Should you create a separate page on your website for every town you serve?

Luke Meredith

If your business serves multiple towns or locations, it can be tempting to create a separate page on your website for every area you cover.

After all, if someone searches for your service in their town, having a page dedicated specifically to that location sounds like it should help you appear in the results.

However, creating location pages isn’t always as simple as adding a town name to a page and expecting better rankings. Search engines are increasingly focused on providing useful results, which means every page on your website needs to offer genuine value to visitors.

A good location page should be created because you serve that area, not just because you want to target another keyword. The page should explain how your business helps customers in that location, include relevant examples of your work and provide information that would be useful to someone looking for your services nearby.

For example, a builder might create a page about working in Chester that includes examples of completed projects in the area, information about the types of properties they work on and details about their local knowledge. This provides much more value than simply copying an existing page and replacing the town name.

One of the biggest mistakes businesses make with location pages is creating too many similar pages with little difference between them. If all pages end up saying nearly exactly the same as another apart from the location name, search engines will have little reason to rank each page independently.

This doesn’t mean you need a page for every single town, village or postcode you cover. In many cases, a smaller number of well-written location pages will perform better than dozens of thin pages that offer little extra information.

It’s also worth considering whether your customers actually search by location. If you operate in a small local area, location pages can be extremely useful. However, if you work across a wider region or nationally, focusing on your services, expertise and customer results may be more effective.

A strong website structure usually starts with clear service pages, supported by relevant location pages where they genuinely make sense. This helps both search engines and potential customers understand what you do, where you operate and why they should choose your business.

At Engage Web, we help businesses improve their online visibility through effective website structures, SEO (search engine optimisation) strategies and content that attracts the right customers. If you need help deciding whether location pages are right for your website, get in touch today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.