Plan a local landing page around the customer's circumstance, urgency, and proof needs.
The move: start with the circumstance that created the search. Jobs to Be Done says people choose a product or service because they are trying to make progress in a situation. A local page should reveal that situation. Who is searching? What pressure are they under? What would make them trust a nearby provider? What proof would reduce the risk of calling? For local pages, the job often has four parts: urgency, fit, proof, and next step. Urgency explains timing. Fit explains whether the business handles this service in this place. Proof shows that the business has done it locally.…
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