16 Must-Haves For Your Location Page

This guide provides an exhaustive list of 15 essential elements that will optimize your location pages for maximum conversions, ensuring that your website effectively serves those in need.

Understanding the 3-3-2 Framework

Before diving into the list, it's important to understand the 3-3-2 framework, which lays the foundation for effective location page design:

Three Challenges:

1. The page needs to be long enough to provide comprehensive information and satisfy search engine algorithms.
2. It must be easily navigable so users can quickly find what they need.
3. The content should be comprehensive, offering all the necessary details to inform and reassure visitors.

Three Types of Persuasion:

• Pathos (Emotional Appeal): Connecting with the user's feelings through testimonials and relatable stories.
• Ethos (Credibility): Building trust through endorsements, certifications, and expertise.
• Logos (Logic): Using facts, figures, and data to support your claims.

Two Questions in the User's Mind:

• "Does this person understand what I'm going through?" (Empathy)
• "Can this person help me?" (Authority)

By addressing these challenges, incorporating these persuasive techniques, and answering these fundamental questions, you can create a location page that truly resonates with your audience and drives them to take action.

Here's an in-depth look at the 15 essential elements to include on your location page:

1. Clear Call to Action (CTA), Repeated Throughout the Page

The call to action is the most crucial element, guiding visitors towards the desired action.

• Prominent Placement: The primary CTA (usually "Call" or "Verify Insurance") should be a button in the top right-hand corner of your website. This is the first place users' eyes naturally go.
• Sticky Navigation: Ensure the CTA remains visible as users scroll down the page. This "sticky" feature keeps the conversion option readily available.
• Clear and Direct Language: Avoid vague phrases like "Start your journey." Instead, use specific language such as "Call Now" or "Verify Insurance." If the CTA is to call, display the actual phone number so users on desktop can easily dial.
• Visual Appeal: Use bright colors and strong contrast to make the CTA button stand out. Tools like a "color contrast checker" can help ensure readability.
• Strategic Repetition: Integrate CTAs throughout the page, especially alongside elements of social proof (like testimonials).
• Limited Header Navigation: Keep your header navigation clean and uncluttered, ideally with no more than five items, to avoid distracting from the primary CTA.

Example:

A treatment center's location page has a bright orange button in the top right corner that reads "Call Us: 1-800-123-4567." This button remains fixed as the user scrolls, and similar call-to-action buttons appear after the testimonials and facility photos sections.

2. Hero Section That Gives Quick Credibility

The hero section is the first visual impression your website makes. It needs to immediately establish trust and encourage visitors to explore further.

• Visual Trust Signals: Include elements that convey credibility at a glance:

• • Ratings and Reviews: Display your Google Review rating prominently.
  • Security and Compliance: Highlight HIPAA compliance to assure users their data is safe.
  • Accreditations and Certifications: Showcase logos of recognized organizations that have accredited or certified your center (e.g., Joint Commission, LegitScript.)

• Clear Headline (H1): Use a concise and informative H1 headline that immediately tells visitors what the page is about (e.g., "[Location Name] Drug Rehabilitation Center.")
• Authentic Logos: Use the official colors of accreditation logos. The color contrast helps them stand out and be noticed.

Example:

The hero section of a treatment center's location page features the headline "Recovery Center of [City Name]," followed by a display of their 4.8-star Google Review rating, a "HIPAA Compliant" badge, and the logos of the Joint Commission and LegitScript.

3. Table of Contents

A table of contents is essential for longer location pages, improving user experience by allowing visitors to jump directly to the information most relevant to them.

• Sticky Navigation: Like the main CTA, the table of contents should ideally be "sticky," remaining visible as users scroll.
• Key Sections: Include links to the most important sections, such as:

• • What We Treat/Conditions Treated
  • Levels of Care
  • Meet the Team
  • Facility Tour/Photos
  • FAQs
  • Reviews
  • Insurance Accepted

• Smooth Scrolling: Implement "smooth scrolling" so that when a user clicks a link in the table of contents, the page smoothly scrolls to the corresponding section.
• Conciseness: Limit the number of items in the table of contents to around five or six to avoid overwhelming the user.

