TL;DR: Website conversions turn lookers into bookers and buyers. For multi-location marketing, optimized local landing pages are the key to driving website conversions at scale. Yext Pages enables marketers to quickly launch, update, and scale these pages without developers. As a result, marketers can increase brand visibility and drive revenue at a faster pace in traditional and AI search.
Knowledge Center
Website Conversion
Website Conversion
What are website conversions, and how can brands bypass developer backlogs to quickly build web pages that convert?
What is a website conversion?
A website conversion happens when a visitor to your website takes a specific action, prompted by a brand and designed to turn customer intent into business impact. It turns website traffic into transactions, like booking appointments, placing orders, or reaching out to your team.
Your goal as a brand is to capture and convert customers with high intent, especially those searching locally. To do that, you need a scalable strategy for local SEO and AI search optimization, which starts with high-performing local pages.
What is a website conversion rate?
A website conversion rate measures how often visitors complete a desired action on your site — whether that's booking an appointment, making a purchase, finding a nearby location, or calling your business.
In other words, it's how you know your website is doing its job.
To calculate it, divide the number of conversions by the number of total visitors, then multiply by 100. If 100 people visit your page and 5 take action, that's a 5% conversion rate.
But not all conversions are equal — and neither are the customers behind them. A visitor on a product page is likely in a different stage of their journey than someone searching for "urgent care near me." That's why context and location matter. High-intent local visits should convert at much higher rates.
For brands with multiple locations, this metric becomes even more valuable. Conversion rate isn't just about digital performance—it's a signal of how effectively your online presence drives real-world outcomes.
What is a good website conversion rate?
There's no one-size-fits-all answer. What qualifies as a "good" website conversion rate depends on your industry, business model, and what action you're asking customers to take.
As a reference point, average conversion rates across industries typically range from 2–4%.
B2B sites often see lower rates — closer to 2–3% — due to longer decision cycles.
Retail and e-commerce tend to land around 2–4%.
Brands that serve high-intent local searches (like healthcare providers, restaurants, or service businesses) can convert at rates of over 4% when pages reflect local relevance and intent.
But here's what matters more than the industry average: Are you converting better than your competitors in each market?
National benchmarks can hide local performance gaps. A conversion rate that looks strong on paper might underperform in regions where local competitors are more visible, faster, or more relevant to search intent. That's why it's important to always think local.
For multi-location brands, it's not just about driving traffic—it's about turning local, high-intent visitors into customers with fast, helpful, and action-oriented pages.
How to improve your website conversion rate
The first step to improving conversion is identifying barriers and removing them. Here's what consistently moves the needle:
Match local search intent. Someone searching "urgent care near me" isn't looking for your homepage. They're looking for nearby availability, hours, and a way to book. Location-specific landing pages convert better because they answer those questions up front.
Speed up your site. If your page takes more than 3 seconds to load, you're already losing customers. Compress images, reduce redirects, and prioritize mobile performance to keep visitors engaged.
Make next steps obvious. Clear, visible calls to action like "Book now," "Get directions," or "Call today" remove friction. Make sure they're relevant to the page — especially for location pages, where the CTA should be tied to that specific location.
Structure your site for AI and traditional search. AI engines like Google's AI Overviews and other LLMs rely on structure. Without schema, FAQs, and clean metadata, your pages may be invisible in those results. Structured data makes your content discoverable and clickable.
Use reviews and social proof. Trust drives action. Showcasing real reviews, star ratings, and testimonials gives customers confidence to convert.
Test, learn, and iterate. Even small changes, such as headline text, form fields, or button placement, can have a measurable impact. Track what's working at the page level and keep experimenting.
For brands with multiple locations, the fastest path to better conversion is scaling what works. That starts with optimized local pages.
Why is it hard for marketers to create optimized landing pages that convert?
Most marketers struggle to spin up, optimize, and scale conversion-ready pages because they depend on development resources, workflows, and tools that weren't built for marketing velocity.
The process is notoriously slow; marketers have to wait for developers to fit marketing needs into dev team workflows.
Marketers are constrained by legacy CMS tools or tools/CMS budgets that the development team owns.
These CMS tools are often outdated, high-touch, and not intuitive enough to make them marketing team-friendly.
Brands can't afford slow or opaque page-building processes anymore. Search behaviors are shifting and you must move from traditional SEO toward AI search and Generative Engine Optimization (GEO), where accuracy, structure, and local relevance matter more than ever.
After all, search isn't just transactional. It's contextual. It's conversational. People aren't just typing "best pizza Chicago" anymore. Now they're asking nuanced questions:
"Where should I grab dinner tonight if I'm in Schaumburg and want something casual but good?"
"What's a dog-friendly hotel in Boston that won't cost a fortune?"
