Location pages help a local business when each one describes a real place you serve with real, specific information: the address or area, what you do there, who works there, local prices or hours, directions and work done nearby. They hurt when they are near-copies with the town name swapped. Google's spam policies treat sets of city or region pages that funnel visitors to one place as doorway abuse. If you have one location and serve a small area, one good contact page and a clear service area usually beat a set of thin pages.
The question comes up for businesses with several branches, and for trades that travel, such as builders, cleaners, photographers and mobile beauty artists.
When do location pages make sense?
| Situation | Location pages? |
|---|
| Several premises (salons, clinics, offices) | Yes, one page per premises |
| One premises, customers come to you | Usually no; one contact page |
| You travel to a few distinct areas and do different work in each | Possibly, if each page has real local content |
| You travel across a region and do the same work everywhere | Usually no; list areas served on one page |
| You want to rank in towns you rarely work in | No |
What does Google say about location pages?
Google's spam policies, checked 29 October 2026, say doorway abuse "is when sites or pages are created to rank for specific, similar search queries". One of the listed examples is "having multiple domain names or pages targeted at specific regions or cities that funnel users to one page". Pages made this way can be ranked lower or removed from results.
Google does not object to location pages as such. It objects to pages that exist only to catch searches.
What should a good location page include?
- The address, with a map, and directions from transport or parking
- Opening hours for that location, if they differ
- Phone number and email for that location
- Who works there, with photos
- Services offered there, and prices if they differ
- Photos of that premises, inside and out
- Reviews from customers of that location, with permission
- Work done nearby, for trades that travel
- Local details that only someone who works there would know
If you cannot write at least a few paragraphs that would not fit any other page, the page probably should not exist.
What about service areas for trades that travel?
Google Business Profile lets service-area businesses list the areas they serve and hide their address if they do not serve customers there. Do the same on your site: one page, or a section of your contact page, that lists the towns or postcodes you cover, how far you travel and whether there is a travel charge. Keep the list consistent with your Business Profile. See Google Business Profile vs a website.
How do location pages help AI answers?
AI assistants answer questions such as "best hair salon near Leith" by combining maps data, reviews and web pages. A page that states plainly what you do at that address, your hours and your prices gives them facts to use. See getting recommended by ChatGPT as a local business.
How do you set up location pages in Framer?
For two or three locations, build ordinary pages. For more, use a CMS collection called Locations with fields for name, address, hours, phone, map link, photos, team and description, and a single page template that displays each item. Framer gives each item its own URL, such as /locations/leith. See the Framer CMS explained.
Give each page its own title and description, such as "Hair Salon in Leith | Northgate Hair". You can also add LocalBusiness structured data for each premises. See schema markup in Framer.
Which templates show more than one location?
- Selwood Marr (free), a law firm template, lists two offices.
- Wrenfold (free), for wedding venues, is built around one venue, which suits a single location with directions.
For a restaurant group, any restaurant template can take a Locations collection. See the Framer templates for restaurants.
For a small hotel or rental with one property, a clear location section with directions is usually enough. See small hotel direct booking websites.
How do you write local content that is not a copy?
Start from what customers at each location ask. Where do I park? Is there step-free access? Which stylist or doctor works there on Saturdays? Is there a minimum spend for private hire? Answer those questions on the page. Add a short paragraph on recent work in the area, such as a kitchen fitted in a named street with the customer's permission, or an event held in that room. Write each page from scratch rather than editing a copy of another one.
What are common mistakes?
- Copying one page and changing the town name
- Listing dozens of towns in the footer
- Using a fake address in a town to rank there
- Pages for areas you do not actually serve
- Different phone numbers or hours across pages and listings
How many location pages should you have?
One per real premises. For service areas, one page covering all of them, unless the work or team truly differs by area. Add pages when you open a new location, not before.
Frequently asked questions
Do location pages help local SEO?
They can, when each page describes a real location with specific information. Near-duplicate pages for different towns can be treated as doorway pages by Google.
What is a doorway page?
Google describes doorway abuse as pages created to rank for similar searches that funnel users to a less useful page, including sets of city or region pages.
Should I make a page for every town I serve?
Usually not. List the areas you serve on one page unless you have premises or meaningfully different work in each.
What should a location page include?
Address, map, hours, phone, the team, services and prices for that location, photos of the premises and local reviews.
How do I add location pages in Framer?
Build separate pages for a few locations, or use a CMS collection with a page template for many.