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A business website built for St. Louis

In St. Louis the city and the county are two separate places. Get that right on your website and you sound like you live here.

Short answer

A St. Louis business website should say whether you work the city, the county or both, name the neighborhoods and municipalities you cover, and explain what old brick housing needs. Website Builder Studio writes the site from a conversation with the in-app assistant. A check that runs before anything publishes refuses a page that is any other city with the name swapped.

The city is not in the county, and your site has to be clear

St. Louis city stands on its own. St. Louis County is the ring of municipalities around it. Locals treat them as different worlds, and they are right to.

So pick your words. If you cover both, say both. If you stay inside the city, say so, and name the neighborhoods. A reader in Kirkwood is asking a different question from a reader in Soulard.

The split shows up in searches too. People type the city name when they mean the whole region and the town name when they mean home.

You can answer both without stretching the truth. Lead with where you are based, then list the places you actually drive to.

Put that near the top of the home page. It is the first thing a local reader checks and the easiest thing to get wrong.

Neighborhoods in the city, municipalities in the county

In the city: the Central West End, Soulard, Lafayette Square, Benton Park, Tower Grove, the Hill, Dogtown, Carondelet, downtown and the neighborhoods north of Delmar.

In the county: Clayton, Webster Groves, Kirkwood, University City, Florissant, Ballwin, Chesterfield and many more, each with its own name on the sign.

People here ask what your neighborhood is and where you went to school. Answering in the same language is half the job.

Say which municipalities you reach and roughly how far west you go. That saves a reader from guessing at a map.

If you work both sides of the line, say so once, clearly, near the top of the page.

  • Downtown, Soulard and Lafayette Square.
  • The Central West End and the edges of Forest Park.
  • Tower Grove, the Hill and Dogtown.
  • Clayton, University City and the Delmar Loop.
  • Kirkwood, Webster Groves and the inner county.

The city figure and the county figure are not the same people

The American Community Survey shows 293,109 in the city and 996,618 in St. Louis County. Because the city stands apart from the county, those two counts do not overlap.

Median household income in the city is $55,279, against Missouri's $68,920. Median age is 36.6 and per-capita income is $38,947. County Business Patterns counts 29,717 business establishments in the county alone, which is reason enough to name where you work rather than say the area.

Old brick, old trees and a climate that swings

Much of the housing is solid brick, built close together, with alleys behind and basements below. Big old trees line a lot of the streets.

Summers run hot and heavy, winters bring ice, and storms come through in the warm months. Explain tuckpointing, gutter work, storm damage or tree work in that setting and a homeowner recognizes their own house.

Alleys and shared walls change the work. Reaching a back yard can mean a gate, a neighbor and a plan.

Newer county subdivisions are a different job again. Say which kind of house you work on most often.

That is the sort of thing a homeowner cannot find anywhere else. It is also what keeps your pages from reading alike.

Say how far you travel before someone has to ask

The metro spreads across the Mississippi into Illinois and out west past Chesterfield. Crossing the river is a decision, not a detail.

Name your edges. Say whether you go to the Metro East, whether you cover St. Charles, and how far west you drive. Read how location pages are done right before building a page for each municipality.

How a lead arrives and where it lands

The lead form is on every page, and each submission is delivered to your CRM, Slack, Microsoft Teams, SMS, email or any webhook. Every delivery is signed.

HubSpot, Zoho and Pipedrive update a contact that already exists by email instead of creating a duplicate. Every lead carries a status and a note on the Leads screen, and you can export them all to a spreadsheet in one click.

What building it looks like from your side

You answer questions in a chat about services, areas and customers. The site is written from a conversation with the in-app assistant, down to the answer capsule near the top.

You see the planned pages and the cost, and you approve them before the build runs. Every page is validated against Google Search Essentials and modern web standards before it publishes, so what goes live is genuinely useful rather than filler.

St. Louis in Census numbers

Figures are from the source named beside each one, as published. They describe the area or the trade, not this product.

Questions people ask

Should I say St. Louis if I am in the county?

Say both. Name the municipality you are in, then say you serve the St. Louis area, and list the places you reach.

Do I need a page for Illinois too?

Only if you cross the river for work. If you do, say what that involves and which towns you reach.

How specific should neighborhood names be?

Specific enough to be true. A handful of real names beats a long list you cannot back up.

Can I roll back a change?

Yes. Every publish keeps a version you can roll back to, so a bad edit is not a lasting problem.

Keep reading

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