Short answer: A good location page proves you really work in that town. Include the services you offer there, real projects with photos, reviews from local customers, local details like common home styles or permit notes, and a clear way to book. Avoid cloned pages that only swap the town name.
Once you decide which towns deserve their own page (we cover that in using one website for multiple service areas), the next question is what to put on them. Here is a practical template.
Pick the right towns first
- Towns close to your base, where you have a distance advantage.
- Towns where you already have customers and reviews.
- Towns with the jobs you want more of.
Three to five strong pages beat thirty thin ones.
A location page template
- Headline: “Roofing Contractor in Holden, MA.”
- Short intro: how long you have worked there and what you do most.
- Services in that town: linked to your main service pages.
- Recent local projects: photos and a sentence or two each.
- Local reviews: from customers in that town.
- Local knowledge: housing styles, common problems, permit or inspection notes.
- Area served: neighborhoods and nearby towns.
- FAQs and a clear call to action.
Make it genuinely local
The local knowledge section is what separates a real page from a template. Mention things only someone who works there would know: older colonials with original wiring, homes near the lake with ice dam problems, or which months are busiest. Keep it accurate.
Avoid doorway pages
Google’s spam policies target pages that are near-duplicates with only the town name swapped. Write each page from scratch, even if the structure is the same, and give each one different projects, reviews, and details.
Titles, links, and details
- A unique title and description for each page, naming the service and town.
- Links from your homepage, service pages, and footer to each location page.
- Your real business name, phone, and service area, consistent with your Google profile.
Keep them alive
Add new projects and reviews from each town as they come in. A location page that grows over time stays more useful than one written once and forgotten.
Common location page mistakes
- Listing dozens of towns in the footer with no real pages behind them.
- Using the same three photos on every town page.
- Claiming an office in a town where you do not have one.
- Writing “best roofer in [Town]” over and over instead of useful information.
- Forgetting to link the pages, so neither visitors nor Google can find them.
See an example
Our article on local SEO for contractors in Shrewsbury shows what makes a town worth targeting and what a real location page needs.
Related reading
- Can I Use the Same Website for Multiple Service Areas?
- Local SEO for Contractors in Shrewsbury, MA
- Local SEO for Contractors in Worcester, MA
Want location pages that actually rank? We build genuine town pages from your real projects and reviews, starting with the towns most likely to bring you work.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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