Understanding Your Local Customers
Fast techniques to discover what local people look for and how to use that data to write better pages that convert.
Why local research matters
Generic marketing copy often misses the specific problems and phrases local customers use. Spend an hour running a few quick checks and youll have precise language to use in headlines, FAQs, and service descriptions.
Quick research methods (1 hour)
- Search variations: Try queries like "[your service] near me", "best [service] in [neighborhood]", and note recurring words or concerns.
- Competitor scan: Open the top 5 local results and list the features they highlight (hours, delivery, booking, pricing).
- Customer interviews: Ask three recent customers one question: "What problem were you trying to solve when you found us?" Use their exact words.
Turning insights into content
Once you have the language customers use, apply it to headings, the first paragraph on service pages, and to your Google Business Profile. Example: if customers search for "same-day repair in [neighborhood]" include that phrase in an H2 and a 2-line service summary.
A simple content template
- H1: Service + location + benefit (short).
- Intro (1 sentence): What you do and who you help.
- Three bullets: Core benefits or features (delivery, same-day, warranty).
- CTA: Phone link or booking button.
Turning research into pages
Use the exact phrases you found in headings, FAQ, and your Google Business Profile. Keep each service page focused on one intent and one or two nearby neighborhoods.
Next steps
Do this for one service first. Update the page and Google Business Profile, then watch calls and clicks for two weeks. Iterate based on what performs best.
Templates & sample FAQs
Use these short templates when updating your pages.
H1 template
[Service] in [Neighborhood] — Fast, local, reliable
Intro (one sentence)
We provide [service] to [neighborhoods] with same-day service and clear pricing.
Sample FAQ
- How quickly can I get service? Most local jobs are scheduled within 24–48 hours.
- Do you serve my neighborhood? We serve Washington DC, Arlington VA, and surrounding neighborhoods — call to confirm.
- What payment methods do you accept? Card, cash, and invoice for local businesses.
Small experiment to run (2 weeks)
Update one service page using the templates above, add one FAQ, and request indexing. Track clicks in Search Console and phone clicks in Analytics for two weeks and compare.