How To Build A Lead Generation Website: Simple Local Lead Generation Guide

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While building your lead generation website, it’s important to keep a healthy focus on optimizing it for local lead generation if you get a healthy amount of business locally. How can you build a lead generation website that get local sales lead? We explore this here…


Who this is for: If you’re a business owner looking to build up an online presence in order to deliver valuable products and services people in your area and surrounding areas can use, then this is for you.


Who this isn’t for: If you’re interested in complex strategies based on speculative technologies and leaks from TechCrunch, like beaming energy signals with drones, this is not for you. You will likely get bored, annoyed, or be underwhelmed.


Instead, if you’re looking for time-tested strategies used by quality lead generation and sales professionals for years, some of whom taught me these strategies, then you have come to the right place.


Our focus here is to get you lasting results based on solid intel.


Let’s start.


What Makes Local Lead Generation Different?

Local lead generation is its own tricky beast. I ended up finding that out the hard way.


When I actively handled LinkedIn accounts for clients needing lead generation, I discovered the simple truth of the lead generation or sales funnel,


It all depends on the amount of potential customers you have at the beginning of your funnel. 


That’s what can make social media marketing very difficult organically because it all depends upon how many people you have in your funnel to start with. 


Use the right medium to make the best use of your time 

 For example, in social media, getting over a thousand people on your social media account might be quite difficult while getting thousands of people visiting your website is rather typical. 


So when it came down to doing LinkedIn lead generation specifically focused on finding local leads, it got a bit tricky. 


To be honest, It was common to run out of leads to contact from a specific area on the map. This led to lead quality dropping with each daily search. 


That is what makes local lead generation different from other kinds of lead generation. If I were doing more national and global lead generation for an online service provider, as an example, it would be pretty easy to stick to using social media since you could draw from an audience large enough that filtering out your best leads wouldn’t be a thing.


But local lead generation is a different beast and lead generation websites are helpful for making it happen.

How Do You Generate Local Business Leads?

Effective local lead generation is built on doing a few things effectively, including


  • Finding your best local lead generation keywords
  • Finding your best local lead generation target locations
  • Targeting local lead generation keywords
  • Keeping contact information consistent
  • Registering with Google My Business


Find your best local lead generation keywords

Main goal: In this first step, what you’ll ultimately do is generate a list of local lead generation keywords using Google Ads Keyword Planner.


Here’s how to do it 

Start with a list of phrases and words that describe what you do. Let them come from the top of your head. Just make sure they describe what you do. There are no wrong answers in the beginning. Just put down some basic keywords that would describe what you do. 


So for example, if you are in the business of cleaning and disinfecting office spaces, you might search for the term “disinfection cleaning,” “disinfection cleaner,” or “disinfection services.”

google keyword planner how to build a lead generation website local lead generation

From inside of Google Ads Keyword Planner, you want to click the choice on the left that says “Discover New Keywords” and enter all of your imagined terms in there, right next to the magnifying glass. 

using google keyword planner local lead generation

Click “Get Results” at the bottom. Google will take you to a list of suggested terms with their monthly amount of searches. What you want to do is click on “Avg. Amount Monthly Searches” to make sure that you’re seeing the greatest amount of monthly searches first. 


From that standpoint, you want to go down the list and start checking out what terms are related to what you do.


So if I go back to the cleaning example and I eventually put in the term “disinfection services,” I would see that that’s a pretty popular term to be searching. You’re looking for something with a search volume of 1000 or more searches per month. That should give you enough people that you could reach with your website. 


If possible, it’s great to find a keyword search term with medium difficulty.That just means that there might be a chance to break into the rankings for this keyword and to get your website seen.


But that doesn’t mean that you can’t target keywords with high difficulty. At the end of the day, if you find a good search term, use it. That’s my recommendation. Start using the search terms that best describes what you do.


Find your best local lead generation target locations

Main goal: Produce pages that cover all of your services X your top 10 locations. 

That means we have to find your top 10 locations first.


Here’s how to do it 

So after you’ve found your best local lead generation keywords, you want to find your best target locations. You’ll be using these locations as long-tail keywords, which are just longer versions of your best keywords. 


I’ll explain. For example, in my local area, I helped a local business create a lead generation website. They serve the Greater Denver area. 


But around Denver, there are some different cities that might not be recognizable to folks on the outside, though folks around here know where they are. Arvada would be an example in the Denver area. Arvada, Colorado.


 So, for this business doing disinfection services,  while I’ll use terms like “disinfection services Denver”, I would also want to use terms like “Arvada disinfection services,” because people are going to search your local area how they want to search it.


