Scaling Service Areas: A Hyper-Local Landing Page Strategy
Client: A national plumbing and HVAC franchise with 150+ locations across the US.
Challenges We Faced
The corporate brand had high domain authority, but individual franchisees were invisible in their local markets:
Generic Local Pages
The corporate site provided cookie-cutter landing pages for franchisees with identical content, causing duplicate content issues.
No “Near Me” Rankings
Local owners weren’t ranking for “plumber near me” because their pages lacked geo-specific signals.
NAP Chaos
Franchisees had created their own directory listings with inconsistent names (e.g., “BrandName City” vs. “BrandName of City”).
Franchisee Frustration
Local owners were buying expensive shared leads because organic search wasn’t delivering.
Weak Internal Location Linking
Service area pages weren’t properly linked from the main site, limiting crawlability and preventing authority from flowing to individual franchise locations.
Support Your Franchisees
“Are your franchisees complaining about leads? Our Franchise Landing Page Creation drives local jobs to every owner.”
Our Approach – How We Solved These Challenges
Franchise Landing Page Creation
We rewrote unique, localized copy for all 150+ location pages, incorporating local landmarks, specific service areas, and local team bios.
Citation & NAP Consistency
We used an API-based tool to lock key data fields across the web, ensuring every directory matched the corporate standard.
Schema Implementation
We added “ServiceArea” schema to every local page to define exactly where each franchisee operated.
Corporate & Franchisee SEO Training
We held webinars teaching franchisees how to generate local reviews to support the corporate SEO efforts.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| System-Wide Organic Leads | 450/mo | 3,200/mo | +611% |
| “Near Me” Keyword Rankings | 150 | 4,500+ | +2,900% |
| Franchisee Retention Rate | 85% | 96% | +11% |
Free System Audit
“Is your brand consistent? Claim a Free Franchise-Wide Audit and let our franchise seo company check your NAP health!”
Advice for Marketers & Brand Owners
- Kill duplicate content. You cannot rank 100 locations with the same “About Us” text. Localize the content for every franchisee.
- Define service areas. Use schema markup to tell Google exactly which zip codes a franchisee serves.
- Centralize data. Don’t let franchisees manage their own NAP data manually; it leads to chaos.
Extra Factors That Made It Work
- The franchise seo services team implemented a dynamic “Find Your Location” tool that improved user experience and reduced bounce rates on the corporate homepage.
- Review Generation training helped local owners boost their GMB ratings, which directly influenced Map Pack rankings.
