A complete local business contact page designed for Google and conversion

When you hear the term “contact page,” you probably think of a simple page that contains contact information and maybe a form.

I’m here to tell you why that’s a big miss from a local SEO standpoint and show you how to build a landing page that builds your Google rankings and helps you convert more leads.

Google pays special attention to your contact page

The former head of Google Business Profile Support, Joel Headley, once told me that Google crawls and passes your contact page to gather information about your business.

This made me realize that many businesses have bad contact pages. They write their name, address, and phone number (NAP), embed a contact form, and call it a day.

Google says, “Give me data about your business,” and you say, “No data for you.”

What you should do instead is give your contact page the same level of care and attention as a multi-site landing page.

Here are the must-haves for a contact page that converts site visitors into paying customers:

• Business ownership.
• Contact information.
• Trust the features and testimonials of the community.
• Site-specific content.
• Resources.
• Call to action.

1. Business ownership

Like every other page on your site, your contact page should reflect your brand. This means you must include:

• Your business logo (similar to all your other marketing materials and real-world branding).
• Your slogan (bonus points if you can use keywords in it for added SEO value).
• A short introduction that explains what your business does, where it is located, and what your unique proposition (UVP) is.

Dig deeper: Local SEO gatekeeper: How Google defines your business

You wouldn’t believe how many businesses forget to include their contact information on their contact page. Here’s what you should absolutely include:

• Full business name.
• A contact form and an email address that people can write to (I recommend both).
• Complete the address.
• Phone and text numbers.
• Social links.
• Hours of operation (including any holiday, seasonal, or special hours).
• Purchase options (eg, store pickup, curbside pickup, delivery, appointment only).
• Embedded Google Map for your business (not your address).
  • A common mistake businesses make is embedding their business address map in Google Maps instead of their actual Google Business Profile.
  • Be sure to embed the map in your business listing in Maps so that whenever someone clicks on it, it sends engagement signals to your profile. Basically, this means:
    • Search for your business name on Google Maps.
    • Submit your profile.
    • Click the Share button.
    • Click on Embed the map tab.
    • Copy and paste the code on your contact page.
• A link to your Google Maps listing.
  • A few years ago, Holly Starks conducted a case study to test whether driving directions affect local standards. He Googled 100 cell phone driving directions, loaded them into his car, and drove to business. The results were very good. The business ranking jumped from the 20s to number 1.
  • In the past, I recommended that I write driving and walking directions on your contact page. Now, as you think about what Starks found, adding a link to your Google Maps listing with strong text like “Get driving directions” is even better. It encourages people to use Google Maps driving directions and can increase engagement signals on your Business Profile.
• Payments accepted.
• Parking details.

Including detailed business information helps customers contact you and visit you and signals to standard search engines and AI search tools that your business is legitimate and trustworthy.

Bonus tips for your contact form:

• Add a compelling call to action (you can use the same CTA on your entire page).
• Set up form conversion tracking.
• Avoid spam by entering reCAPTCHA, using a plugin, which requires double login, and formatting your email address so that bots can’t read it (eg, hello (at) domain (dot) com).
• Make sure your contact section matches your Google business profile as a signal of legitimacy.

3. Trust the features and testimonials of the community

Your contact page shouldn’t just tell people how to reach you. It has to prove that they are making the right decision before they click or call.

Clear expectations

Be clear about what the customer can expect once they reach out to you and ensure they make the right choice by contacting you:

• How long are the response times? 24 hours? 2 business days?
• What are the next steps? What can they expect from your team?
• Is there any useful information you can give them about your team, your location, or anything else that sets you apart from your competitors?

Experience and details

Build trust and increase your page conversion rate by listing any:

• Industry associations you are a member of (locally and nationally).
• Local room for business groups.
• Professional groups and organizations.
• Meetup groups.
• Neighborhood associations.
• Better Business Bureau ratings.

Tip: Link each organization name to your business profile on its website.

Dive deep: Local SEO sprints: A 90-day plan for service businesses to 2026

Awards and achievements

Include any awards your business has received or been mentioned in the press, and link each to the relevant article or website. If you are frequently mentioned in the press, you can create a dedicated media section on the page.

Review and testimonials

Embed reviews from other sites and include testimonials on your contact page to build trust. You can increase the credibility of reviewers by including their photos, names, cities, and a link to their websites or directly to the review platform they used.

Be sure to include your total review rate and total review amount.

Remember, customers don’t expect your business to have a perfect 5-star rating. A rating of around 4.7-4.9 indicates that you are a genuine business, not one that bought all its reviews.

Customer reviews not only build trust and increase conversions, they also add unique, locally relevant content to the page, which is great for traditional search performance and AI.

Tip: This section is also great for asking for reviews, as repeat customers are more likely to visit your contact page. Add a Google review request link with a call to action to generate more updates for your Google business profile.

Dig deep: 7 local SEO wins you get from keyword-rich Google reviews

4. Location-specific content

Create content that references local knowledge and explains exactly what your business does, where it is located, and why prospects should choose you.

Here are some ideas for local content:

• Add photos and descriptions of your team members.
• Tell visitors about the clients you serve and your areas of expertise.
• If you are in a popular area or location, mention that in your content.
• Highlight any customer satisfaction guarantees or price match policies.
• Mention any upcoming events, volunteer efforts, or relevant partnerships.

Dig deep: Top SEO tips for niche websites

5. Resources

Start by reviewing the attributes section of your Google Business Profile and consider listing those attributes on your contact page, such as a family-owned or women-owned business, neurodivergent-friendly, or offering outdoor seating or home delivery.

Then list any other attributes your business has that Google doesn’t offer as options. Detailed business features help search engines, LLMs, and customers understand that you meet specific needs.

This can be especially useful for AI searches, where people use a lot of conversational questions, such as “Give me a list of cafes in Seattle that are wheelchair accessible and have free WiFi.”

6. Clear CTA button

If you’re going to do all this work to create a killer contact page, don’t forget to put the cherry on top. Sprinkle well-placed calls to action throughout the page to encourage visitors to interact with you. Make them bright, animated, engaging, and convincing.

Treat your contact page as a local SEO asset

If you want a contact page that helps people reach you, inform search engines and LLMs about your business, and convert visitors into customers, treat it as a multi-site landing page. Save this list to remember all the parts your contact page needs.

Do this, and your contact page will outperform 99% of your competitors’ contact pages, because most businesses do a terrible job with them.