Many Australian small and medium enterprises grapple with a common challenge: how do we optimise our website to attract both local customers and a broader, national audience? It’s tempting to try and be everything to everyone, but a focused approach to conversion – tailoring the experience – delivers far better results. The key is understanding that local and national search behaviour, and therefore conversion pathways, are distinctly different.
We often see businesses treating their website as a single entity. However, think of it as having two, sometimes overlapping, customer segments. A national campaign aims for volume, brand awareness and potentially, direct sales shipped Australia-wide. Local campaigns focus on immediate action – a phone call, a visit to a physical store, or a service booking. Here’s how to optimise for both:
- Localised Landing Pages: Create specific pages targeting key cities or regions. These pages should include local keywords (e.g., “plumber Sydney”, not just “plumber”), local area codes in contact details, and ideally, testimonials from customers in that area. Google prioritises relevance, and this signals strong local intent.
- Geo-Targeted Content: Beyond landing pages, incorporate local references throughout your website content. Mentioning local landmarks, events, or community involvement builds trust and demonstrates you understand the area.
- National Campaign Focus on Value Propositions: For national campaigns, concentrate on the unique benefits of your product or service. Highlight shipping options, guarantees, and customer support. Think about what sets you apart on a national scale.
- Conversion Path Alignment: Ensure your calls to action (CTAs) match the intent. Local CTAs should be “Call Now”, “Get Directions”, or “Book an Appointment”. National CTAs might be “Shop Now”, “Request a Quote”, or “Download a Brochure”.
Don’t neglect tracking. Use Google Analytics to segment your traffic by location. This allows us to analyse which strategies are working for each audience and refine our approach. For example, if we see a high bounce rate from a specific city, we know that landing page needs improvement. As we move into 2026, expect Google’s algorithms to become even more sophisticated in understanding user intent, making this level of granular tracking even more crucial.
Ultimately, optimising for both local and national conversions isn’t about choosing one over the other. It’s about recognising the different needs of each audience and delivering a tailored website experience. Start by auditing your current website, identifying key local areas, and creating dedicated landing pages. This focused approach will maximise your return on investment and drive sustainable growth.
