The Visual Elements That Make up a Successful Location Page

Successful location pages are win-win-win for users, search engines and your website. They make it easy for visitors to find helpful information, signal important information about your business to search engines, and they make your website more relevant for certain search queries, improving your chances of ranking.

Location pages all have common elements like contact information, hours of operation and product/service offerings. But too many people forget to incorporate quality visuals onto the page that improve user experience — and your ability to rank.

Adding visuals such as photos or videos on your location page helps drive traffic, makes information visually appealing and ultimately leads to higher engagement.

Let’s take a look at the visual elements you should include on your business’ location page:

• Identify Purpose
• Location Map
• Parking Map 
• Exterior Photos 
• Interior Photos 
• FAQ: How can I optimize visual elements on my business location page?

Identify Purpose

Before you begin to gather visuals for your location page, take a minute to identify the purpose behind the page.

Is your business a café? Include images showing your fresh bakery items, your drink selection and your interior ambiance. Do you have areas for people to work with their laptops? Show a charging station and a free Wi-Fi sign.

Do you run a bike shop? You’ll want images showing new bikes, used bikes, bike repair tools and bike accessories. (And, you might consider including photos of your team in action helping customers.)

Are you a digital marketing agency that conducts most of your business online? Then, you want images that show your team working. On laptops, on the phone, in a meeting or a conference room, or at the front desk. Show your team at work.

No matter what your business is, make sure that your images clearly convey where you are located and what customers can expect when they go to your business.

Think about what you do at your location and how you can share that information visually through photos.

Location Map

Add a location map to your location page. This can be an image from Google maps or another map service. An image sourced from Google Maps or a reliable mapping service enhances user navigation and boosts accessibility to your location.

Do I need to include written directions?

This depends on your visitor demographic. If most of your visitors are local, it’s a good idea to include a few different direction options: coming from the local highway, coming from a neighboring town, etc.

For most businesses, an address and map photo are enough for this page. But you can help users by providing some details about where you are located.

Bike Shop Santa Monica is a great example of this. They have a short written description above their map that explains their location and mentions several neighborhoods that can easily visit the shop.

This helps visitors know how far away they are from the shop and lets search engines know that the shop is connected to these neighborhoods. You can share your map and directions via Google with this Google help file.

What do you do if you have multiple locations?

If you have multiple locations, you want to make sure that each location is featured on your location page. It’s important for users to be able to quickly identify each location and choose between them. We recommend using an interior or exterior photo for each location.

Mah-Ze-Dahr Bakery has an excellent visual representation of multiple locations. On their location page, they list each bakery individually with its address, phone number, hours of operation, an interior photo (helpful for frequent visitors to remember which location they were at/will be visiting) and order pick-up/catering buttons. It’s easy to navigate and provides a succinct way to get all the details about each location.

At the top of the page, they have a map so that users can easily see where the bakeries are located. Users can zoom in and out to get a better look.

Parking Map

Depending on your location, you may want to include a parking map image on your location page, especially if your business has unusual parking requirements.

Is it not possible to find street parking at your location? Do you not have parking onsite? If someone visiting your business will need to find parking at a parking garage, it can be helpful to share a parking map with stars or another label over the nearby parking garages. You can also include rates and operational hours for those parking locations.

UCLA does a good shop of sharing multiple maps for their university to help with parking. The size of their campus and the number of new visitors that they get each year makes this a smart move.

Exterior Photos

If you want people to go to your business, it helps to show them what your business looks like. For practical purposes, it is easier to find your business when they arrive at your location. For search purposes, it helps search engines boost performance for your page. Businesses with more photos tend to get more clicks, more calls and more messages.

How many exterior photos should I include?

You should include at least one exterior photo that showcases your business. If you want more, we recommend showing a photo of the street and possibly a second angle of the exterior. You really won’t need more than three photos unless you operate your business on the exterior. For instance, a horse barn where riding lessons are given would benefit from additional exterior photos that showcase the training spots.

Summit Bicycles does a good job showing exterior photos for each of their shops.

