Why Local Content Matters for your Squarespace Website

As a web designer who partners with small business owners, I understand the importance of standing out online. I also know it’s likely NOT where you want to spend your valuable time. You are a business owner NOT a marketer. But let’s take moment to talk about marketing’s favorite buzz-word: content creation.

First things, first. What the Heck is CONTENT?

“Content” is all the stuff that fills up your website and makes it interesting to your visitors. It’s your blog posts, images, videos, and social media posts — the things that make your website a conversation starter. For small business owners, good content is your best friend; it attracts customers, keeps them engaged, and convinces them to stick around long enough to get to know you and your products or services.

Why Local Content Matters

Local content speaks directly to the heart of your community. It shows that you're not just another business trying to make a sale; you're a part of their daily lives, challenges, and successes. When done right, this kind of content can:

• Build trust and credibility

• Drive more traffic to your website

• Increase engagement on social media

• Nurture long-term relationships with clients

Content Marketing for Attracting Local Audiences

I like to think of creating website content like planting seeds in a garden. 🌱 Each piece of content you create has the potential to grow into a strong connection with your audience. But how do you ensure that your content resonates with the local crowd?

Tips for Creating Engaging Local Content

1. Know Your Audience Inside Out

Before you start writing or designing anything, take the time to understand who you're talking to. Who are they? What do they care about? What are their pain points? 🤔 (Small soap box rant - please don’t taunt your readers with their pain points — don’t stress them out. Instead, let them know you recognize their struggles and you want to help. Empathy creates connection.)

For example, if you're a real estate, think about what local homebuyers might be searching for. Are they first-time buyers looking for tips? Or perhaps seasoned investors seeking market insights?

➡️ For help with this step, download my Client Clarity Workbook.

2. Share Local Events and News

Capture the interest of your local audience by tying your content to local events and news. Is there a popular festival coming up? A new development in town? Use these events as opportunities to create timely and relevant content.

Imagine you’re a food truck owner blogging about an upcoming neighborhood festival. You could write a post titled “5 Reasons Why [Event Name] Makes [Neighborhood] a Food Lover’s Paradise.” This promotes the festival and highlights the delicious food options and vibrant community vibe that make the neighborhood a must-visit spot for locals.

3. Share Success Stories and Testimonials

People love stories! Sharing success stories from your clients can be incredibly powerful for any business owner. Take a salon owner, for example. They could highlight a young adult who finally found their own personal style with the help of the salon’s expert stylists. These narratives resonate deeply and can apply to any business, showcasing the real-life impact of your services.

Consider creating video testimonials or written case studies that showcase these successes. Not only does this build credibility, but it also provides social proof that others in the community trust and value your services.

4. Create How-To Guides and Tutorials

Educational content is always valuable for any business owner. Think about common questions or challenges your audience faces and create how-to guides or tutorials addressing them.

For example, an interior designer might create a guide on “How to Maximize Space in a Small Apartment.” This kind of practical advice positions you as an expert while providing tangible value to your audience. The same approach can be applied to any business, helping you connect with your audience and showcase your expertise.

5. Encourage User-Generated Content

User-generated content (UGC) is gold when it comes to building community engagement. Ask your audience to share their experiences with your brand on social media using specific hashtags or by participating in contests.

For example, if you’re a local homebuilder, you could run a photo contest where homeowners share pictures of their beautifully finished homes using a branded hashtag. Feature the best entries on your website or social channels—it’s a win-win!

7. Use Local Images

Using local images can significantly enhance your content by making it more relatable and authentic to your audience. Pictures of familiar places, local events, and community members can create a strong connection with your readers.

If you’re not feeling confident about your photography skills, here are a few options to get those local photos:

• Hire a Local Photographer: Professional photographers can capture high-quality images that reflect the essence of your community.

• Collaborate with Local Influencers: Local influencers often have a collection of community photos. Partnering with them can provide you with authentic visuals while also boosting your content's reach.

• Crowdsource from Your Audience: Encourage your audience to share their photos of local spots and events. This not only gives you great content but also engages your community.

Making Your Content SEO-Friendly

Creating great content is one thing; getting it to your target audience is another. Here are some quick tips for optimizing your content for search engines:

• Use Local Keywords: Incorporate keywords related to your location throughout your content.

• Optimize Meta Descriptions: Write concise meta descriptions that include local terms.

• Add Alt Text to Images: Ensure all images have descriptive alt text.

• Claim Your Google My Business Listing: Keep it updated with fresh content regularly.

Connect Authentically With Your Community

Creating content that engages local audiences isn't rocket science—but it does require thoughtfulness and strategy. By understanding your audience, leveraging local events, sharing stories, providing educational resources, utilizing visuals, encouraging UGC, and optimizing for SEO—you'll be well on your way to building meaningful connections within your community.

Remember: It's all about authenticity! Be genuine in your efforts and show that you truly care about serving those around you.

Need Help Getting Your Local Blog Started?

Creating great local blog content is just the beginning. You also need a high-performing website to showcase your posts and promote your business. If you need assistance building a website that will attract local customers and enhance your business, contact me today!