How to build a where-to-buy page that sells
Someone opening your where-to-buy page has already decided they want your product. The only question is whether your page can get them to a shelf or a checkout before the intent fades.
By Robin, who builds and runs StoreLo · Updated 2026-07-30
Why this page punches above its weight
Search queries like where to buy, stockists and store near me carry more purchase intent than anything else your site ranks for. These are not researchers. They are buyers holding intent in one hand and a postcode in the other. Yet on many brand sites the page behind that query is a wall of addresses, a PDF, or a contact form. Every one of those makes the buyer do the work, and some fraction of them will not.
The anatomy that works
- Search first. A visible search bar above the fold, because visitors know their own town and will happily type it. Add a use-my-location button for phones.
- A map plus a ranked list. The map gives context, the list gives the answer: nearest first, with distance shown.
- One obvious action per result. Directions for physical shops, a buy button for online sellers. Two buttons max; five links is zero links.
- Opening hours with an open-now status. Nothing kills a store visit like arriving at a closed door.
- Filters only if you need them. Ranges, product lines or shop types, but only when your network genuinely differs per location.
The fallback that saves lost sales
Some searches will find nothing nearby. That moment is where most where-to-buy pages silently leak revenue. Do not leave an empty map: show a card that says the nearest stockist is far away and offer the webshop instead, with a real button. In StoreLo this is built in, the widget can show exactly this card whenever no location is in range, and clicks on it are tracked as conversions so you can see how much revenue that dead end was hiding.
Naming, placement and internal links
Call the page what buyers call it: Where to buy or Find a store beats cute names every time. Put it in the main navigation, not the footer. Link to it from every product page (find it nearby) and from campaigns that build brand demand, because that is exactly the demand this page catches. Keep the URL boring and stable: /where-to-buy or /stockists.
Measure it like a sales page
Treat the page as a funnel: searches, store clicks, direction requests, webshop clicks. StoreLo logs each step and shows a search heatmap, so you also see the towns where people search and find nothing. That gap map is your expansion shortlist: it tells you where the next stockist pays for itself. On Pro you can push the same events into GA4, Meta Pixel and GTM, so where-to-buy performance sits next to the rest of your marketing data.