Local is all the rage these days as more and more companies realize the importance of nearby audiences for more leads. Here are some steps you can take to make sure your website takes advantage of the best options for local prospects.

1. Optimize the content of your website

To attract a local audience, you need to appear trustworthy and professional. Start by making sure your website content is fully optimized. Include concise and relevant information, such as your locations, contact numbers, and email, as well as an interactive map showing where you can be found. Showcase customer stories, FAQs, and a blog for a more personal approach.

2. Go mobile

According to Google and Nielsen, 75% of mobile searches for local stores and services lead to a store visit, purchase, further investigation, or call. Local SMEs cannot miss out on this undeniable opportunity. Be sure to incorporate mobile response into your game.

3. Get found in listings and directories

Your local presence will not be complete if you cannot be found in local online directories. Own all your listings by providing up-to-date information. Sign up for Google Places for Business as well as Google+ Local Pages. This will help you provide accurate information to customers, as well as communicate with them and get more exposure.

4. Use social media to your advantage

Social media is a powerful tool for online business, business start-ups and break-downs. Make sure you have active social media profiles on the various platforms where your customers can communicate with you. This doesn’t stop at creating a Facebook page.

Analyze your target audience and find out which platform they are likely to use the most, like Pinterest or Instagram for fashion or food, and maintain a strong presence there. Knowing how people use different platforms is invaluable, like Twitter for quick questions and mentions, or Facebook for sharing content and stories.

5. Use localized search engine marketing

Increase people’s awareness of your business with pay-per-click ads on search engines. Choose the keywords that are most relevant to your business within the area. This will allow your company to target the audience in the specific area and give you a competitive advantage over other companies.

6. Find your voice

Many companies attract a large following by having a different approach: a human touch or a voice behind the business. Find the personality to build your business, whether it’s incorporating a family business approach or fancy language. This will help local audiences to remember your business when searching for your services.

7. Get involved in the community

Local visibility can be greatly improved by participating in local events. One way to do this is to organize a campaign for a good cause that benefits a particular local audience. Not only does it build good PR, but you can also give back to the community that supports your business.

8. All about the brand

Branding is a must, whether you are a small business or a more established one. This includes not just a logo or tagline, but the overall image you project within the community. Give your brand a local touch by including local trends, expressions or approaches.

9. Encourage local reviews

With so many people having access to the web, prospects can find out what others are saying about you with just a few clicks. This is why it is important to have genuine customer reviews. The more good reviews your business receives, the more likely people are to choose what you have to offer.

10. Join local business organizations

Getting involved in local business organizations is a good way to build links within the broader business environment. This will help you build your network and be more visible in the community.

11. Closely monitor results for continuous improvement

Lastly, striving to keep improving is important for any business, large or small. Monitor the results of your efforts and see where you can still improve. Listen to customer feedback and make sure you reduce negative conversations on the web.

When it comes to local presence, it’s a good idea to build a business that your audiences can relate to, something that can have some influence on their daily lives. These steps will help you on your way.