If your home improvement business serves several towns or cities, you might be missing out on local leads if your website doesn’t have dedicated pages for each area you serve.
These pages—called area pages or service area pages—help your company show up in Google when people search for things like “roof repair in Cary” or “bathroom remodeling near Raleigh.”
Let’s walk through what an area page is, why it’s important, what to include on one, and how to avoid common mistakes.
What Is an Area Page?
An area page is a page on your website that focuses on a specific city, town, or region where you do business.
For example, if your company serves Raleigh, Durham, and Cary, you would create one page for each of those locations. Each page tells potential customers that you work in their area and shows what services you offer there.
How Area Pages Are Different from Service Pages
- Service pages explain what you do (like roofing, window installation, or siding replacement).
- Area pages explain where you do it (such as “roofing in Raleigh, NC”).
Area pages are especially useful if you don’t have a physical office in every city you serve but still want to show up in local searches.
Why It’s Important to Have a Page for Each City You Service
Creating area pages helps both people and search engines understand your business better.
- Helps You Show Up in Local Searches: When people type “home improvement contractor in [City]” into Google, your area page helps your website appear for that specific location.
- Builds Trust With Local Customers: When someone sees a page made specifically for their city, with local photos or details, it shows that you really do work in their community.
- Works Well With Google Maps and Ads: Area pages make your Google Business Profile stronger, and they also work great as landing pages for paid ads that target specific cities.
- Brings in More Qualified Leads: People who find your area page are usually ready to hire someone nearby. Having a page for their town helps them find and choose you faster.
What to Include on a Good Area Page
A good area page gives visitors everything they need to feel confident about hiring you. Here’s what to include:
1. Clear Headings With the City and State
Use a title like “Home Remodeling in Cary, NC” or “Your Trusted Roofing Contractor in Raleigh, NC.”
This tells people (and Google) exactly what the page is about.
2. A Simple, Clean URL
Keep it short and clear, like:
www.example.com/areas/raleigh-nc/
Avoid long or confusing web addresses.
3. Local Information
Add details that apply specifically to that city, such as:
- Whether homeowners need building permits
- Local weather issues that affect your work (for example, humidity and roof ventilation)
- Any local regulations or HOA requirements
These details show that you understand the area and make your content more useful.
4. Photos
Show pictures from real projects in that area. Include before-and-after photos, job site shots, or familiar landmarks.
Avoid stock photos—they look generic and don’t build trust.
5. Testimonials From Local Customers
Include reviews or quotes from customers in that specific city.
Example:
“We love our new windows! [Company Name] made the whole process easy. – The Smith Family, Cary, NC”
6. Warranty and Trust Information
Mention any warranties, guarantees, or local certifications.
These help show that your business is professional and reliable.
7. Services You Offer in That Area
List the services you provide there, and link each one to its full service page.
Example:
- Roof replacements
- Gutter installation
- Siding repair
8. Internal Links to Other Pages
Link your area page to other nearby locations and to your main service pages.
Example: “We also serve homeowners in Durham and Chapel Hill.”
This helps people explore your site and helps Google understand how your pages connect.
9. Contact Information and Map
Add your phone number, service area map, or a simple contact form. Make it easy for visitors to get in touch right away.
10. A Clear Call to Action (CTA)
End each page with a strong, location-based message such as:
“Ready to start your next project? Request your free estimate in Raleigh today!”
11. Examples of Local Projects
Share a few short stories or pictures of completed work in that area.
Example:
“We recently replaced the siding on a home in the North Hills neighborhood. The homeowner loved how energy-efficient their home became.”
How to Make Your Area Page SEO-Friendly
You don’t need to be an SEO expert to make your page work well. Here are a few simple steps:
- Use your city and state in your page title and meta description (the text that shows up in Google results).
- Add a small amount of text about your specific services in that city.
- Include your business name, address, and phone number (NAP) on every page, exactly the same way each time.
- Make sure your page loads quickly and looks good on mobile phones.
The Difference Between an Area Page and a Spammy Doorway Page
Google rewards helpful, original content and penalizes spam-like doorway pages that try to trick the system.
Here’s the difference:
| Good Area Page | Spammy Doorway Page | |
| Purpose | Helps customers in a specific location | Created only to rank on Google |
| Content | Unique, useful, and localized | Repetitive or copied |
| Links | Connects naturally to other pages | Often redirects to the same place |
| Design | Looks like part of your real website | Thin and unhelpful |
| Outcome | Builds trust and ranks well | Hurts your SEO rankings |
Tip: If you can swap the city name and everything on the page still makes sense, your content is too generic. Add more local information. It’s should be very similar since your service offering don’t change based on location, but you need to make the content more location specific to help search engines understand they are different.
How to Plan and Maintain Your Area Pages
1. Start Small
If you serve 10 cities, don’t try to build all 10 pages at once. Start with your top 3 cities where you get the most business.
2. Keep It Updated
Add new photos and customer reviews every few months. Update your content if permit rules or your services change.
3. Check Performance
Use free tools like Google Search Console or Google Analytics to see which pages get the most visitors. That’s how you’ll know what’s working. If pages are struggling to rank, do some internal linking or refresh content.
4. Common Mistakes to Avoid
- Copying and pasting content between cities
- Forgetting to add a call to action
- Ignoring mobile design
- Overusing keywords (Google can tell)
A Simple Area Page Layout
Here’s a basic layout you can follow for each city:
- Headline – Include city and service (e.g., “Roof Replacement in Cary, NC”)
- Introduction – Short paragraph welcoming visitors and describing your experience in that city
- Services Offered – List or bullet points
- Local Information – Permits, weather, or neighborhood info
- Testimonials or Photos – Real local projects
- Warranty and Trust Section – Warranties, credentials, or certifications
- Contact and CTA – Simple form or phone number and clear next step
Need Help Creating Area Pages?
Building good local area pages takes some time, but it’s worth it. These pages help your home improvement company appear in more local searches, attract qualified customers, and build trust in every community you serve.
Start small, focus on quality, and remember—your goal is to be helpful and genuine, not just to rank in Google. Over time, great local pages can become one of your most powerful tools for growing your business.