Writing locally relevant content without doorway pages
There's a difference between genuinely useful local content and thin pages stuffed with town names. Here's how we plan content that actually helps — and what we avoid.
Google has been clear about doorway pages — thin, near-identical pages created only to rank for a town name, with no real usefulness. They don't help your customers and they don't help you long-term. We don't build them.
What useful local content looks like
Genuinely locally relevant content answers a real question for someone in your area. It might explain how a service works, what to expect, common questions, or what's specific to your trade locally. It's written for a person first, with local relevance woven in — not a town name repeated forty times.
How we scope it
Website content creation is part of the work, but the monthly quantity and which pages we prioritise are agreed with you — they're not a fixed promise in every package. We plan content around your actual services and the areas you genuinely cover, then agree what's realistic before we write.
If a page only exists to catch a search term and wouldn't be useful to a real customer, it shouldn't exist.
Want this applied to your business?
Request a free audit and we'll show you exactly where your local visibility stands and what the priority opportunities are.
Book a Call