local businesses, and some of the changes that have occurred in that 2-year span are pretty eye-opening.
For instance, they found that a good deal more consumers are more likely to contact a local business now if it has a professional-looking website and that far less feel that it doesn’t matter whether there’s a website or not.
And while two years ago the survey found that a list of products/services, phone number, physical address, and price list were the most important factors for a local business website to include, “opening hours” is now up there with the big boys.
As far as the most persuasive factors, details about the company and its story, services, products, people, etc., clear contact information, proximity, and customer testimonials work best while the lack of a phone number and price list, poor content quality, and not being close enough tend to send people packing the fastest.
What does it all mean?
First off, more and more local consumers believe that a local business should have a professional website now, and they expect to find all the essentials readily available when they visit it. Elements like customer testimonials, images, a consistent blog, etc., aren’t nearly as important to local consumers as the more basic information.
Now, that doesn’t mean that those types of elements aren’t worth exploring. They can help to build authority and trust, and like mentioned above, some of them (customer testimonials) can be quite persuasive with local consumers if not all that important to them.
The key is to use these types of elements to draw visitors in and to enhance their experience. Because take it from us as longtime NY / NJ SEO and internet marketing specialists, the last thing you want is to end up distracting them or getting in the way of their finding the basic information they seek.
Local consumers expect a website and certain elements now.
As you can see, even if the numbers haven’t changed all that much in some areas of the survey, it’s still a testament to the fact that local consumers don’t just prefer a local business to have a website now, they expect it, and there are certain site elements that are more important to them than others.
About Us: Climb The Search, a leading SEO company in NJ / NY, offers the total search marketing package, including inbound marketing, search engine advertising, and social media marketing. At CTS, we help businesses grow, every day.