Get Found! 5 Website Features Every Local Boutique Needs for SEO
Recently, one of my Shopify clients shared some exciting news: she was opening her first physical location. While this meant new opportunities for her business, it also meant her website needed updates. The goal wasn’t just to keep online sales strong, but to make sure new local customers could easily find her store.
Here are the 5 website features we implemented to help her boutique get found online — and encourage customers to shop in-store.
1. Get Listed on Google
The very first step for any local business is making sure Google knows you exist. Set up and verify your Google Business Profile so your boutique shows up on Google Maps, in local searches, and in the “near me” results. This is the foundation of local SEO.
2. Add In-Store Pick-Up
If you’re running an e-commerce site, adding an in-store pick-up option does double duty: it gives local customers an easy way to shop, and it drives more foot traffic to your boutique. Many shoppers will browse online first but still prefer to pick up in person.
3. Make Sure They Know Where to Find You
Your website should clearly show your location. Create a dedicated Contact page or add a button that links directly to your address on Google Maps. Pro tip: make sure it opens in a new window so your visitors don’t accidentally navigate away from your site.
4. Get Recommended by AI
AI tools like ChatGPT and even Google’s AI-powered search are increasingly recommending businesses based on what they know about you. That means your site should talk clearly about:
What you sell (bold, funky, classic, or timeless pieces?)
Where you’re located (be specific about your city and neighborhood)
When AI pulls info about your boutique, you want it to have the right words to describe you.
5. Share Your Story & Create Community Connection
An About page builds trust, showing visitors the people and purpose behind the brand. Take it one step further by blogging about your area — highlight local events, feature other small businesses you admire, or write guides that connect your boutique to the local lifestyle. Not only does this improve SEO, but it helps position your store as part of the community.
