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Do You Need a Web Page for Each Location?
Yes, and for a precise reason. Your Google Business Profile is where customers find you. Your location page is the only place where you write everything. Both have to give the same facts.
On the website of a company with several addresses, locations are often grouped in one place, in a list or on a map, what is called a store locator. A web page for each location means one step further: a separate web address for each one, with its own content.
On Google’s side, a profile often already exists for each of those addresses, sometimes without anyone in the company having claimed it. The question is therefore what a page on your own site adds to a profile Google already displays.
What does a location page do that the Google Business Profile does not?
The profile is what Google displays on the map and in local results. That is where the customer finds you, often without ever visiting your site. But you only write part of its content: Google adds attributes based on what customers report to it, editorial summaries of its own, and themes taken from your reviews.
Read: Who Fills In Your Google Business Profile Attributes?
The location page, on the other hand, belongs to you entirely. It carries what the profile cannot: the detail of the services at that address, the photos you choose, the explanations, the vocabulary of its market. And it is where the customer lands when clicking the link on your profile.
The two feed each other. A company with only the profile lets Google decide what is displayed. A company with only the page stays invisible where customers search.
What should a location page contain?
Seven elements. The first four have to be identical to what the Google Business Profile of the same location says.
- The exact name of the location, written as it appears on its profile.
- The full address, and a link that opens directions.
- The phone number of that location, rather than the head office number.
- The opening hours, including special hours for public holidays.
- The services offered at that address, when they differ from one location to the next.
- Photos taken at that address.
- What is true of that address only: the parking, the entrance, the drive-through, the shopping centre it sits in, the landmark that makes it easy to find.
The seventh one often worries companies whose promise is precisely to offer the same service everywhere. The distinction is simple. What has to stay identical is the offer and the tone. What differs is access to the place. Two locations can promise exactly the same quality without having the same parking, the same entrance, or the same landmark on the corner.
Two sentences per location are enough, drawn from what you already know about each address. That information already sits in your operations records.
Where should the website link on your Google Business Profile point?
To the location page, rather than to the home page. It is the quickest correction to make and one of the most often overlooked.
Someone clicking that link from a location’s profile is looking for that location. Sending them to the home page forces them to start their search over, when they were already in the right place. For a company with several locations, that means as many distinct links as there are profiles.
Do similar location pages hurt your search results?
Google does not punish pages that look alike. When several pages are very similar, it keeps one and treats it as representing the others. Your pages do not disappear, but only one of them shows. That grouping is what you want to avoid.
What to do:
- A title and a description of its own for each page, carrying the name and the city of the location.
- The same facts as the Google Business Profile: name, address, phone number, opening hours.
- One page for each address where customers show up.
What to avoid:
- The same title on all your pages. It is the most common cause of grouping, and the easiest to correct.
- A page for a city where you have no establishment. It is the only case Google’s policies really penalize.
- Removing the page of a closed location overnight.
Handling of duplicate pages and spam policies: Google Search Central documentation, consulted 19 October 2026.
Should the page carry schema.org markup?
Local business markup tells the machine that this page and this profile describe the same business. The name and the address are required, the opening hours and the phone number are recommended, and Google asks that each establishment be described separately.
Two things to know before investing time in it. Google attributes no ranking effect to it, and does not guarantee that rich results will appear. And writing it by hand on forty pages, then correcting it at every change of hours, is not realistic: it has to be generated from the same data that fills the page.
Required and recommended properties, definition of each establishment and absence of any display guarantee: Google for Developers documentation on local business structured data, consulted 19 October 2026.
