Local SEO page titles that rank, get clicks, and bring in enquiries

Kate ShoveDirector

Published

Local SEO page titles: the simplest way to rank for more searches and win more clicks

If there’s one local SEO change that can move the needle quickly, it’s your page titles.

Not your logo. Not a site redesign. Not another plugin.

Your page title is the line that usually shows in Google as the blue clickable headline. It helps Google understand what the page is about, and it heavily influences whether someone clicks you or your competitor.

And yet most local businesses either:

  • leave titles as default (“Home” or the business name), or
  • write something vague that misses the real search terms customers use.

Let’s fix that.

This post gives you practical title formulas you can copy, plus examples that work for almost any local service business.

What is a page title, exactly?

A page title (also called a title tag) is the title of a specific page on your website, written in your website settings.

It is not the H1 on the page, although they should usually support each other.

Think of it like this:

  • Page title: helps Google and searchers understand the page before they click
  • H1: reassures the visitor they landed in the right place after they click

When your page title is clear and specific, you tend to get:

  • better relevance for the right searches
  • more clicks from the same rankings
  • fewer “wrong” visits that bounce quickly

Why page titles matter so much for local businesses

Local search is high intent. People are not browsing. They are looking to choose.

So your title has two jobs:

  1. Match the search
  2. Give a reason to click

If someone searches “boiler repair in Leeds”, Google wants to show a page that looks like it is truly about boiler repair in Leeds.

If your title says “Services | Smith & Sons”, you are asking Google and the customer to do guesswork.

They will not.

The biggest page title mistakes (and what to do instead)

Mistake 1: Every page uses the same title

If your site sets “Business Name” as the title for every page, Google has very little to work with.

Fix: every important page should have its own specific title.

Mistake 2: Titles are vague

“Welcome”, “Services”, “About”, “Solutions”.

These do not match real searches.

Fix: use service names and local intent.

Mistake 3: Stuffing every location in one title

“Plumber Leeds Bradford Wakefield Halifax…”

This looks spammy, and it reads badly.

Fix: one strong location signal is enough for most pages. Use the rest of your site structure to support coverage.

Mistake 4: Titles that do not sell the click

Even if you rank, you can lose clicks.

Fix: add one trust or outcome cue when it makes sense.

The best local page title formulas (copy and paste)

Here are the formulas that work most often. Keep them simple.

Formula A: Service + Location

This is the core formula for service pages.

Service in Location | Brand
Examples:

  • Boiler Repair in Leeds | [Brand]
  • Emergency Electrician in Bristol | [Brand]
  • Hair Salon in Brighton | [Brand]

Formula B: Service + Location + Outcome

Use this when you want a stronger click.

Service in Location, Outcome | Brand
Examples:

  • Boiler Repair in Leeds, Fast Call Outs | [Brand]
  • Blocked Drains in Manchester, Same Day Help | [Brand]
  • Osteopath in Bristol, Back Pain Relief | [Brand]

Formula C: Service + Location + Proof

Use proof only if it’s real and strong.

Service in Location, Proof | Brand
Examples:

  • Plumber in Nottingham, 200+ 5 Star Reviews | [Brand]
  • Builder in Sheffield, Fully Insured | [Brand]
  • Beauty Salon in Cardiff, Award Winning Team | [Brand]

Formula D: For “near me” intent (without writing “near me”)

You do not need to write “near me” in your title. You want to signal local relevance and clarity.

Service in Location | Brand is usually enough.

If you want extra click appeal:
Service in Location, Book Online | Brand
or
Service in Location, Free Quote | Brand

Use “Book online” only if booking is genuinely available and easy.

How long should a page title be?

Do not obsess over character counts. Focus on clarity first.

As a rough guide:

  • aim for about 50 to 60 characters before it truncates on many searches
  • put the most important words first: service and location
  • brand name usually goes at the end

Even if Google shortens it visually, the intent signal is still there.

Which pages should you optimise first?

If you want quick wins, start with these:

  1. Top service pages (your money pages)
  2. Your homepage
  3. Your contact page
  4. Any page that already gets traffic but is not converting well

If you are not sure what pages are getting traffic, that is where tracking helps. It is also why Post #3 matters.

Example: turning a weak title into a strong one

Here are a few realistic “before and after” examples.

Example 1

Before: Home | Smith & Sons
After: Plumber in Leeds | Smith & Sons

Example 2

Before: Services | ABC Electrical
After: Emergency Electrician in Bristol | ABC Electrical

Example 3

Before: Treatments | Glow Studio
After: Beauty Salon in Brighton | Glow Studio
Better: Beauty Salon in Brighton, Nails and Facials | Glow Studio

Notice what changed:

  • the service is clear
  • the location is clear
  • the page now matches real searches

Should the page title match the H1?

They should support each other.

A simple approach:

  • Page title: “Boiler Repair in Leeds | Brand”
  • H1: “Boiler Repair in Leeds”

Or:

  • Page title: “Boiler Repair in Leeds, Fast Call Outs | Brand”
  • H1: “Boiler Repair in Leeds”

You do not need them to be identical, but they should not contradict each other.

A practical workflow for updating titles (without creating a mess)

If you are updating a lot of pages, do it like this:

  1. List your key pages (homepage, top services, contact)
  2. Draft titles using one of the formulas above
  3. Make sure each page has a unique title
  4. Keep service and location consistent with the page content
  5. Review results after a few weeks and adjust if needed

Small changes here can have an outsized impact because they influence both ranking relevance and click rate.

How this links to the rest of the series

  • Post #1 helped you pass the 5-second test so visitors do not bounce.
  • Post #2 showed why one page per service builds depth and authority.
  • Post #3 showed how to measure calls, forms, and booking clicks.
  • This post improves how your pages show up in Google, and how often people choose you.

Together, these give you a strong foundation for local dominance.

Next in the series

If you want to keep building momentum, the next logical posts are:

  • Meta descriptions that increase clicks
  • Heading structure (H1, H2, H3) for clarity and rankings
  • Location signals without keyword stuffing
Local SEO page titles that rank, get clicks, and bring in enquiries | Frively | Websites for Local Businesses