Example:

A location page has a sticky table of contents with the following links: "Our Programs," "Our Team," "Facility Photos," "Patient Reviews," and "Insurance." Clicking "Our Programs" smoothly scrolls the user to the section detailing the center's treatment programs.

4. How We Are Different Section

In a competitive landscape, it's crucial to articulate what sets your treatment center apart. This section directly addresses the user's question, "Why should I choose you?".

• Clearly Defined Differentiators: Identify and list the specific aspects that make your center unique. These could include:

• • Age-specific care
  • Evidence-based therapies
  • Small group sizes
  • Family involvement
  • Specialized programs (e.g., for executives, individuals with autism)
  • Unique treatment modalities (e.g., equine therapy, yoga therapy)

• Concise Presentation: Present these differentiators in a clear, easy-to-digest format, such as bullet points or short paragraphs. Avoid burying them within lengthy text blocks.
• Formatting for Readability:

• • Keep paragraphs short (no more than four lines on desktop, eight to ten lines on mobile).
  • Use bullet points, bolded words, and numbered lists to organize information.

Example:

A treatment center includes a section titled "What Makes Us Different" with the following bullet points:

• "Personalized Treatment Plans"
• "Holistic Approach with Yoga and Art Therapy"
• "Dedicated Program for Young Adults"

5. Photos of Your Facility

Visuals are powerful. High-quality photos of your facility help potential clients envision the environment and create a sense of familiarity and trust.

• Showcase Key Areas: Include photos of:

• • Therapy rooms
  • Common areas
  • Dining areas
  • Recreational spaces
  • Residential rooms (if applicable)

• Human Element: Don't just show empty rooms. Include photos of people (staff and/or models) engaged in activities like group therapy, yoga sessions, or relaxing in common areas. This makes the center feel welcoming and alive.
• Ethical Considerations: Due to HIPAA and ethical concerns, you cannot use photos of actual clients. Hire models to portray clients in a respectful and representative manner.
• Casting Models: Use services like Backstage Casting to hire diverse models who reflect your target demographic.
• Cost-Effectiveness: Hiring models for a few hours can provide you with a wealth of photos for your website and marketing materials.

Example:

Instead of just showing an empty therapy room, a treatment center's website features a photo of a group therapy session with diverse models engaged in a discussion with a therapist.

6. Staff Section

One essential element for any treatment center’s location page is the “Meet the Treatment Team” section.

This section typically showcases photos of the care professionals, along with their names and credentials, such as LPC or LCSW.

Including these credentials helps to communicate that the team isn’t just professional but also highly qualified. By featuring these smiling faces and detailed credentials, treatment centers can help potential clients feel comfortable and confident in their choice.

It’s also a great way to highlight diversity within the team, which can be important for clients looking for culturally relatable care.

7. Steps Section

Clearly outlining the admission process reduces anxiety and makes it easier for potential clients to take the first step.

• Simplify the Process: Break down the admission process into three to five clear, concise steps. Avoid overwhelming users with a long list of internal procedures.
• Focus on the User's Perspective: Frame the steps from the client's point of view. What do they need to do to get started?

• Common Steps: Typical steps include:

• • Call Us
  • Verify Insurance
  • Schedule an Assessment

Example:

A treatment center's "Getting Started" section outlines the following three steps:

1. Call our admissions team for a confidential consultation.
2. We'll work with you to verify your insurance benefits.
3. Schedule your personalized assessment to determine the best treatment plan.

7. Google Reviews

Google Reviews are a powerful form of social proof, influencing potential clients' decisions.

• Google Business Profile (GBP): Ensure you have a Google Business Profile for each location. This is crucial for local SEO and visibility in map pack results.
• Review Widget: Embed a review widget on your location page to display your Google Reviews. This adds credibility and keeps users on your site.
• Filtering Reviews: Some widgets allow you to filter reviews, so you can showcase positive feedback while acknowledging that negative reviews are sometimes unavoidable.
• Generating More Reviews: Use widget features to encourage satisfied clients to leave Google Reviews (e.g., prompting for a review after a positive Net Promoter Score (NPS) rating).
• Authenticity: Google Reviews are perceived as more trustworthy than testimonials displayed without third-party verification.
• GBP Optimization: Your Google Business Profile should link directly to your location page to further connect these elements.
• Address Specificity: Have a location page and GBP for every address that can receive mail.

