Business Development and Commercial SEO for Nashville Businesses

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Service pages bring in customers. A growing local business also needs pages that serve other people: job candidates, buyers who need financing before they can say yes, customers who read more comfortably in another language, and visitors with disabilities who need the site to work for them. These pages reach audiences your service pages do not, and each has its own technical pattern.

The move is to pick the surfaces that fit your business and build them properly, not to publish all of them at once.

Careers pages and JobPosting markup

If you are hiring, a careers page with JobPosting structured data can make your openings eligible for Google’s job search experience. Google’s documentation lists five required properties: datePosted, description, hiringOrganization, jobLocation and title (Job posting (JobPosting) structured data for Job Search). The description has to be “a complete representation of the job, including job responsibilities, qualifications, skills, working hours, education requirements, and experience requirements.” The validThrough date is required for postings that have an expiration date.

Three rules catch local employers:

  • One job per page. Google says “The JobPosting markup must only be used on pages that contain a single job posting.” A careers page that lists several openings needs a separate page for each job, with the markup on that page.
  • The markup must match the page. What the structured data says has to be what the job seeker reads.
  • Remove filled jobs. Google does not allow expired postings and warns: “Failure to take timely action on expired jobs may result in a manual action.” When a position is filled, remove the page, remove the JobPosting markup, or make sure validThrough is in the past.

For a Nashville restaurant group or a contractor that hires all year, a careers section built this way turns each opening into its own searchable page.

Financing pages

A financing page serves a buyer facing a large purchase, such as a full HVAC replacement, a roof or a remodel, who is held back by budget rather than unwilling to buy. A page that explains how financing works, who provides it, how to apply and what the customer needs to have ready answers that buyer at the moment cost is the obstacle.

Build it around the buyer’s questions rather than a banner. Explain the steps plainly, say who the lender is, and link to the application. Do not publish rates, terms or approval claims you cannot confirm: get the wording approved by your financing provider before it goes live, because credit terms come with their own rules and the provider knows which apply.

Pages in your customers’ language

If you serve customers who read more comfortably in Spanish or another language, a properly built version of your core pages in that language is worth considering. This is serving a language community inside your own market, not targeting a foreign country.

Google’s guidance for sites with more than one language sets the structure:

  • “Google recommends using different URLs for each language version of a page rather than using cookies or browser settings to adjust the content language on the page” (Managing multi-regional and multilingual sites).
  • “Avoid automatically redirecting users from one language version of a site to a different language version of a site.” Let visitors switch languages with a link.
  • Tell Google which pages are translations of each other with hreflang annotations (Tell Google about localized versions of your page).

Translate for people. Have a fluent speaker review the pages, translate the details that matter locally, such as service areas, hours and how to reach someone who speaks the language, and make sure the phone line or front desk can serve the customers the page invites. A translated page that leads to a call nobody can answer costs more trust than it earns.

Accessibility

Accessibility is good practice for every visitor and a legal consideration for businesses open to the public. What follows is general information, not legal advice.

The Department of Justice’s guidance on web accessibility, dated March 18, 2022, says that “The Department of Justice does not have a regulation setting out detailed standards, but the Department’s longstanding interpretation of the general nondiscrimination and effective communication provisions applies to web accessibility” (Guidance on Web Accessibility and the ADA). The same guidance says businesses “can currently choose how they will ensure” their online goods and services are accessible, and names the Web Content Accessibility Guidelines (WCAG) and the Section 508 Standards as existing technical standards that provide helpful guidance.

State and local governments are in a different position. A Department of Justice rule, published in the Federal Register on April 24, 2024, requires their web content and mobile apps to meet WCAG 2.1 Level AA (Fact Sheet: New Rule on the Accessibility of Web Content and Mobile Apps Provided by State and Local Governments). That rule covers public entities, not private businesses.

For a private business, the practical path is to build to the current WCAG guidelines (Web Content Accessibility Guidelines (WCAG) 2.2): text alternatives for images, sufficient contrast, keyboard access to every control, form fields with labels, and captions for video. Much of that work also gives search engines cleaner structure. For your specific obligations, consult a qualified attorney.

Which surface first

Pick by fit, not by completeness. If you hire often, the careers section is the clearest return. If you sell large jobs that customers finance, the financing page. If a meaningful share of your customers prefers another language and your team can serve them, the translated pages. Accessibility is not an either-or: it applies to the whole site, starting with the pages customers use most.

Sources

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