Interior Photos

Interior photos add warmth to your location page and make your business feel more personable. Users feel like they know your business when they can see “inside.” They are also a good way to give the search engine more to crawl and more to share in search.

How many interior photos should I include?

There isn’t a right or wrong answer here — the importance of your interior depends on the type of business you are. We recommend using anywhere between two to five photos so that your business is well-represented.

For a business where people might stick around, we recommend more photos (such as a cafe, coffee shop, restaurant, hotel, etc.). Fewer photos are needed for businesses that are less about ambiance.

Sticking with our Mah-Ze-Dahr Bakery example, they include interior photos to give you an idea of what the environment is like in each location.

No matter what images you choose to include on your location page, be sure that all photos are good quality and high-resolution. You can optimize them so that they have a better change of appearing in the search results. And, as an added bonus, you can also use these photos in your Google Business Profile.

Your location page will be successful if it shares the necessary information with search engines and users: where you are located, how to find you, what you do and what to expect.

Need more tips on building the perfect location page? See my article “How to create a perfect location page for SEO and visitors” on Search Engine Land.

Looking for SEO solutions to drive traffic to your location? Talk to us. 

FAQ: How can I optimize visual elements on my business location page?

A business’s online presence serves as the gateway to its success. Leveraging visual elements effectively on your business location page is pivotal. Visuals not only enhance aesthetics but also convey crucial information, guide potential customers and significantly influence engagement.

Firstly, consider the purpose and essence of your business. Tailoring visual elements to align with your brand’s identity and offerings is key.

For instance, a cozy cafe might showcase inviting interior shots, highlighting its ambiance and menu offerings, while a tech firm might emphasize its collaborative workspace and innovative environment through team photos and workspace visuals. Understanding your business narrative ensures the coherence and relevance of your visual content.

Next, prioritize clarity and relevance in your visual choices. High-resolution, professionally captured images of your physical location, products/services, and team members foster credibility and trustworthiness.

A crisp, well-labeled location map, coupled with clear directions, expedites customer navigation and bolsters user experience. Additionally, incorporating multiple location views (if applicable) aids users in selecting the most convenient branch.

Moreover, striking a balance between variety and coherence in visual content is paramount. An optimal mix of exterior and interior images offers a comprehensive glimpse into your business, enhancing user engagement. For instance, showcasing the storefront, key amenities, and distinctive interior features fosters a sense of familiarity and comfort among potential visitors.

Furthermore, don’t underestimate the power of visual storytelling. A well-curated gallery that narrates your business story, captures customer interactions and showcases special events or promotions adds depth and personality to your location page. Engaging visuals not only attract attention but also resonate with your audience, fostering a lasting connection.

Optimizing visual elements on your business location page is more than mere aesthetics; it’s about crafting a compelling narrative that resonates with your audience. By aligning visuals with your brand identity, maintaining clarity, offering variety and integrating storytelling, businesses can effectively harness the potential of visual elements, enhancing their online presence and driving customer engagement.

Step-by-Step Procedure:

1. Assess Your Business Narrative and Essence
2. Identify Key Visual Elements Aligned with Brand Identity
3. Ensure High-Quality, Professionally Captured Visuals
4. Prioritize Clarity and Relevance in Image Selection
5. Incorporate Clear Location Maps and Directions
6. Provide Multiple Location Views (if applicable)
7. Balance Variety and Coherence in Visual Content
8. Include Exterior and Interior Images Strategically
9. Curate a Visual Storytelling Gallery
10. Ensure Visuals Align with Audience Preferences
11. Regularly Update and Refresh Visual Content
12. Analyze User Engagement Metrics for Visual Effectiveness
13. Solicit Feedback and Adjust Visuals Accordingly
14. Integrate Visuals Across Marketing Channels
15. Optimize Visuals for Different Devices and Platforms
16. Monitor Competitor Visual Strategies for Insights
17. Collaborate with Design Professionals if Required
18. Conduct A/B Testing for Visual Optimization
19. Continuously Evolve Visual Strategies Based on Insights
20. Measure Impact and ROI of Visual Elements

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.