Connecting with all different communities through geotargeting
One of SHIELD’s best features is its locally-based security experts. To make their website just as welcoming as their local offices, SHIELD needed content that resonated with potential customers, whether they’re homeowners in Kansas City or property managers in Buffalo.
Parkway used a multi-part approach to location-specific content to connect with communities. When you’re in Buffalo, SHIELD Security Systems’ website displays a menu with everything you need to protect your Western New York property. And in Kansas City, the menu you see links to what you should know about securing what matters most to you in Northeast Kansas. The same goes for the Lehigh Valley, Hampton Bays, Mankato and other regions across the country.
To customize your experience, Parkway used MaxMind’s GeoIP database to determine where you’re physically located. Then, site visitors are segmented by geolocation and served a cached version of the SHIELD website based on their region. This allows the website to adjust to larger waves of traffic – while still providing a personalized user experience.
SHIELD needed more than a menu to let site visitors know they understand what it takes to keep the neighborhood secure. We created location-specific pages based on regional search queries, and supplemented content written for a national audience with copy that adapts to a searcher’s location using the same GeoIP technology that powers SHIELD’s dynamic navigation.