Conversion rate is the percentage of visitors to your website who take a desired action. For small businesses, local search conversion rate is very important. If you are looking for a store in your city, you are likely searching Google for keywords like “best stores near me.” This is becoming more and more common, with 46% of online searches having local search intent. This represents an opportunity for businesses to improve their local organic search results to attract and convert potential customers.

But that’s not all. While it’s great to have a lot of local search traffic, it doesn’t deliver real value if those visitors don’t take action—like calling or visiting your store. That’s where conversion rate optimization (CRO) for local search comes in. CRO helps you improve your online presence so that when potential customers discover your business, they actually make a sale. Here are some of the benefits of CRO for local search, along with strategies for implementing and improving it.

What is Conversion Rate Optimization (CRO) for Local Search?

Conversion rate is the percentage of website visitors who make a macro conversion, such as a purchase, or a micro conversion, such as signing up for a newsletter. Optimizing your conversion rate involves a number of different methods to increase this percentage.

In terms of local search, CRO means improving your online presence. This includes your Google Business Profile (formerly Google My Business) and Maps listings, profiles on third-party review sites, and local landing pages on your website.

Conversion rate formula

The standard conversion rate formula is:

Conversion rate = (website conversions / visitors) x 100

For local searches, businesses can expand the definition of visitors to include impressions of their Google Business Profile. The definition of conversion can include actions such as calls, messages, and reservations. This can be formalized as follows:

Conversion rate = (Website conversions + Google Business Profile conversions) / (Visitors + Google Business Profile views) x 100

CRO and SEO

CRO and Search Engine Optimization (SEO) are separate but complementary online marketing strategies. Businesses use SEO to increase traffic to their websites by ranking for relevant keywords on search engine results pages (SERPs).

CRO is used to improve the effectiveness and user experience of a website to convert that website traffic. By increasing conversion rates, you can increase revenue even if your website traffic does not increase.

Benefits of CRO for Local Search

Focusing your conversion rate optimization (CRO) efforts on local search helps you achieve your business goals in three key ways:

Better User Experience

Local Search CRO starts with tailoring your business’s online experience to local visitors. Improving this will increase customer satisfaction and increase revenue.

For example, people may search for your brand and the city they live in together. To optimize your conversion rate for this type of search, you can create a landing page tailored to this specific search term. This will make it easier for potential customers to find the information they want, and increase the likelihood of closing a sale.

Improved ROI

One way to do CRO is to improve specific features of your website, such as mobile friendliness, calls to action (CTAs), and local landing page content. This can have a significant impact on the return on investment (ROI) of your local search marketing efforts. The more successful you are at converting local visitors, the more effective the money you’ll be spending to rank higher in local search results (e.g. through paid advertising).

Increased Local Presence

According to SerpWatch's report on local businesses , 83% of survey respondents said they prefer to support local stores over big corporations.

Leverage this sentiment to position your business as a local option. By dedicating resources to CRO, you can build a more trusted and highly converting local customer base, and increase your revenue in the process.

How to Use and Improve CRO for Local Search

• Update your Google Business Profile
• Use local keywords
• Create a local landing page
• Mobile Optimization
• Provide a clear call to action (CTA)
• Improve brand localization
• Implementing Lead Capture
• Retargeting previous leads
• Presence review on third party sites

Applying conversion rate optimization (CRO) for local search can help you increase your sales. Here are some ways you can implement and improve CRO for local search:

Update your Google Business Profile

A Google Business Profile is a free listing for a physical business that connects your business to the local community. The listing typically includes:

• Basic information such as company name, address, website, contact information, and business hours.
• Interactions with customers, such as reviews and questions and answers.
• Main products and services or product and service categories.

Add high-quality images, encourage satisfied customers to leave reviews, and update your profile regularly (e.g., when your business hours change or you launch new products or services). This will help improve your local search visibility and give local searchers the information they need to make a purchasing decision.

