If your business serves a particular area, attracting local customers can make a big difference to your sales. That could mean people visiting your shop or restaurant, customers booking your services or clients looking for a business in their area.
The good news is that there are plenty of ways to get your business in front of people searching locally.
Here are 10 practical ways to attract more local customers to your business.
1. Include local keywords on your website
When people search for a local business, they’ll often include a location in their search. They might search for something like “carpet cleaners near me”, “dog groomers in Manchester” or “accountants in Ealing”.
Using relevant local keywords on your website can help search engines understand what you offer and which areas you serve.
Think about the terms your potential customers are likely to use and include them naturally in your website copy. Your main location and service area can be mentioned on relevant pages, such as your homepage, service pages and contact page.
You can also use location-specific terms in page titles, headings and URLs where they make sense.
For example, if you offer accountancy services in Ealing, you might have a page at:
☐ example.com/accountancy-ealing
☐ example.com/ealing-accountants
Don’t create a separate page for every slight variation of the same search term. Focus on creating useful pages that clearly explain what you offer and where you offer it.
See also: What is a Keyword? and A Guide to Google Trends
2. Get included in map-based search results
Your website is only one way potential customers can find you. For local businesses, appearing in map-based search results can be just as important.
To appear on Google Maps, create and verify a Google Business Profile. This lets you provide important information about your business, including your name, address, phone number, opening hours, website and services.
Keep your profile up to date and add useful information such as photos, products or services and posts where relevant. You should also encourage genuine customers to leave reviews and respond to them when appropriate.
It’s also worth considering other map and business listing services, such as Bing Places for Business.
For more, check out: Google Business Profile: Get Found Locally, on Maps and in Search
3. Keep your business information up to date
Your business name, address and phone number are important pieces of information for both customers and search engines.
Make sure these details are accurate wherever your business appears online, including your website, Google Business Profile, business directories and social media profiles.
Pay particular attention if your business moves premises, changes its phone number or updates its name. Old information can make it harder for customers to contact you and can create confusion about which business listing is correct.
It’s also a good idea to check your opening hours, website address and other key details regularly, particularly around bank holidays or other changes to your normal hours.
4. Get featured in local guides and reviews
Search for phrases such as “best restaurants in [your area]”, “top plumbers in [your area]” or “things to do in [your area]” and you’ll probably find local guides, comparison sites and review articles.
Being included in relevant articles can put your business in front of people who are already looking for the products or services you offer.
Start by searching for local guides and review sites relevant to your business. Look for established publications, local websites and industry-specific sites that accept business recommendations or submissions.
If you find a relevant article that doesn’t include your business, you could contact the publisher and explain why your business would be a useful addition. Keep your approach relevant and avoid sending the same generic pitch to dozens of websites.
You can also look for opportunities to contribute useful local information, such as expert advice, data or recommendations. This can give you another reason to contact local publications while helping introduce your business to a new audience.
For more, check out: Google Business Profile – Get Found Locally, on Maps and in Search
5. Submit your site to local directories
Local and industry-specific directories can help people discover your business and give them another place to find important information such as your address, opening hours, website and contact details.
Look for directories that are genuinely relevant to your location or industry. These might include local business directories, trade associations, chambers of commerce or specialist directories for your profession.
Don’t feel you need to submit your business to every directory you find. Focus on reputable sites that your potential customers are likely to use, and keep your information accurate and up to date.
It’s particularly important to check your details if your business moves, changes its opening hours or updates its contact information.
See also: Local SEO in 10 – How Do I Get My Business Found Online?
6. Show off customer reviews and testimonials
Reviews can play an important role when someone is deciding which local business to choose. They give potential customers an idea of what it’s like to buy from you and can provide reassurance when they’re comparing several businesses.
Make it easy for happy customers to leave genuine reviews on platforms such as Google. You can ask customers for feedback after a purchase or service, or include a review link in a follow-up email.
Don’t just collect reviews and forget about them. Take the time to respond to them, including negative reviews. A calm, helpful response gives you an opportunity to address concerns and shows potential customers that you take feedback seriously.
You can also highlight your best reviews on your website, provided you have permission to use them where necessary. Just remember that reviews should reflect genuine customer experiences rather than being selectively presented in a misleading way.
7. Build relationships with complementary businesses
Not every business in your area is a competitor. Businesses that offer complementary products or services can become useful sources of referrals.
For example, a wedding photographer could build relationships with local florists, venues, caterers and wedding planners. A personal trainer might connect with local gyms, sports clubs or physiotherapists.
Start by making a list of businesses that serve a similar audience without directly competing with you. Then look for ways you could work together, such as recommending each other to customers, creating a joint offer or collaborating on a local event.
The aim isn’t to arrange a one-off promotion. Building genuine relationships with other local businesses can create a steady source of recommendations over time.
8. Offer coupons and loyalty rewards
Attracting a new customer is only part of the job. Giving existing customers a reason to return can help turn a one-off purchase into a longer-term relationship.
You could offer a loyalty scheme, a discount on a future purchase or a special offer for returning customers. For example, a café might offer a loyalty card, while a local service business could provide an incentive for customers to book their next appointment.
If you offer discounts, make sure they work for your business financially. A small, well-timed incentive can be more useful than a large discount that cuts too deeply into your margins.
You can also use email marketing or social media to keep customers informed about new products, services, events and offers.
9. Get involved in the local community
Getting involved in your local community can help people get to know your business and build stronger relationships in the area.
There are plenty of ways to do this. You could sponsor a local sports club, support a community event, donate to a local cause or simply take part in activities organised by other businesses and community groups.
Choose opportunities that genuinely matter to you and your business rather than treating community involvement as a purely promotional exercise.
As well as helping a local cause, you’ll have the opportunity to meet other people in the area and build relationships that could benefit your business over time.
10. Build relationships with local journalists
Local newspapers, websites and radio stations are often interested in stories that matter to people in their area.
If your business has something genuinely interesting to share, it could be worth contacting local journalists or publications. This might be a new business opening, a community project, an unusual achievement, an event you’re organising or something interesting you’ve learned about your industry.
Before getting in touch, think about why someone in the local area would want to read or hear about your story. A press release that simply promotes your business is less likely to attract attention than a story with a genuine local angle.
It can also be useful to get to know the journalists and publications that cover your area. If you consistently provide useful information and relevant stories, you may have a better chance of being contacted when they need an expert or local business perspective.
AI search is changing how even local businesses get found online. For more, check out: How to Get Your Business Seen in Google’s New AI Mode
Wrap up
Attracting more local customers starts with making your business easy to find and understand. Make your location and service areas clear, keep your Google Business Profile and business information up to date, and encourage genuine customer reviews.
Then look beyond search. Build relationships with other local businesses, get involved in your community and look for opportunities to reach local audiences. The more ways people can discover and get to know your business, the more likely they are to choose you.
