3 top tips to appeal more easily to local customers

woman shopping ecommerce credit card

Figures are continually being released that confirm the pressing importance of well-honed local business digital marketing today. For instance, did you know that 46% of all searches on Google are local, or that 76% of local searches result in a phone call?

That’s an awful lot of enquiries that your own business could be missing out on if it fails to optimise its website SEO to hook in potential customers living in your locality.

A key component of that is the writing of compelling, relevant and actionable on-page content. So in short, how can your copywriters – or those from our own team here at PENNInk Productions – compose well-optimised content that will boost your firm’s local search rankings and revenues?

1. Optimise those title tags

It’s one of the most glaring SEO errors that our local business digital marketing experts see time and time again from the owners of small to medium-sized firms – overly generic title tags.

By simply using ‘Home’ or ‘Services’ as the title of a given page of your site, you are missing out on an immense opportunity to tell Google more about precisely who you are attempting to attract, as well as what specific products or services you are offering that could improve their lives.

Remember that local searchers want quick and relevant answers from businesses close to them, and some of those answers should be apparent straight away in your title tags – whether you’re an estate agent in Leeds, a Birmingham coffee shop or a gym in Croydon.

2. Incorporate local regions into H1 and H2 tags

H1 and H2 tags are the HTML components for the title and first heading of your page respectively. This means they play a crucial role in communicating what your site is about to both human visitors and Google spiders.

What it also means is that when it comes to local business digital marketing, you should be using these tags to get specific about the locale to which your site caters.

Here at PENNInk Productions, we can undertake the keyword research and analysis that will enable us to uncover the relevant terms people near you are searching for. So going back to the gym example, could your potential customers be performing searches for the likes of ‘personal trainers in Watford’ or ‘Watford corporate gym membership’?

3. Write naturally for the era of semantic search

One thing that has changed lately about local business digital marketing is Google giving higher rankings to pages with a natural array of semantically-related keywords. As an example, we mean pages that don’t just use the same keyword term three times, but no other similar terms or phrases throughout the text.

This is why writing in as natural a manner as possible – one that also sees you deploying similar keywords or phrases to the target keyword on the same page – is so crucial to bolstering your local business’s SEO performance.

Achieving the optimal semantic mix of keywords can be tricky, though. That’s one more reason to potentially give PENNInk Productions’ skilled and seasoned professionals in local business digital marketing a call: just dial 020 8144 7931. Alternatively, discover more about our current search engine optimisation plans.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.