Turning showroom pages into local landing pages
AHA’s two experience-centre pages were thin, Google had never crawled one of them, and three pages chased the same Mumbai query. How each page got one clear job.
The problem
Thin centre pages, one unknown to Google, and three pages chasing one Mumbai query.
The solution
A real local page per centre, and one page that owns the Mumbai query.
AHA has two experience centres in Mumbai, in Santacruz West and Lower Parel, where buyers can try a smart home before they commit to one. In search, the centres already did more than the website: on commercial queries, the Santacruz Google listing averaged around position 3, while the site’s own sales pages barely ranked. On the website itself, both centres had pages that barely made the case.
What I found in October
- Thin, shared copy. The two centre pages had 332 and 362 words, from one shared text. Their schema described a web page and the company, but neither carried a LocalBusiness of its own.
- A page Google didn’t know. The Lower Parel page had been live since late September. Google had never crawled it, and URL Inspection called it “URL is unknown to Google”.
- A button to nowhere. “Book a Demo” on both pages pointed at a form the template never included.
- Three pages, one query. The homepage (title and H1), the About page (title) and the Mumbai page all targeted “home automation mumbai”.
The centre pages
Each centre got its own copy, approved before building: 897 words for Santacruz West and 999 for Lower Parel. Santacruz covers its colour scenes and what a system costs. Lower Parel covers the hardware you can press, from the door lock to the curtain track, and what happens after a visit.
Each page now has:
- Visit details as facts: address, hours, walk-ins welcome, about 60 minutes, free, parking.
- Nearby areas. “Who Lower Parel is closest to” names Worli, Prabhadevi, Dadar and the rest of south Mumbai. I left named buildings off, because their distance to a centre isn’t on record.
- Five visible FAQs, with FAQPage schema built from the same strings.
- The lead form, restored.
- One LocalBusiness per centre (a HomeAndConstructionBusiness). Each is built once in
centres.jsand printed by both the centre page and the contact page under the same@id, so the two can’t disagree. Its name, location and map link match the Google listing.
The same afternoon the layout was redone to read well on a phone: visit facts in tiles, nearby areas as chips, and photo cards for the products you can try. As with the rest of the site, I directed the work and Claude Code wrote much of the code.
The Mumbai page
The Mumbai page was rebuilt on 17 September: an answer in its first 44 words, question-shaped headings, a comparison table, and links to the live Google listing in place of a hand-typed “5.0 on Google”. When a national “companies” cluster needed a page the same day, it got an India-wide buyer’s guide, not a second Mumbai page competing with one rebuilt six hours earlier.
On 22 October it closed five gaps against the pages that outrank it: neighbourhoods served, a written warranty, Alexa and Google Home, a dated Google rating in visible text only, and a cost calculator that opens on the same complete 3 BHK as the headline estimate.
That calculator had a bug. Its four weights summed to 0.9999999999999999 in floating point, so the script always rounded down and replaced the figure in the HTML on load. The HTML said one range; visitors with JavaScript saw a lower one. The fix was two lines: round the sum, then round to whole lakh.
Then the overlap. I chose to let the Mumbai page own the query. The homepage title became brand-led, the About title stepped back, and the homepage now links to the Mumbai page in its first paragraph. That has a cost I accepted: the homepage is the page Bing’s AI answers cite most, and “Mumbai” left its title and H1.
Where it stands
- Since Google swapped the URLs on 13 October, the Mumbai page has ranked 2 to 4 for “home automation company in mumbai” and two close variants. The homepage only ever reached 7 to 17 on them.
- The 22 October work is built, verified and waiting on the next upload. Then Lower Parel gets an indexing request.
- Rankings aren’t enquiries. By 22 October, commercial search as a whole hadn’t moved.
Rules for local pages
- One query, one page. Pick the owner, and have every other page link to it instead of competing.
- One place, one entity. Build each location’s schema once and print it everywhere.
- Publish only what’s on record. Areas, scenes and ratings come from records, not memory.
- Check what your JavaScript does to the HTML. It can quietly contradict the page it runs on.