You’ve probably seen businesses use service area pages to target different cities, suburbs, or neighborhoods. That’s a common local SEO tactic. However, there’s another approach that’s just as effective, except instead of focusing on geography, it concentrates on the industries you serve.
Rather than casting a wide net, this method focuses on speaking directly to a specific type of buyer. It’s not just about working keywords into the page—it’s about showing your knowledge and experience with that sector. When done well, these pages don’t just bring in traffic—they bring in the right traffic and serve as key sales collateral for your business. Industry pages attract high-intent visitors seeking an expert in a specific sector.
To show how this works in the real world, we’re going to look at a case study from Kutol, a commercial hand hygiene company that partnered with The Media Captain to improve its organic presence.
What is an Industry Page
Think of an industry page as a section of your website designed specifically for one market segment—education, healthcare,
industrial, food service, or any other sector your business serves best.
Instead of focusing on just what you offer (like “commercial hand soap”), you’re focusing on what you offer and who it’s for—such as “commercial hand soap
for schools.”
These aren’t generic pages stuffed with buzzwords. They should be written by experts, showcasing your skill set and work within a specific industry.
A study by Gartner found that buyers are 3x more likely to purchase a high-value solution when they perceive the provider has deep industry knowledge. HubSpot research indicates that industry-specific content marketing converts at rates 2-3x higher than generic content.
If this concept sounds familiar, it’s similar to service area pages, which focus on your local expertise based on geographic region. Industry pages shift the focus to your customers’ professions or sectors.
Why These Pages Matter for SEO
Some of the most valuable SEO keywords don’t show up in search tools. That doesn’t mean they’re not important. It just means they’re niche. You know what they say. Niches are for the riches.Â
When someone searches for something like:
- “Touch-free soap dispensers for elementary schools”
- “Fragrance-free hand sanitizer for classrooms”
- “Commercial hand soap and sanitizer for K-12 schools”
They’re not window shopping. They’re looking for a solution to a specific problem. And if your page showcases the different schools you’ve worked with, testimonials from a superintendent, the implementation process, and how your custom-branded dispensers reduce vandalism by two years compared to standard options, you’re speaking directly to their specific needs in a way competitors can’t.
Google loves this type of content, too. Not because it’s over-optimized, but because it’s relevant, useful, and clearly created by someone with real industry experience.
A Success Story from The Media Captain and Kutol
Let’s take a closer look at how this strategy plays out in practice.
Kutol, a leading manufacturer of commercial hand soap and hand sanitizers, sought to enhance visibility across specific sectors, particularly in the education sector. Since they already had extensive experience in the industry, we felt we could further increase their market share with an industry page that highlighted how well their products served schools, daycares, and other learning environments.
That’s where we came in.
We worked with Kutol to create a dedicated K-12 education page designed to speak directly to school decision-makers. This wasn’t some catch-all product listing. It was written to address real challenges, including preventing the spread of germs, dealing with sensitive skin, managing high-traffic restrooms, and even branding dispensers with school mascots to deter vandalism.
The page was strategically built from the ground up—copy, structure, visuals, everything—with SEO and user intent in mind. We interviewed experts on their team to ensure this page served as strong sales collateral to prospective clients.
Within weeks of launch, it ranked on the first page of Google for the exact term we targeted: “Commercial Hand Soap and Hand Sanitizer for K-12 Schools.”
Even better? It continues to generate high-quality traffic from school administrators and facility managers, precisely the audience Kutol was trying to reach.
That page now lives under Kutol’s broader “Markets” section, which houses other industry-specific pages we helped them structure, creating a network of content tailored to each vertical they serve.
This wasn’t a guess. It was a clear strategy—built on experience, backed by content, and executed with intent.
What to Keep in Mind When Building Industry Pages
Thinking about rolling out your own set of industry pages? Here’s what we recommend based on real-world results.
Focus on where you have real experience.
Don’t stretch into industries you haven’t worked in just to create more content. If you can’t speak from experience, it will show. Stick to verticals where you’ve delivered results and can offer proof.
Use examples that resonate.
The strongest pages don’t just talk about features—they show how those features solve problems in that specific industry. Whether it’s a testimonial, a product photo in context, or a case study like Kutol’s, real-world examples make your content believable.
Speak their language.
A school, a hospital, and a food processing plant are all looking for different things—even if they’re buying the same product. Tailor your tone and content to match the industry’s concerns and priorities.
Don’t let keyword tools limit you.
If your target customer would search for it, it’s worth writing about. Some of the most powerful terms won’t show much search volume in SEMrush or Ahrefs, but they’ll bring in leads.
Start from scratch for each page.
Avoid repurposing the same copy with a few words swapped out. Google’s Helpful Content updates are laser-focused on originality—and so are your readers.
Mistakes to Avoid
It’s easy to get industry pages wrong if your heart’s not in it. Here’s what to skip:
Don’t crank out a dozen templated pages just to check a box. If they all sound the same, you’re not offering value, and you won’t rank for long.
Don’t lean on AI tools to write these for you. Google’s getting better at spotting automated content, and even more importantly, so are your users. If your content sounds generic, people bounce.
And avoid filler language like “tailored solutions for your unique needs.” It means nothing unless you back it up with real examples, outcomes, and a clear value proposition.
Final Thoughts
Industry pages aren’t about volume—they’re about alignment. You’re creating content that speaks directly to the people you want to work with, using the knowledge and language they already understand.
We not only helped Kutol build a K-12 page, but we structured their industry pages to serve all of the education sectors they serve:
SEO aside, if someone in the education space is seeking more information about their experience with schools, Kutol can send them the link to one of their industry pages, which serves as the perfect sales collateral.
When we helped Kutol launch their K-12 page, we didn’t try to make it appeal to every buyer. We focused on school administrators. We wrote with their challenges in mind. And we created a page that would not only rank, but also resonate.
Now that page ranks for high-intent, niche keywords and continues to drive qualified leads. It’s clean, focused, and part of a broader strategy that ties together all of Kutol’s industry verticals.