Use local keywords

Local keywords are keywords specific to a particular region, city, or neighborhood, and are designed to attract residents or visitors to that area. These keywords help search engines interpret your business’s geographic relevance, increasing your chances of appearing in local search results. This helps you drive relevant traffic from local searchers who are more likely to convert.

Local searches often include the city or neighborhood name. For example, a non-local search might be "plumber," while a local search might be "plumbers in Chicago" or "plumbers near me."

Use a keyword research tool like Ahrefs to identify local keywords and phrases that are relevant to your target audience, then incorporate them into the headers, title tags, meta descriptions, and URLs of your website content.

Create a local landing page

Customize your local landing pages to fit your specific needs and preferences. This approach helps local traffic connect and engage, increasing the likelihood of conversion.

Local landing pages can include location-based keywords, testimonials from local customers, localized images, location-specific promotional information, local event information, maps, and directions.

Mobile Optimized

According to Google, 76% of people who do a local search on their smartphone visit a physical location within a day. Take advantage of this consumer behavior by optimizing your website and landing pages for mobile devices. This will help you more easily reach local customers and drive foot traffic to your stores.

Mobile optimization also affects Google Search. Google uses mobile-first indexing to prioritize mobile-friendly websites on search results pages (SERPs). Consider the following for mobile optimization:

• Use responsive design that adapts to your user's device and screen size.
• Simplify the navigation bar and use the hamburger menu (the menu icon consisting of three horizontal lines).
• Improve site speed so it loads in 1-2 seconds.
• Implement a touch-friendly design using large input fields.
• Use vertical design elements for viewing on smartphones and tablets.
• Use simple language and avoid lengthy text.

Provide a clear CTA (call to action)

Customers are less likely to take action on unclear prompts. Effective CTAs are clear and compelling, and they are prominently displayed, guiding users to conversion. Use calls to action such as “Buy Now,” “Schedule a Call,” and “Sign Up.” Test different CTA elements (location, copy, design, etc.).

Improve brand localization

Brand localization helps businesses connect with local audiences. Adapt your message and content to the cultural characteristics of the region. For example, incorporating local slang and language can personalize your communications and make them more persuasive. For example, you can refer to cities by nicknames, such as New York City as The Big Apple or Toronto as The 6ix.

Partnering with other local businesses, organizations, and events also helps build credibility in your local community. Encourage local conversions by listing local sponsors or partners on your website.

Implementing Lead Capture

When your customers aren’t ready to convert right away, capturing qualified leads can help you continue to drive them toward a purchase. Add an email capture form to your local landing page with a local or regional store location-specific incentive or promotion.

Also, consider geo-targeting pop-ups that show to visitors who reside in a specific geographic area. Then create an email flow to follow up.

Retargeting previous leads

Retargeting is a way to re-engage prospects who haven’t converted. Segment your previous leads based on their past interactions with your website or the stage they are in in the consumer decision-making process, then deliver them personalized messages.

For example, if you have a sale in the area or are opening a new store, let them know. Offering an incentive is also a great way to get their attention.

Presence review on third party sites

People looking for the best restaurants or vintage stores in their neighborhood often check out review sites like Yelp or Tripadvisor to decide which business to visit. Improving your presence on these third-party sites will increase your online visibility, build trust, and improve conversion rates.

To improve your presence on third-party sites, make sure your business profile is complete and accurate, and actively encourage satisfied customers to leave reviews. Don’t forget to respond to and engage with customers who leave reviews—whether they’re positive or negative.

CRO Regional Search FAQ

What is CRO Local Search?

CRO for local search means optimizing your website and online presence to increase the conversion rate of visitors within a specific geographic area into customers.

What is the difference between SEO and CRO?

SEO focuses on increasing organic traffic by improving the visibility of your website on search engine results pages (SERPs). In general, CRO aims to improve the rate at which website visitors take a desired action, such as making a purchase or filling out a contact form.

What is the purpose of CRO?

The purpose of CRO is to increase the revenue of a business by increasing the number of sales or subscriptions. This maximizes the digital marketing efforts of a business. CRO involves implementing methods to remove obstacles that prevent you from attracting and converting potential customers.