Location pages for franchises: local landing pages

By Gijs Bodenstaff · Updated: 2026-10-04

Location pages are the pages on your website that show the address, opening hours, services, team and reviews for each location. Good location pages rank in Google in their own right, strengthen the Google Business Profile and are an important source for AI assistants. We build them quickly, unique to every location and with the right schema markup.

Why does every franchise location need its own page?

The Google Business Profile links to a website. If that is the franchise brand's homepage, Google misses the local context. A dedicated location page tells search engines and AI exactly who, what and where: this is the location in this town, with these services, these opening hours and these people.

Many chains do have a store locator, but it only loads the data with JavaScript. A crawler then sees an empty page. We build location pages that are readable without JavaScript.

Store locator versus location page
Feature	Store locator only	Dedicated location page
Readable for crawlers	Often not	Yes
Ranks for the town name	Rarely	Yes
Unique local content	No	Yes
LocalBusiness schema	Usually not	Yes
Link with the profile	Generic	Per location

What belongs on a good location page?

A location page has to be unique. Simply swapping the town name counts as a doorway page according to Google and backfires. We combine fixed brand information with genuine local content.

Elements of a location page
Element	Unique per location?
Name, address, phone number and opening hours	Yes
Team and owner with photo	Yes
Services and specialisms	Partly
Accessibility, parking, getting there	Yes
Reviews and experiences	Yes
Local FAQ	Yes
LocalBusiness schema with @id	Yes

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How do we build location pages technically?

We build location pages as part of your existing website or as a new section, preferably in WordPress. The data comes from a single source, so a change in opening hours is updated everywhere at once. That prevents NAP errors.

A PageSpeed score of 90 or higher on mobile.
Schema: LocalBusiness or the correct subtype, with address, geo coordinates and opening hours.
Internal links to services and neighbouring locations.
Inclusion in the XML sitemap and an HTML sitemap.

Who does what: your marketing team, the franchisee and us
Task	Your team (head office)	Franchisee	Franchise-Marketing.nl
Data per location	Single source of truth	Checks own details	Processes and publishes
Local copy and photos	Approves the template	Supplies input	Writes and publishes
Technology and schema	Receives the report	-	Builds and tests

Which mistakes do we often see on franchise chains' location pages?

During the baseline measurement we keep running into the same mistakes. Each one seems minor, but together they stop Google and AI assistants from placing the location correctly.

Opening hours on the website differ from those in the Google Business Profile.
All locations share the same central phone number, with no local alternative.
The page only exists as a pop-up on a map, without its own URL.
Not a single location has schema markup with its own @id.
Closed locations are still online, while new locations are not yet.

We fix these mistakes in the first month. After that we monitor them monthly, so they do not return when a location is added or changes owner.

What do location pages deliver for Local SEO and AI?

A strong location page is the foundation for local visibility per location and AI visibility per location. The page gives the profile a reliable source and gives AI assistants facts to cite. Local landing pages are included as standard in the Full service package; see what franchise marketing costs.

For the content on those pages we work together with the local business owner; read more about this under local content for franchisees.

Frequently asked questions about local landing pages

Do I need a new website built for this?

Not always. We can often add location pages to your existing site. If the current site is slow or not readable for crawlers, we recommend a new set-up.

Isn't a page per location duplicate content?

Only if you just swap the town name. We make sure every location has genuinely unique local content, such as the team, how to get there, a local FAQ and reviews.

How long does it take to build location pages?

For a franchise brand with twenty to fifty locations we allow four to eight weeks, depending on how quickly the local input comes in.

Does this also work with a store locator?

Yes. The store locator stays in place for visitors and links to the location pages that search engines and AI assistants use.

Can franchisees edit their own page?

They can submit changes. We process them centrally, so quality and data stay consistent everywhere.

What does a good franchise location page contain?

A good location page contains the name, address, phone number and opening hours, the team and owner with a photo, services and specialisations, directions, parking and accessibility, reviews, a local FAQ and LocalBusiness schema with its own @id. Only swapping the town name backfires; the page needs genuine local content.

Why is a link to the homepage not enough for a Google Business Profile?

Because Google then misses the local context. A dedicated location page tells search engines and AI exactly who, what and where: this location in this town, with these services, opening hours and people. The profile gets a reliable source, and AI assistants get facts they can cite.

Which mistakes are common on chains' location pages?

Common mistakes are opening hours that differ from the Google Business Profile, one central phone number for every location, pages that exist only as a pop-up on a map, no schema markup with its own @id, and closed locations still online. We fix these in the first month and then monitor them monthly.

Which technical requirements do your location pages meet?

Our location pages achieve a mobile PageSpeed score of 90 or higher, are readable without JavaScript and use LocalBusiness schema or the correct subtype with address, geo coordinates and opening hours. They get internal links to services and nearby locations and are included in the XML and HTML sitemaps. The data comes from one source.

Which package includes location pages?

Local landing pages are included as standard in the Full service package at €400 per location per month, excluding VAT. In it we build the location pages, write the local copy with input from the franchisee and keep the details up to date. To see how your locations are doing first, start with a free scan of three locations.

Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author

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