What Should a Local Business Website Include? Pros and Cons of Key Local Website Pages
We’ve made hundreds of websites over the last two decades (maybe three decades) of making websites. We’ve had requests from big and small. We’ve also had to explain (to both big and small) the pages that we absolutely need on every single local website. You might say we have this down to a science.
Although we make our recommendations, we also understand businesses are unique. Not just in terms of industry, but in terms of how they treat their website. Do they have someone update the website internally? Do they want to outsource the help? Do they just want it to sit dormant for seven years before they do a redesign? These are all things to consider.
And because of that, some of the necessary pages might hit the cutting room floor. Not because we don’t find them valuable, but because it doesn’t fit for that individual business.
So let’s discuss some of the pages that we tend to find a good idea and also some reasons why you might say no.
Staff Pages and Team Bios for Local Businesses
When you look at local businesses that stand out, one thing they do really well is make themselves feel human.
Staff pages and team bios are one of the easiest ways to do that.
People don’t just want to know what you do. They want to know who they’re working with. Especially in local markets, where relationships matter, seeing the faces behind the business makes a big difference.
If you have employees who live in the area, grew up there, have kids in the local schools, or are involved in the community, that’s valuable information. That connects you directly to your audience in a way that generic content never will.
You’re not just a company anymore. You’re part of the community.
Pros of including Staff Pages and Bios
From a trust standpoint, this is huge. It lowers the barrier for someone to reach out because they feel like they already know you.
It also reinforces your local presence. When someone is deciding between two businesses, the one that feels more familiar and connected usually has the advantage.
In service-based industries, this can be the deciding factor.
Let’s also not forget how Google and AI agents look at your business and website. Yes, you might think your business is an expert in “x”. Well, no business is really an expert unless they prove that they have a team of experts. And how do you make sure you display that your team is full of experts? That’s right - you have to explain this in bio pages.
Whether it be resumes, paragraphs explaining their history and accomplishments, or just simple name and title (with a link to their LinkedIn) - these are ways that the smart computers can help push some of their authority over to your business. This is one way to help you rank a bit higher in the search.
Cons of Including Detailed Pages of Your Staff
The downside is that this has to be maintained.
If you build a team page and never touch it again, it becomes outdated quickly. Employees leave. Roles change. Photos get old. Bios no longer reflect reality. If every other person is going to have a “not here for yearbook photo” silhouette, maybe you reconsider having this section on your website. Some might be better than none, but it also looks incomplete and half-assed.
At that point, it can actually create doubt instead of trust.
There’s also a tendency to overdo it. Not every employee needs a full write-up. Focus on the people your customers will actually interact with or care about.
Local Contact Information (NAP Consistency)
This is one of the most important pieces of your website, and it’s something that often gets treated as an afterthought.
NAP stands for Name, Address, and Phone Number.
This is basic information, but it carries a lot of weight, both for users and for search engines.
Most of the time, people are coming to your website because they want this information. They want to call you, find you, or confirm they have the right business.
Pros of Making Sure Your NAP is Listed
From a user standpoint, this is essential. If someone can’t easily find your contact information, you’re creating friction for no reason.
From an SEO standpoint, this is how Google connects your website to your Google Business Profile and other listings. Consistency across the board helps build trust and clarity.
You want this information clearly displayed on your contact page, but also accessible in your footer and sometimes even your header. The easier it is to find, the better.
This is also something that helps reinforce your legitimacy. A clear address and phone number signals that you are a real, established business.
Cons of Having Your Name, Address, and Phone Visible
The only real downside is maintenance.
If your phone number changes, if you move locations, or if anything shifts, you have to update it everywhere. If you miss one place, it can create inconsistencies that confuse both users and search engines.
This is why it’s important to structure your website in a way where you can update this information in one place and have it reflected across the entire site.
Social Media Links on a Local Website
Social media links are one of those elements that seem simple, but they serve a much bigger purpose than most people realize.
Yes, you want people to follow your pages. That’s the obvious reason.
Social media is still one of the best ways to keep your brand visible, stay top of mind, and maintain ongoing interaction with your audience. Even though the algorithms make it harder than it used to be, it still works.
But there’s another reason that’s just as important.
There are a lot of businesses with similar names. When someone searches for your business, whether it’s on Google or through AI tools, there’s a chance it can pull the wrong one.
By linking your social media accounts directly on your website, you’re helping connect the dots. You’re making it very clear which profiles belong to your business.