And when people are outside of a big city, they’ll likely use the name of the spot they live in.


To find these target areas, you’re going to want to go on Google Maps and do a search for the big city in your area. 


Then, on Google Maps, zoom in/out in enough so you can see the names of the cities that surround the big one. 


List the 10 most important cities. Use your intuition on this. 


There are areas that you’ve heard of since you’ve been in your current city that you know have a healthy population size. Include those places.


Target local lead generation keywords

Main goal: Create a long-tail keyword with your target areas + your best local lead generation keywords.


Here’s how to do it 

We’ve kind of covered this. All you’re going to do is combine your main keyword with your local lead generation target areas.


 In the example of using “disinfection services” as the main keyword and having the local lead generation target area “Arvada,” I would create the search term “Arvada disinfection services.”  And it would get its own service page.


Remember, for your targeted service pages, it’s your top 10 locales plus your best local generation keywords. 


Keep your information consistent

Main goal: Update your business’ contact information in the main online directories.


It’s important for your presence online and for the ease of your future customers that you remain consistent with where you say your business is located. 


Why? Because people will try to find you there. I’ve personally witnessed this helping a local office space company with multiple buildings in different locations. Whenever people tried to visit “headquarters,” they would predictably end up in the wrong place.


The owner hadn’t made it clear to Google Maps/Google, which location he was referring to.


Keeping your information consistent is also going to help you submit to online directories. These are places like Google, Yahoo, and YP. 


They allow you to better present your information to people searching for similar services. The more consistent your information is across the board, as far as your contact information goes, the better you’ll benefit from submitting to these online directories. 


SEO Moz has a great detailed resource on local business listings and directories here.


Register with Google My Business

Lastly, you’ll want to manage your Google My Business account. As Google explains, it’s a chance for you to engage with customers on Google, for free. 


You can register for a  business listing and get a free business profile that allows you to connect with your customers using Google search and Google Maps.


Keeping this information updated will help people find you via the world’s top search engine. So go ahead and create a Google My Business account if you haven’t done so already.


How Does This Increase Lead Generation?

It brings people to your website who are ready to become customers. This isn’t the same with different types of marketing.


Consider this, let’s consider the difference between, say, a social media lead and a website lead. Research shows a website lead is three times more valuable than a social media lead.

Let’s reason this out:  when someone goes to your social profile or they engage with you some way, they give you a like or they give you a comment on your post, all you know for certain is that person has commented on or liked your post. 


There are robots that can easily do that. There are some people that just ask to be notified whenever a certain topic is mentioned in order to drop links. There’s no real guarantee that the person saw your post. 


And even if they did, you still have a person who just read or watched your post. The value of that engagement is debatable.


Now compare that to a website lead. When someone goes to your website, they have to try to get there. They either found something that you’ve put up and then clicked over to your website, or they had to enter in your information into Google, or they searched up similar terms.


They’re more in a hunter mentality. They’re hunting for information and more knowledge on your topic and now they’ve found you. You are literally the answer to their focused action. 


I think you’ll agree that hunting person is a lot more engaged and will be a lot easier to sell than a social media lead who casual sees your post while scrolling their feed.


How Does This Attract Customers To My Website?

 Increased visibility means increased traffic to your pages. That’s because the more that people are able to find you when they are searching for services in their specific area, the more likely they are to frequent your site. 


That increased frequency of potential customers means  a steady flow of sales leads for your website that can be captured by forms or chatbots.



If you found this helpful, 


I’m doing a LIVE online instruction session. I’ll be covering: 


“How To Turn Your Website Into A 24/7 Sales Lead Engine” 


It’s scheduled for 1 hour but my goal is to make this the most VALUABLE webinar you’ve been on all year (so we might go longer).


Here are some things you’ll learn


Why the lead gen forms on your website are a MISTAKE

The easy fix (most people leave undone) that could be a ticking time bomb for traffic

The NEW way to turn every page on your website into a salesperson

Frameworks for turning your website visitors into sales

How almost EVERYTHING you know about building a website is WRONG (in most cases)

My unconventional and (maybe) ODD approach to cracking better site rankings

And more stuff (I can’t fit here)


Fill out the form below to save your seat.




There will not be a big blinking red button appearing on the screen saying “BUY NOW.” To be honest, that stuff always made me uncomfortable. Some people call it “best practice.”


It’s not my best practice. I just wanna share what I do and my best knowledge on the topic.


NOW, with that out the way, I look forward to sharing with you.


Fill out the form below and hit the submit button to save your seat for the webinar. There are only 100 available seats on this one, so the sooner you grab your seat the better.


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