The goal of a landing page is to help get your brand discovered, and one of the most critical ways to achieve this is by adding relevant content to your page. You want your pages to have the answers for your customers, clients, or patients questions. This article will provide an overview of how to place content on your page, how to determine the most relevant pieces of content to highlight, and provides some examples for certain industries.

Content Overview: Tips to keep in mind

• Webpages are broken into two sections: above the fold, and below the fold. Above the fold is everything that appears at the top of the page without a user having to scroll down. Below the fold is everything after they have to scroll.
• The content you include above the fold should solve the immediate need of your customer. This will include call-to-action buttons and relevant content that enables customers to take action, as you want this to be as easy as possible for customers to find.
  • For location pages, this means including things like the core details about your entity (like hours of operation, address, and phone number). Users are coming to your page with the intent to take action, so adding the relevant core information and any time-sensitive information (like limited time offers or unexpected closures) above the fold will help users get the information they need as quickly as possible.
• Another tip to keep in mind is to include content that may not be found in other places (like Listing publishers). For example, Google My Business doesn’t accept drive-thru hours, so you may want to include that on your pages so it’s available to consumers from an authoritative source.
• In general, the rest of the content on your page should include relevant information about your brand and details that may sway people to choose you or to learn more about your other services, upcoming events, additional locations, and more.

Determine the goal of your page

• Once customers are on your page, what do you want them to do?
  • This action will drive the content and the call-to-action buttons you create.
    • E.g., If customers are searching for a restaurant, you’ll want them to place an order or make a reservation. If you are a doctor, you want your patient to book an appointment.

Choose the content that is most relevant for your business

• Below we have listed some example content to include on your page based on industry type. Whatever your industry, you will want to think about what you want your customers to know about you, and what will get them to choose your business or take action on your page.

Content examples by vertical:

Financial Services

• Branch information:
  • Customers need to know when you are open, and where you are located.
  • We recommend using the Core Location Details module. This allows you to display a description of your business, along with a map. It also displays business hours, with the option to add two sets of hours so you can include both ATM and Branch hours.
• Call-to-action:
  • Prompt customers to take action for things like: ‘book an appointment’, ‘get directions’, ‘check your credit score’, ‘apply for a loan’, or ‘make a payment’.
  • You can use the Call to Action module to prompt these actions by adding a button that links to a URL, or you can leverage modules like the Core Location Details, Person Details, or the Store Locator to include Get Directions buttons or prompts to send an email or make a phone call.
• Service offerings:
  • It is important that customers can see all of the details about the services offered, languages spoken, branch details, etc. Customers are searching for more detailed information, so you want to make sure that they know what makes your business unique.
  • You can use the Text List module to create a bulleted list of your service offerings or use the Image Gallery II module to create a gallery of images with captions that outline your specialties.
• Staff Information:
  • Potential customers want to know who will be helping them manage their finances or apply for a loan.
  • You can use the Person List module to add information about your staff members so customers can see their picture, areas of expertise and relevant contact information.
• Nearby locations or ATMs:
  • Let customers know where your other branches or ATMs are. This content can be lower on the page, as customers are usually looking for a specific location that is closest to them, but you can easily use the Nearby Locations module to list out the details and contact information for your other branches and ATMs.

Food and Dining

• Restaurant information:
  • Customers need to know when you are open, and where you are located.
  • We recommend using the Core Location Details module. This allows you to display a description of your business, and along with a map. It also displays business hours, with the option to add two sets of hours so you can include both drive-thru and dining room hours for example.
• Call-to-action:
  • Prompt customers to take action. This can include:
    • View Menu
    • Order Online
    • Make a Reservation
    • See our Limited Time Offers
  • Use the Call to Action module to prompt these actions alongside a description of your business. Or you can leverage modules like the Core Location Details, or the Store Locator to include Get Directions buttons or prompts to send an email or make a phone call.
• Menu offerings:
  • It is important that customers can see all of the details about your featured menu items, specials, etc.
  • You can use the Text List module to create a bulleted list of your menu offerings or use one of the Image Gallery modules to create a gallery of images with captions that outline your menu highlights.
• Coupons or promotions:
  • This content can be displayed in a variety of ways.
  • To display promotions or coupons you can use a module with a call-to-action button that prompts customers to sign up for rewards or order now. You can also use one of the Image Gallery modules to add a series of images that display your current coupons with the relevant captions.
• Nearby locations
  • Let customers know where your other restaurants are. This content can be lower on the page, as customers are usually looking for a specific location that is closest to them, but you can easily use the Nearby Locations module to list out the details and contact information for your other locations.

Healthcare Facilities and Healthcare Professionals

• Facility information:
  • Patients need to know where they can find you and your hours of operation.
  • For facilities, we recommend including the Core Location Details module. This allows you to display a description of your facility, along with a map. It also displays hours, with the option to add two sets of hours so you can include both walk-in and appointment hours, or regular hours and emergency hours.
  • You can also include a Nearby Locations module to include information about your other facilities in the area or use an Image Gallery module to create a gallery of images with captions that outline your other facilities or departments.
• Staff information:
  • It is important to highlight the medical staff that works at the facility. Potential patients like to see an image of the doctor that will treat them, along with their bio information including education, certifications, specialties, etc.
  • You can use the Person List module to add information about your staff members so customers can see their picture, areas of expertise and relevant contact information.
• Call-to-action:
  • Prompt patients to take action for things like: book an appointment, get directions, etc.
  • You can use the Call to Action module to prompt these actions by adding a button that links to a URL, or you can leverage modules like the Core Location Details, or Person Details to include Get Directions buttons, or the option to send an email or make a phone call.
• Services offered, conditions treated, and insurance accepted:
  • These are all crucial pieces of information to highlight, as patients are searching for a specific medical insurance, and they want to be sure that the physician they visit accepts their insurance.
  • You can use the Text List module to add a bulleted list of all of the conditions treated, or use an Image Gallery module to add a series of images that display your various departments.