Pros of Listing Your Social Media Links
This creates a stronger web of connections around your brand. It helps users find you faster and helps search engines and AI tools better understand who you are.
It also gives people another touchpoint. Someone might not be ready to call you, but they might follow you, and that keeps you in front of them.
Cons of Listing Social Media
The biggest issue is linking to platforms you’re not using.
If you have a social account that hasn’t been updated in months or years, sending people there is not a good experience. It makes your business look inactive, even if it’s not.
It’s completely fine to own your name on multiple platforms. That’s smart. But you don’t need to promote every single one of them.
Only highlight the platforms you are actively using.
Testimonials and Reviews on Local Websites
Testimonials are something you see on almost every local website, and most of the time they’re pulled directly from Google reviews.
They work, but they come with some built-in limitations.
Pros of Listing Your Testimonials
Testimonials provide social proof. They show that real people have worked with you and had positive experiences.
They also give users a quick way to scan what people are saying without leaving your website.
If you have recognizable local names or businesses leaving reviews, that can add another layer of credibility.
From an SEO standpoint, testimonials can also include natural language and keywords that support your services.
Cons of Pushing Reviews and Testimonials on Your Website
The reality is that everyone knows you’re only showing the good reviews.
Because of that, many users will still go to Google, Yelp, or other platforms to see the full picture.
There are also practical considerations. Using full names can tie individuals to your business long term. If something changes with that person, you may not want that association anymore.
And like everything else, testimonials need to be updated. If you add a bunch at once and never touch them again, they become outdated.
They’re helpful, but they shouldn’t be the foundation of your credibility. They should support it.
Blog Content, News, and Community Involvement
This is one of the most powerful sections you can have on a local website, but it’s also one of the easiest to misuse.
If you’re involved in your community, your website should reflect that.
If you’re sponsoring events, being featured in the news, working with local organizations, or doing anything that connects you to your area, that should live on your site.
This helps establish your presence not just in one city, but in surrounding areas as well.
Pros of Keeping Up with a Blog or News Section
From an SEO standpoint, this helps Google understand where you operate and who you serve.
If you’re doing work in nearby cities, mentioning those locations through real involvement helps build relevance.
It also gives you a platform to share your expertise and become a thought leader in your space.
From a PR standpoint, this is one of the easiest ways to showcase what you’re doing without relying on external platforms.
Cons of Creating a Blog for Your Website
The biggest issue is consistency.
If you’re only posting once a year, it doesn’t do much. In fact, it can make your site feel abandoned.
You also need to be intentional. Not everything belongs on your website. Just because something is happening in your area doesn’t mean it makes sense for your business to post about it.
And copying and pasting articles about you doesn’t add much value. You need to add your own perspective and context.
If you’re not willing to maintain this section, it becomes more of a liability than an asset.
Location-Specific Service Pages for Local SEO
This is one of the most effective strategies for generating leads through search, especially for local businesses.
These pages are built around a specific service and a specific location, like “Web Design Wheeling, West Virginia.”
They can work extremely well, but they have to be done correctly.
Pros of Using Location Pages for SEO
In less competitive markets, these pages can perform very well.
If someone searches for a service in a specific city, and your page directly matches that search, you have a strong chance of ranking.
This is also one of the best ways to expand into nearby areas without needing a physical location in each one.
Cons of Creating Specific Location Pages on Your Local Website
This is where a lot of businesses get into trouble.
You cannot take a lazy approach.
You can’t just create a template, swap out the city name, and expect results. That doesn’t provide a good experience, and it doesn’t help your rankings.
Each page needs to explain why you are relevant to that specific location.
For example, your connection to Wheeling might be completely different from your connection to Steubenville. The services might be the same, but the story is different.
There’s also a strategic risk. If you create too many similar pages targeting the same keywords, you can confuse search engines. When Google doesn’t know which page to rank, your competitor wins.
These pages are powerful, but they require planning, effort, and a clear understanding of what you’re doing.
What a Strong Local Website Really Comes Down To
At the end of the day, this is not about having the most pages.
It’s about having the right pages and maintaining them.
A strong local website:
- Clearly shows who you are
- Makes it easy for people to contact you
- Connects your brand across platforms
- Builds trust through real experiences
- Reflects your involvement in the community
- Targets the areas you actually serve
And most importantly, it stays updated.
If your website looks outdated or incomplete, people notice. Search engines notice. AI tools notice.
You don’t need to do everything, but what you do include should be intentional, relevant, and maintained.
That’s what turns a local website into something that actually drives business.
