Local SEO in a limited target area boosts conversion rate by 102%

The biggest asset of local SEO? Online findability for specific locations or regions. Depending on where you operate as a business, that ranges from a handful of cities and towns to even an entire province or country. As long as you have unique pages for each location in your target area. That target area does not always have to be immensely large. Even in a limited target region, local SEO plays to your advantage. This was demonstrated by Ontharingsinstituut.

Ontharingsinstituut is an expert in laser hair removal for women and men, based in the Waasland region. For their treatments, they only use medically tested equipment. This way, their customers are not exposed to any safety risks and the results are at an excellent level. To make their business more visible in the surrounding municipalities of the institute, they are putting their efforts into local SEO. A strategy that Tailpage is happy to help them with.

On the website of Ontharingsinstituut, there is a form you can use to request a free trial session. The client's goal was obvious: to achieve as many filled-in forms as possible. After all, the more completed forms, the more customers. In fact, the threshold for opting for a full laser hair removal treatment is lower when a trial session is allowed beforehand. Clients are left with a lot of questions. Will I experience immediate results? Is the price for the treatment in line with the quality? Does it hurt? They get satisfactory answers to these during the test session, after which they come back for paid follow-up sessions.
 

The goal and target areas are evident. Now all that is left, is to decide how to achieve said goal. That's where Tailpage is able to help. With unique local landing pages, we target the keyword in combination with all the locations situated in the Waasland target area. For example, anyone searching for 'laser hair removal in Beveren' will land on a local landing page of Ontharingsinstituut. This contains information on how laser hair removal works and its benefits. Most importantly, the page features a button that allows visitors to request a free trial session.

The keyword and target locations have been agreed upon, the web developer provided a neat template for the landing pages and the tracking of all buttons is set up correctly. That only leaves the question: how did all these local SEO efforts pay off?

The collaboration between Ontharingsinstituut and Tailpage started on 1 May 2022. We now review the results from the past 12 months.

Ontharingsinstituut has a number of actions that are measured on its pages. These are the objectives:
 

• A completed form
• A click on Ontharingsinstituut's email address
• A click on the phone number of Ontharingsinstituut
• A click on the mail address of collaborating institutes
• A click on the phone number of collaborating institutes
• Outbound click to the website of a collaborating institute

Ontharingsinstituut has its own practice in Waasmunster, but also cooperates with other institutes in the Waasland area. That's where Ontharingsinstituut works on location. We will leave the clicks aside for now and focus on the main objective "Fill in the form".

Conversion rates (period from 1 May 2022 to 1 May 2023)

Over the period of one year, a total of 426 goals were achieved. 127 of them came via a local landing page from Tailpage. That accounts for a whopping 29.81%. And that's not all. For the main target of local landing pages, Tailpage pulls in 37.07% of completed forms. More than a third!

The fact that local landing pages are doing their job is shown both by the high proportion of goals achieved and the higher conversion rates. The latter means that local pages convert more than other pages on the website. To clarify, we contrast the conversion rates:

Conversion rates (period from 1 May 2022 to 1 May 2023)

The conversion rate of local landing pages is 62.18% higher for all goals. For form completion, the conversion rate is even higher, at 101.66%. Pretty impressive numbers, right?

The local pages created by Tailpage are generating remarkably strong numbers. This is obviously good for expanding the customer base of Ontharingsinstituut, but there are two other learnings from this case.

You don't have to be a big player with a large working area to achieve solid results with local SEO. In Flanders, there are around 1,200 cities and municipalities. The probability of getting search volume is obviously higher if you target all these locations ot once. But in practice, as a smaller company in a limited working area, this is of no use to you. Ontharingsinstituut demonstrated that with fewer locations (187 to be precise), it can also create a strong narrative. In other words, local SEO is relevant for every company, large and small.

The success of local SEO is not directly connected to a particular sector. Tailpage's customers are often in the construction and DIY sector. For example, garage doors, windows and doors, roof works, carports, blinds or floor tiles. Ontharingsinstituut, on the other hand, belongs to an entirely different sector, that of personal care. Although the sectors are miles apart, the local approach remains the same. Getting your hair lasered is something you'd like to do in your own community, just like working with a local roofer or floor installer. Simply put, laser hair removal is an ideal local service. Ontharingsinstituut has anticipated this nicely with its local landing pages. The results speak for themselves!