How to Incorporate Local Elements in Your Company’s Website Design

What is the purpose of having a website for your local business? Sure, the website exists as a place where people learn about your business. But there’s more to it; the website is a digital extension of your brand. And if your company serves a specific local audience, your website design should reflect that. 

People want to feel connected, and there’s no better way to do that than by integrating local elements that resonate with them. You might be running a cozy coffee shop in Seattle. Or perhaps you operate a boutique law firm in Chicago. Whatever business you’re running, weaving local elements into your website design can make all the difference in how visitors interact with your brand.

Local Landmarks and Imagery That Speak to Your Audience

Think about the most iconic parts of your city or town. What makes it instantly recognizable? 

For instance, let’s say you run a food delivery business that operates only in New York. Now, people in NY love pastrami, pizza, bagels, and hot dogs. Hence, it will make sense for your business website to highlight these iconic NY favorites in the design. 

Images work wonders but so does vector art; even silhouettes of these iconic dishes will be immediately relatable to locals in NY.

Besides, you should also subtly incorporate local landmarks into the website’s overall design and aesthetics. For New York, although a cliche, the Statue of Liberty is a must-have in any design that wants to resonate with locals. A San Francisco-based company, on the other hand, could use Golden Gate Bridge imagery to set the tone.

Now, remember this: Your aim isn’t to overwhelm visitors with cliche stock images. You should look to subtly integrate familiar visuals into your web design to create a seamless user experience. 

Designing for Local Search Optimization

Beyond aesthetics and branding, incorporating local elements into your website design can also boost your SEO and increase website traffic. As explained by Big Orange Planet, SEO helps explain to search engines like Google what your website is all about. 

Search engines prioritize content that’s relevant to a user’s location, so including city-specific keywords naturally throughout your site can improve your rankings.

For instance, Denver is known for having popular outdoor spaces like the Red Rocks Amphitheater. So if you’re running a local tourism agency in Denver, it will help if you incorporate phrases like “best outdoor spots in Denver.” You can also use phrases like “best places to visit in Denver” for this purpose. 

If you’re unsure of how to do local SEO and incorporate local elements, consider reaching out to a Denver web design company for assistance. Local agencies can help you identify all the keywords and elements your website should utilize to appeal to a local or even general audience. Eventually, the SEO strategies will tie in with the overall design for the perfect website package that will cater to your local target audience.

Language and Tone That Reflect the Local Culture

Your website’s content plays a huge role in making a connection. If your business operates in a laid-back coastal town, a casual and friendly tone could work best. If you’re catering to New York professionals, a direct, fast-paced approach might be more effective. 

Web design isn’t just about visuals; it’s about how people feel when they interact with your site.

Even small language tweaks can help establish a sense of familiarity. Using regional slang or references in your copy – without overdoing it – can make locals feel like you’re one of them. 

A Los Angeles-based surf shop could casually mention “catching waves at Venice Beach.” A Chicago-based real estate firm, on the other hand, might highlight “finding the perfect spot near the Magnificent Mile.” 

These subtle touches reinforce the idea that you understand your audience’s world.

Showcasing Local Testimonials and Stories

Did you know that almost 70 percent of your online customers will read one to six customer reviews before they decide to make a purchase? That’s right; nothing builds trust faster than seeing others vouch for your products and services. For businesses looking to appeal to a local crowd, incorporating such local testimonials in your website design can create a strong sense of community. 

Featuring stories from actual customers who live in the area makes your business feel more relatable and authentic.

Let’s say you own a fitness studio in Denver. Instead of generic testimonials, you could highlight real clients talking about how they love training at your studio before hitting the Red Rocks trails. 

Once you have the testimonials or reviews, you need to know how to place them prominently and incorporate them with the design. Ideally, for products, the reviews should accompany the corresponding product they talk about. Given you’ll have multiple reviews, consider using a slider so that mobile users can swipe through the reviews. 

Also, highlight the location of each reviewer; this is crucial when you’re trying to cater to a local audience. 

Bringing It All Together

From what we’ve discussed everything so far, one thing is for sure: Incorporating local elements into your website design isn’t just about decoration. It’s a way to make your visitors feel like they’re in the right place for the right products and services.

Everything about your web development strategy should reinforce your business’s connection to its community. When your website feels familiar, comfortable, and uniquely tied to the place you operate, you create an instant bond with your audience. That, in turn, is what will help turn casual local visitors into loyal customers.