Website utility pages and conversion readiness

There's an absolutely incredible case study where Holly Stark put 100 cell phones in her car and drove them to a business with the driving directions turned on and that business's rankings went to No. 1.

I don't think you should try to duplicate that, but you can optimize to get more driving directions to your business. So the trick is to get a link to the driving direction.

And if you just Google the business name, you're gonna get this knowledge panel on the right hand side. And this is the link that you need to click.

When I click that link, I get this URL up in the top and this is the driving directions from wherever you are to the specific business. So what you wanna do is copy this link and then use it in a bunch of places.

So you can use that link in emails to your customers. So if anyone's coming to your business, like an appointment reminder, same thing with text message.

Text message, appointment reminders, definitely put that link on your contact page of your website...

Most people don't know this about Google. They specifically crawl your contact page looking for information about your business.

I heard this from the former head of Google Business Profile Support, but most businesses totally suck at this page. All they put on it is their name, address, phone number, and a form and they call it a day.

This is a major fail. But you need to do is you need to treat your contact page like enterprises treat their location landing pages.

If you want to see exactly what you should include on a high performing location landing page or contact page, Miriam Ellis just dropped the ultimate guide, including 34 elements you should include on your page. You can find the full resource for free on the White Spark website under Local SEO Guides.

This is what most 4:04 pages look like. This is what my 4:04 page looks like.

I have a gif of myself 4:04 and a bunch of useful links. Some people are going to see it though.

Compared to my other pages, it's not going to be that many. But here's the thing Steve Jobs once said the inside of a computer should be as beautiful as the outside.

Even if nobody ever sees it, you will. I also like this quote from the villain of John Wick 4: how you do anything is how you do everything.

I think 4:04 pages are a cool opportunity for fun Easter eggs that so many people neglect.