Example:

A treatment center's location page features a widget displaying a 4.7-star average rating from Google, along with several positive reviews. The widget also includes a button encouraging visitors to "Read More Reviews on Google."

8. What We Treat Section

This section directly addresses the user's core questions: "Do you understand what I'm going through?" and "Can you help me?".

• Specific Conditions and Substances: Clearly list the specific mental health conditions and substances you treat. This improves SEO and helps potential clients find relevant information.

• Levels of Care: If you offer multiple levels of care (e.g., detox, inpatient, outpatient), list them clearly.

• Toggle Section (Optional): Consider using a toggle section to provide detailed explanations of different levels of care or specific substances. This allows users to access more information if needed without cluttering the page.
• Clarity for Non-Experts: Use clear and simple language. Avoid technical jargon that potential clients may not understand.

Example:

A treatment center's "What We Treat" section includes lists for "Mental Health Conditions" (Depression, Anxiety, Bipolar Disorder) and "Substance Use Disorders" (Alcohol, Opioids, Stimulants). It also has a toggle section where users can click on "Intensive Outpatient Program (IOP)" to see details about the program's duration and intensity.

9. Video Testimonials

Video testimonials are incredibly powerful, adding a human element and a high degree of authenticity.

• Increased Believability: Video testimonials are perceived as more genuine than written ones. Viewers can see and hear the person sharing their experience.
• Emotional Connection (Pathos): Testimonials create a strong emotional connection, allowing potential clients to relate to the speaker's journey.
• Addressing the "Unique Case" Myth: Hearing someone else articulate similar struggles helps dispel the feeling that "my situation is unique, and no one can help."
• Humanizing Your Center: Videos put a face to your center, making it feel more approachable and less intimidating.

• Key Questions to Ask: When recording video testimonials, consider asking questions like:

• • What was life like before treatment?
  • When did you know it was time to get treatment?
  • What were your expectations coming into treatment?
  • Was the reality different from your expectations?
  • What was helpful about the treatment process?
  • What did you learn in treatment that still sticks with you today?
  • What is life like now after treatment?
  • What would you tell someone on the fence about going into treatment?

• Authenticity over Production Value: While high-quality production is great, authenticity is more important. Even a testimonial recorded on a phone can be powerful.
• Voice of Customer (VOC) Data: Analyze the language used in testimonials to gain valuable insights into how clients perceive your center and what they value most. This can inform your website copy and marketing messages.

Get FREE alumni testimonial video recording and editing through Project Alumni.

Example:

A treatment center's location page features a video testimonial of a young woman sharing her journey from addiction to recovery, emphasizing the support she received from the center's staff and the effectiveness of the group therapy sessions.

10. FAQs

Frequently Asked Questions (FAQs) address common concerns and provide quick answers, improving user experience and reducing the need for potential clients to call for basic information.

• Address Common Concerns: Include questions about practical matters, especially for detox and residential treatment:

• • "Can I smoke?"
  • "Can I have my cell phone?"

• Accordion Feature: Use an accordion-style display to expand answers when clicked, allowing for detailed information without overwhelming the page.
• Google's "People Also Ask": Research relevant keywords (e.g., "drug rehab [location]") and incorporate questions from Google's "People Also Ask" section.

Example:

A treatment center's FAQ section includes questions like:

• "What should I bring with me?" (Expanded answer details clothing, personal items, and prohibited items)
• "What is the daily schedule like?" (Expanded answer provides a sample schedule of therapy sessions, meals, and free time)

11. Insurance Information

For many seeking treatment, insurance coverage is a primary concern. Make this information easily accessible.

