Neighborhood landing pages showcase listings from a particular area or market, along with information and photos of that neighborhood. They help position you as a trusted local expert and are a valuable resource for clients who want to learn more about a neighborhood.
Not only that, if they’re optimized and built correctly, these landing pages also improve your site’s local SEO, helping you stand out among your competition and making it easier for homebuyers to find you.
Now that you know why you should take the time to create neighborhood landing pages for your site, let’s take a look at how to go about doing that. These nine simple rules will get you on the right track.
Choose your markets and page type.
The first thing to do is to decide what you want to achieve. Make a list of the markets you want to build pages for. They’re called “neighborhood landing pages,” but you don’t have to limit yourself to neighborhoods. Buildings, developments, subdivisions, counties, cities, ZIP codes — they’re all possibilities. The important thing is to choose locations that are relevant to your business. Make a list of the pages you want to create.
At this point, you’ll also decide whether you are building neighborhood pages designed for seller leads or buyer leads.
Allow for enough time.
Creating the landing pages will take some time, but if you’ve selected appropriate markets, it will be worth the effort. The first page will take the longest. Once that’s finished, it will act as a template for all of the others. You want each of your neighborhood landing pages to look consistent across your site.
Your neighborhood landing pages are designed to be a resource for visitors, so they should provide useful information about the neighborhood or market, not just listings. Make sure you have enough information to write a paragraph or two of text about it. (Don’t go overboard… you’re not trying to write the definitive book on the location.)Not sure what to say? Think about how you would describe an area if a client asked you about it over the phone, then write something similar. What makes the area special? Why do people love living there? What unique amenities or attractions are nearby? Use area-specific keywords to maximize your SEO benefits, and do NOT simply copy text from Wikipedia or a competitor’s page.
Not sure what to say? Think about how you would describe an area if a client asked you about it over the phone, then write something similar. What makes the area special? Why do people love living there? What unique amenities or attractions are nearby? Use area-specific keywords to maximize your SEO benefits, and do NOT simply copy text from Wikipedia or a competitor’s page.
Check it twice.
When you’re finished, run spelling and grammar checks and if possible, try to have another member of your team read over what you’ve written. Well written, clear, concise text will keep visitors reading and put your best foot forward.
Each neighborhood landing page should feature photos and/or video of the area. Get these together before you begin building your pages to maximize your efficiency. Taking your own photos or video is best because you’ll avoid copyright issues and have unique content. After all, if you shot the photo or footage, there’s no way your competitor is using the same visuals.
People want to see images of the neighborhood, but they’re generally more interested in information and the available homes. For that reason, if you’re going to use a number of different photos, consider using a photo slider/slideshow, so they don’t take up too much space on the page.
Video is an even better option than photos in most cases. Your visitors will love watching videos, and Google gives more authority to pages with relevant videos.Shoot your own quick video introduction to the neighborhood if possible. That doesn’t mean you need to go hire a film crew or buy professional editing software. Authenticity is more important than slickness. You want to show off your local expertise and authority, not your filmmaking skills. Shoot it on your phone if you’d like.
Shoot your own quick video introduction to the neighborhood if possible. That doesn’t mean you need to go hire a film crew or buy professional editing software. Authenticity is more important than slickness. You want to show off your local expertise and authority, not your filmmaking skills. Shoot it on your phone if you’d like.
Introduce the viewer to the market and perhaps, briefly, to you. But remember: these pages are about helping people become familiar with an area, not about selling them on your services or business. That comes later. Focus now on sharing your knowledge and being genuinely helpful.
Optimize your pages.
You’re creating these pages for human visitors, not search engines, so don’t worry about SEO to the point that it negatively affects the information you’re providing. That said, there are several things you can do to maximize the significant SEO benefits of creating neighborhood landing pages.Keep your headlines and page titles simple and accurate. Don’t get fancy or cutesy with them. Using the name of the market you’re focusing on in your page title and
Keep your headlines and page titles simple and accurate. Don’t get fancy or cutesy with them. Using the name of the market you’re focusing on in your page title and headline is advantageous for both humans and search engines.
Make sure your photos and videos have alt text to help search engines find them. If you have local keywords you are trying to rank for, use those (sparingly) in your text.
Be mobile friendly!
Make sure these pages look great on mobile! The importance of that can’t be overstated. These days, more people access the internet via tablets and smartphones than computers. Be sure you’re giving them a great experience. On top of that, Google and other search engines penalize sites that do not feature responsive design.
Use Showcase IDX tools.
Once you have written the neighborhood info and added your photos or video, it’s time to provide the element homebuyers have been waiting for: the listings. Showcase IDX offers several useful and flexible tools for your neighborhood landing page:
• Showcase IDX Hotsheets – Hotsheets allow you to embed a subset of search results into your page (e.g., results that are limited to the neighborhood, development, ZIP code, or area your neighborhood page covers), so they are an important feature on your neighborhood landing pages. They are indexable by search engines, which means the content on the page will always be changing and updating. You can even use multiple Showcase IDX hotsheets on a single page — just don’t go too crazy because they do affect page load time.
• Showcase IDX Widgets – Showcase IDX offers a number of useful widgets for your site, some of which are a great fit for your neighborhood landing pages as well.
- Consider adding the Map Widget to your neighborhood page. It can be linked to a saved search, just like a hotsheet, so you can use it to show a particular area on the map. The map is responsive and will fit into any container it is put into. It looks particularly great as a header on your page. We do, however, recommend hiding it on mobile to increase the ease of scrolling.
- Showcase IDX’s Search Widget can be used to create customizable search buttons that send people to search results when they’re clicked. Learn more about how the Search Widget works.
• Showcase IDX Contact Form – Once you’ve built informative neighborhood resources with solid SEO, you’ll want to convert some of that extra traffic into leads. Contact forms are a great way to do that, and Showcase IDX makes it easy to add one.
If you have questions about how you can use Showcase IDX’s tools to create fantastic neighborhood landing pages for your site, get in touch. We’re here to help!