To add schema markup in Framer, paste JSON-LD into a <script type="application/ld+json"> tag using the Custom Code feature, either for the whole site or for a single page. On CMS detail pages you can reference CMS fields with {{Field | json}} so each item gets its own markup. For most small business sites, three types cover the essentials: Organization or LocalBusiness on the home or about page, Article on blog or guide posts and BreadcrumbList where pages sit in a hierarchy.
Schema markup is structured data: a standard way of describing a page's content so search engines can read facts such as your business name, address and opening hours without guessing. It does not change what visitors see.
Do you need schema markup at all?
It helps, but it is not a requirement. Google says structured data helps it understand page content and can make a page eligible for some rich results. Google also says no special markup is needed to appear in AI Overviews and its other AI features; the usual SEO practices apply. So treat schema as a way to state your facts clearly, not a shortcut to ranking or AI citations.
How do you add JSON-LD in Framer?
According to Framer's help article on structured data, JSON-LD is the recommended format and goes inside a script tag in the head of the page, added through Custom Code.
- Choose the schema type that fits the page.
- Write the JSON-LD (examples below) with your real details.
- In Framer, open Site Settings, then Custom Code, for site-wide markup, or a page's settings for page-specific markup.
- Paste the script into the head section.
- Publish the site.
- Test the live URL in Google's Rich Results Test or the Schema Markup Validator.
Which schema types suit a small business site?
| Type | Use it on | What it describes |
|---|
| Organization | Home or about page | Name, logo, website, social profiles |
| LocalBusiness (or a subtype) | Home or contact page | Address, phone, hours, area served |
| Article or BlogPosting | Guides, journal posts | Headline, dates, author, publisher |
| BreadcrumbList | Nested pages | Where the page sits in the site |
| Product | Product pages | Name, price, availability |
| FAQPage | Pages with a visible FAQ | Questions and answers |
| Person | Team or profile pages | Name, role, credentials |
Use the most specific type that fits. LocalBusiness has subtypes such as Dentist, Restaurant, AccountingService and LegalService.
What does a LocalBusiness example look like?
| <script type="application/ld+json">{ "@context": "https://schema.org", "@type": "LocalBusiness", "@id": "https://example.com/#business", "name": "Your Business Name", "url": "https://example.com/", "telephone": "+44 20 0000 0000", "address": { "@type": "PostalAddress", "streetAddress": "1 High Street", "addressLocality": "Town", "postalCode": "AB1 2CD", "addressCountry": "GB" }, "openingHours": "Mo-Fr 09:00-17:30"}</script> |
|---|
Replace every value with your own. The name, address and phone should match your Google Business Profile exactly.
How do you add schema to Framer CMS pages?
Framer lets you reference CMS fields inside Custom Code on CMS detail pages using double braces. Its help article recommends {{Title | json}} rather than {{Title}} so the value is formatted safely for JSON. A BlogPosting example from Framer's documentation uses fields such as {{Title | json}}, {{Excerpt | json}}, {{Created | json}} and {{Updated | json}}. Your field names must match your CMS collection.
What about FAQ schema?
FAQPage is still valid schema.org markup, but Google stopped showing FAQ rich results on 7 May 2026. Adding it will not change how your result looks in Google. If you use it, the questions and answers must match the visible FAQ on the page word for word. See what to include in an FAQ section.
What mistakes should you avoid?
- Marking up content that is not on the page, such as reviews or FAQs visitors cannot see
- Self-serving review markup on your own business pages, which Google does not show as stars
- Inconsistent details between schema, the page and your Google Business Profile
- Invalid JSON, such as a missing comma or a curly quote pasted from a word processor
- Duplicate types added by both a plugin and custom code
- Placeholder values left in after launch
Should you connect the types together?
Yes, where it is simple. Give your Organization or LocalBusiness an @id, such as your home page URL followed by #business, then refer to that @id as the publisher of your articles. This tells search engines that the articles and the business are the same entity, without repeating the full details on every page.
How do you check it worked?
- Run the live URL through the Rich Results Test.
- Run it through the Schema Markup Validator.
- In Google Search Console, check the Enhancements reports over the following weeks.
Where does schema fit in your wider setup?
It sits alongside good page titles and descriptions, a clear about page and a consistent Google Business Profile. See page titles and meta descriptions in Framer, getting your local business recommended by ChatGPT, the Framer template launch checklist and moving from Wix or Squarespace to Framer if you are rebuilding an older site. Any template on getsites can take the snippets above through Custom Code.
Frequently asked questions
Does Framer add schema markup automatically?
Do not assume it does. Check your published page's source or run it through the Rich Results Test, and add the types you need through Custom Code.
Where do I paste JSON-LD in Framer?
In Custom Code, inside a script tag of type application/ld+json in the head section, either in Site Settings for every page or in a page's settings for one page.
Can I use CMS fields in Framer schema?
Yes. Reference fields on CMS detail pages with double braces, using the json filter, for example {{Title | json}}.
Is schema markup needed for AI Overviews?
No. Google says no special markup is needed to appear in its AI features. Schema can still help search engines understand your facts.
Which schema should a local business use?
LocalBusiness, or a more specific subtype such as Dentist or Restaurant, with a name, address, phone and hours that match your Google Business Profile.