When someone asks me what I do, I usually say, “I build websites.” It’s true — but it’s never just about the website. It’s about translating messy, multi-faceted business goals into something people can actually see and use. And increasingly, clients are asking me not just to make a good site, but to make it visible. That leads to conversations about SEO, but most folks, especially local businesses, haven’t heard about the real behind-the-scenes mechanics, like how to show up in the elusive Local Pack on Google.
If you’re unfamiliar, the Local Pack is that group of three businesses that show up underneath a map when you search for something like “coffee shop near me” or “web designer in Franklin.” It’s prime digital real estate. And getting into it is more strategy and structure than luck.
In this post, I want to break down how to optimize your website for the Local Pack. But more importantly, I want you to understand why it matters, how it connects to your broader digital strategy, and what real actions you can take to get there.
The Google Local Pack shows three local business listings (sometimes four if there’s a paid ad) whenever someone searches with local intent. If you type “flower shop,” Google knows you likely want one near you, so it shows shops on a map with high-quality listings underneath.
Listings here include key details — address, phone number, reviews, and usually a link to their website. That placement isn’t random. It’s based on a combination of:
Google is trying to deliver the best result for the searcher. That means you have to prove you’re the right answer.
According to a 2024 BrightLocal study, 78% of local mobile searches result in an offline purchase. That’s huge. And 33% of clicks go to the Local Pack — often before the user ever scrolls to the “blue link” organic listings.
So if you’re a local business, especially in service industries (like salons, dental offices, or yes, local digital agencies), being in the pack means higher trust, more clicks, and ultimately, more conversions.
Most people think Local SEO is all about keywords. But from my experience helping Franklin-based businesses get found online, visibility in the Local Pack starts with a dialed-in Google Business Profile.
If you haven’t already, claim your profile at Google Business. This is ground zero. Once inside, fill out every section with intention. That means:
Every piece of information here helps Google understand who you serve, where you are, and what you provide. For service-based businesses like mine, you can set a service area instead of showing your physical address — this is ideal if you work from a home office or travel to your clients.
One of my past clients, a fitness instructor in Nashville, saw a 40% increase in profile views after we uploaded high-quality shots of her classes in progress. These don’t need to be professionally done, but they do need to feel real. Let people see who they’ll work with. Google likes that, too.
Encourage happy clients to leave Google reviews. Not only do they contribute to your local ranking, but they also foster trust with potential clients. I once compared a new client’s profile (3 reviews) to one of her competitors (150+ reviews, all responding to feedback). Guess which ranked better? It wasn’t just quantity, but recency and response rate too.
This one sounds dry. But it matters. Wherever your business is listed — Yelp, Facebook, niche directories — your Name, Address, and Phone Number (NAP) should be exactly the same.
Think of each directory like a building inspector. If your business has different names or addresses across sites, it's the SEO version of mismatched permits. Google doesn’t know which is the real one, and may not trust your location data enough to rank you locally.
I worked with a local landscaping company in Brentwood. Their GBP listed “221 Main St,” while their Facebook page had “221 N Main St, Suite B.” Google saw these as two different places. Once we cleaned that up across the web — using Whitespark’s citation finder and manual outreach — their visibility improved within a couple of weeks.
A tool like Moz Local can help monitor these, or if you’re DIYing, create a central document and audit every few months.
Your website still matters — a lot. Even though Google pulls Local Pack data directly from profiles and citations, your site reinforces credibility and relevance.
Almost every homepage I rewrite lacks one thing: clear local phrasing. For example, instead of “Experienced Roofing Services,” a better headline might be “Trusted Roofing Services for Franklin and Williamson County.”
Other strategic locations include:
If you serve multiple areas, create a separate page for each one. But don't just copy-paste content with different city names. Talk about things specific to the area — like local landmarks, neighborhood names, or topics locals care about. Show that you actually know and serve those communities.
I built a multi-location Webflow site for a local dental brand. We created a unique page for each office, complete with staff bios, nearby attractions, and driving directions. Within two months, those pages were ranking individually for "[City] dentist" terms.
Most SEOs recommend using JSON-LD format, embedded in your site’s header or body. For Webflow users, this is easy to place in the site’s custom code settings. Just make sure it’s clean and matches your actual profile information.
Here’s a simplified version:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Zach Sean Web Design",
"image": "https://zachsean.com/logo.png",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Franklin",
"addressRegion": "TN",
"postalCode": "37064"
},
"telephone": "+1-615-555-1234",
"priceRange": "$$",
"areaServed": "Franklin, TN",
"sameAs": ["https://www.facebook.com/yourpage"]
}There are schema generators like this one from TechnicalSEO that simplify the process.
Here's something that doesn’t get talked about enough. Google silently watches how people interact with your business profile. If people click, call, get directions, or leave reviews, those behavioral signals reinforce your listing’s value.
That means:
One of my clients, a Franklin pilates studio, started posting weekly tips using the GBP “Posts” feature. Her views jumped 25% in a month, and she began ranking higher for non-branded searches like “pilates near me.” Attention pays off — literally.
This is advanced, but powerful. A backlink is when another site links to yours. For Local Pack, local links (from businesses, chambers, or event sites in your area) carry extra weight.
One client ran a pet grooming brand and collaborated with a local dog trainer for a joint blog series. They both linked to each other (naturally), giving Google more context and both a small SEO boost.
Authenticity wins here. Don’t buy links or get desperate. If it wouldn’t make sense to a person, it probably won’t help in the algorithm either.
Most local searches happen on a phone. Your site needs to load fast, look good, and allow someone to contact you without pinching and zooming.
If you’re using Webflow, this is relatively easy — their flex-based layout adjusts smoothly. On WordPress or Wix, make sure your theme is actually responsive and test across device sizes. Tools like PageSpeed Insights can help diagnose performance issues too.
Optimizing for the Local Pack isn’t just about SEO hacks. It’s about serving people in your community who are actively looking for what you provide. When someone searches “Franklin web designer,” I want them to find someone thoughtful, approachable, and who actually lives and works here — not a generic listing from an agency five states away.
Here’s what we’ve covered:
Most of all, be honest in how you show up online. Don’t try to “game” your way into the pack. Instead, structure your digital presence in a way that clearly says: “I’m here, I’m real, and I’m ready to help.” Because across dozens of projects, what I’ve learned is that authenticity, shown consistently, beats cleverness every time online. And especially so, in your own hometown.
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