"Which urgent care centers are open past 9 and actually have good reviews?"
To compete, brands must deliver highly structured, locally relevant pages that AI systems can find, understand, and cite. And marketers can't wait for the dev team to make that happen.
Why do local landing pages drive higher website conversion rates and how can marketers build them without dev support?
Local landing pages are designed to convert. They deliver exactly what high-intent searchers are looking for: nearby options, accurate information, and easy ways to take action.
Here's why they work:
They answer real questions. Customers aren't just browsing—they're deciding. "Are you open now?" "Can I book online?" "Do you accept walk-ins?" A generic homepage can't answer those questions. A local landing page can—and that relevance drives action.
They perform better in local search. Whether it's Google or an AI engine, search platforms reward relevance. Pages that include structured data, local keywords, and accurate business info rank higher—bringing in more qualified traffic.
They remove guesswork. When a page clearly shows the location, services, and how to take the next step, customers don't hesitate. The same goes for AI engines and agents. They don't have to hunt for info or verify if what they're seeing is correct — they just convert.
They scale across every location. For brands with hundreds or thousands of locations, building and maintaining individual pages manually isn't realistic. With Yext Pages, marketers can create, update, and optimize local landing pages at scale—no dev work needed. All updates sync automatically from the Yext Knowledge Graph, ensuring consistency and accuracy across every touchpoint.
The result: Better visibility in search. Higher conversion rates. Faster revenue growth. And full control—without the manual workload.
So what can marketers do? Use Yext Pages to turn search visibility into business impact
Yext Pages drive discovery for high-intent customers, whether they're searching for you by name or not.
AI-discoverable by default: Every Yext Page leverages structured data and schema markup and populates with live data from yourKnowledge Graph. So no matter where your customers are searching, you're visible.
Launch fast, update instantly: Spin up local landing pages in minutes. Usepre-built templates and an intuitive, straightforward, no-code visual editor to launch or make changes across thousands of pages. No developer tickets (and waiting in backlog) required.
Template-based scale: Create thousands of consistent, high-performing pages in minutes.
Mobile-first: Designed for mobile-first UX, Yext Pages reduce bounce rates and increase actions with fast load times and embedded CTAs.
Built for search & conversion: From schema to layout, every element is engineered for visibility and impact. Capture long-tail queries, local intent, and trend-driven demand with ease.
How brands build high-converting, optimized web pages with Yext
A Step-by-step guide to creating local landing pages that convert
Define your campaign or intent. Use Scout insights or marketing objectives to choose your target query (e.g., "walk-in clinic open now," "same-day appliance repair," "apply for a VA loan in St. Louis").
Enrich your Knowledge Graph. Add or update structured data — such as hours, services, offers, or provider bios — so it flows into your pages.
Use a pre-built, optimized template. Select a structured page template optimized for mobile, speed, and discoverability.
Customize with visual editing. Add components like maps, CTAs, FAQs, reviews, and announcements directly in the Pages in-platform experience.
Preview and optimize quickly before launch. Test across mobile and desktop. Use built-in SEO guidance to ensure performance.
Publish instantly. No waiting for dev queues or code pushes. Go live on your timeline in just a few clicks.
Track performance. Use built-in analytics or Scout to measure visibility, conversions, and engagement across locations. Then, tune up pages quickly and cleanly as you go.
Top use cases for Yext Pages by industry
Yext Pages for healthcare and medspas
Beat local competitors in AI search. Capture high-intent searches like "urgent care open now near me, takes BCBS" or "Botox specials in Miami" with local landing pages that build trust and drive bookings.
Yext Pages for retail and quick service restaurants (QSRs)
Promote products, menus, or seasonal deals with AI search and SEO-friendly structured pages that convert explicit and implicit "near me" searches into online orders and in-store purchases.
Yext Pages for hospitality
Deliver conversion pages for high-intent queries like "pet-friendly hotel in Nashville" and "4-5 star stays for Route 66 road trip, must have a fitness center." The more you know about how your customers search, the better you can tailor your web pages.
Yext Pages for financial services
Strengthen your local search presence and surface branch-specific offers like "home equity loans in Denver" and "CD interest rates right now." Then, capture traffic with FAQs, CTAs, and compliant disclosures.
How to start launching conversion-optimized local pages right now
Marketers need to convert search interest into measurable outcomes. But marketing teams are blocked by slow, dev-dependent workflows and outdated CMS tools.
Yext Pages helps your brand spin up pages fast and capture high-intent traffic easily. Whether it's traffic from a paid search like "best real estate broker" or "Buy Birkenstocks," or high-intent organic searches, you can create structured, high-performance web pages quickly. Plus, they're AI-ready.
No dev tickets. No bottlenecks. Just local landing pages that drive revenue.