• In-Network Providers: If you are in-network with specific insurance providers, state this clearly. This is a significant advantage and should be highlighted.
• Logos of Insurance Providers: Display the logos of the insurance companies you work with. This provides quick visual confirmation for potential clients.
• "And More" Note: If you accept a wide range of insurances, but only list the major ones, include a note like "and more" to indicate that other plans may be accepted.
• Social Media Posts: Announce new in-network agreements on your social media channels and Google Business Profile.

Example:

A treatment center's insurance section displays the logos of major providers like "Aetna," "Blue Cross Blue Shield," and "UnitedHealthcare," along with the text "and many other insurance plans accepted."

12. Numbers Section

Data and statistics can be very persuasive, especially for those who rely on logic and evidence.

• Data-Driven Proof: Showcase measurable outcomes and results:

• • Graphs showing improvement in PHQ-9, GAD-7, or WHO-5 scores
  • Percentage of clients who complete treatment

• Alternative Metrics: If you don't have formal outcome data, include other relevant numbers:

• • Number of alumni who have graduated from your program
  • Combined years of experience of your team
  • Number of treatment modalities offered
  • Staff-to-client ratio (especially if it's a favorable ratio)

• Visual Appeal: Numbers break up text and draw the eye. Use them strategically throughout the page, not just in this section.

Example:

A treatment center's "By the Numbers" section includes:

• "85% of our clients complete their treatment program."
• "Our clinical team has a combined 150+ years of experience."
• "We offer 20 different evidence-based treatment modalities."

13. Levels of Care and Therapies Section

Provide comprehensive information about the treatment options you offer.

• Detailed Descriptions: Spell out each level of care (e.g., detox, residential, IOP) and each therapy you use (e.g., CBT, DBT, EMDR).
• Hyperlinks to More Information: Link to dedicated pages or blog posts that provide in-depth information about each therapy or level of care.
• User-Friendly Display: Use a toggle section or tabbed interface to organize the information and prevent the page from becoming too long.
• Clarity for Non-Professionals: Remember that many potential clients are not familiar with treatment terminology. Use plain language and explain acronyms.

Example:

A treatment center uses a tabbed interface with tabs for "Levels of Care" and "Therapies." Under "Levels of Care," users can click on "Residential Treatment" to see details about the program's length, intensity, and services.

14. Map Embed

Help potential clients determine if your location is convenient for them.

• Direct Display: Embed a Google Map directly on your location page.
• Address Clarity: Ensure your address is prominently displayed and matches the address on your Google Business Profile.
• Search Engine Optimization (SEO): A map embed helps search engines verify your location and improves local SEO.

Example:

A treatment center's location page features an embedded Google Map showing its exact location, along with the full address and contact information.

15. Final Call to Action

Just as a strong opening is important, so is a strong closing. The final CTA reinforces the desired action and provides a clear next step.

• Reinforce the Primary CTA: Use the same call to action as at the top of the page (e.g., "Call Now," "Verify Insurance").
• Concise and Direct Language: Be clear and concise. Tell the user exactly what you want them to do.
• Visual Connection: If possible, include a visual element (e.g., a person looking at the CTA button) to draw the user's eye.
• Avoid Distractions: Do not include links to social media, blog posts, or other resources at the very end. Keep the focus on the primary conversion goal.

Example:

At the bottom of the page, a treatment center displays a large, clear button that reads "Take the First Step: Call Us Today" along with the phone number.

Prioritizing Implementation

Implementing all 15 of these elements will create a highly effective location page. However, if you have limited time, focus on the most impactful elements first:

1. Clear Call to Action (CTA): Ensure your primary CTA is prominently displayed, sticky, and uses clear language.
2. Hero Section: Establish credibility immediately with ratings, certifications, and a clear headline.
3. Table of Contents: Help users navigate quickly to the information they need most.
4. How We Are Different Section: Articulate what makes your center unique.

By prioritizing these key areas, you can quickly improve your location page and start seeing better results.

By implementing these 15 elements, you can create a location page that not only informs but also inspires confidence and drives conversions. Remember, your location page is more than just a source of information; it's a crucial step in a potential client's journey towards recovery.