Location pages are the pages on the franchise brand's website that focus on one location: address, opening hours, offering, reviews and directions. Together with a store locator, they bridge the gap between a search and a visit. We build them with unique copy and LocalBusiness schema per location, so search engines and AI assistants recognise each location as a separate place.
Why does every franchise location need its own page?
A Google Business Profile links to a website. If that profile points to the franchise brand's homepage, visitors have to search for the right address themselves. A dedicated page per location solves that and gives search engines a clear place to link the location to.
For franchise brands with many locations, that adds up quickly. A food franchise brand has 66 locations on average, a care franchise brand 58 (calculation based on NFV statistics 2025). Every location without a good page is a missed opportunity in local search results, especially for near me searches.
Which elements does a good location page contain?
We work with a fixed template, but fill it in differently for each location. The template ensures speed and consistency; the local content ensures relevance.
| Building block | Why | How we measure it |
|---|---|---|
| Unique copy | Prevents near-identical pages that crowd each other out | Overlap measurement between location pages |
| NAP and opening hours | Must match all profiles exactly | Automatic comparison with Google, Apple and Bing |
| LocalBusiness schema with its own @id | Makes the location recognisable as a separate entity | Validation with the Rich Results Test |
| Reviews and own photos | Provide proof from the location itself | Number and recency per page |
| Directions, calling and WhatsApp | Shortens the step to contact | Button clicks per location |
Unique copy without copy-and-paste
AI helps us draft a description per location based on facts supplied by the franchisee: neighbourhood, accessibility, team and specialities. An editor checks it and rewrites where needed. We then measure the overlap between pages to prevent duplicate text.
Schema as a business card for machines
Every page gets structured data with name, address, phone number, opening hours, geo-coordinates and its own @id that refers to the franchise brand as an organisation. This creates a small knowledge graph of the franchise brand and its locations.
How do we set up a store locator for franchise chains?
A store locator is the overview in which visitors find the nearest location. Many locators load a map with JavaScript and only show the addresses after a click. Search engines then see very little. We build the locator so that every location is also present as a normal link in the HTML, with an overview per province or town.
| Feature | Map-only locator | Locator as we build it |
|---|---|---|
| Locations as links | Only after searching or clicking | Immediately visible in the HTML |
| Loading time on mobile | Often slow because of map scripts | Map only loads when the visitor asks for it |
| Structure | One long list | Per province and town |
| Link with profiles | Not present | Every location links to its page and profiles |
Work together on measurable results, not on an annual contract. Start with the free visibility scan.
How do location pages work together with other channels?
The page is the end point of almost every local channel. The Business Profile from findability per location in Google Maps links to it, as do the listings in Apple Maps and Bing Places. Measurable advertising campaigns also land on the right location's page. And for organic visibility in Google, the structure from franchise brand to town to location forms the backbone of the site.
Which mistakes do franchise chains often make with location pages?
The best-known mistake is the same text with only a different town name. Search engines see those pages as near-identical and then often show only a few of them. Other mistakes: opening hours that differ from the Business Profile, closed locations that are still online and pages that cannot be reached from the menu. If you want to check how a location is doing yourself, use a local SEO checklist per location.
Fictional example: location pages for forty locations
A fictional care franchise brand has forty locations and one general contact page. In a pilot we first build ten pages, measure for three months and then roll out.
| Stage | What happens | What you measure |
|---|---|---|
| Scan | NAP, profiles and existing pages compared side by side per location | Discrepancies and missing pages |
| Pilot | Ten location pages live, linked to profiles | Visits, clicks to call and directions |
| Roll-out | The remaining thirty pages and the store locator | Indexing and overlap between pages |
| Optimisation | Monthly updates to copy, photos and reviews | Progress per location in the dashboard |
What do location pages cost for a franchise brand?
Local landing pages are included in the Full service package, together with GEO, review management and profile management. The one-off build of a store locator or the conversion of an existing site is priced in advance in a fixed quote. You will find all amounts on our pricing page and the overview of channels at every franchise marketing service.
What does a location outside the Google Maps top 3 cost you?
This calculation uses Dutch figures instead of American click-through rates. The average revenue per franchise location comes from the Dutch Franchise Association (NFV) statistics, reference year 2025. Nobody can say in advance exactly how much revenue a location loses without a top position in Google Maps, with a Google Business Profile that is not in order, or without proper review management. So you calculate a scenario per cause: a few percent of revenue going to a more visible competitor. Add them up and you see the combined cost.
| Sector | Revenue per location per year | 1% revenue missed | 3% revenue missed | Growth package (€4,800 a year) as share of revenue |
|---|---|---|---|---|
| All sectors (average) | €1,445,000 | €14,450 | €43,350 | 0.33% |
| Services | €480,000 | €4,800 | €14,400 | 1% |
| Hospitality | €1,230,000 | €12,300 | €36,900 | 0.39% |
| Health care | €1,270,000 | €12,700 | €38,100 | 0.38% |
| Non-food retail | €1,750,000 | €17,500 | €52,500 | 0.27% |
| Food retail | €2,910,000 | €29,100 | €87,300 | 0.16% |
| Other brands | €680,000 | €6,800 | €20,400 | 0.71% |
- 6 of the 100 largest Dutch franchise chains reply to a Google review within 24 hours; the average response time is 6.8 days and 90% has no demonstrable review management process.
- Only 40% of the 500 Google Business Profiles examined is fully completed.
- In the measurement one review was viewed around 15,000 times on average: an unanswered complaint stays visible to thousands of people.
- 42% of consumers would rather not do business with a company that never replies to reviews (BrightLocal 2026).
Sources: NFV Franchise Statistics, reference year 2025 (34,937 locations, €50.5 billion revenue); Local SEO Franchise Benchmark 2026 (100 largest chains, 500 profiles); sector model on franchiseseo.nl (in Dutch). The percentages are scenarios you choose, not a measurement or a promise. We do not promise rankings or revenue.
Questions about location pages and store locators
Does every location really need its own page on the website?
How do you prevent duplicate content on location pages?
Which schema do you use on a location page?
Does a store locator work on mobile without a slow map?
Can you build location pages in our own CMS?
What happens to the page when a location closes or moves?
May the franchisee add content to the location page?
Do location pages help with visibility in AI assistants?
How long does it take to build location pages for a chain?
Which figures will I see for my location pages?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Request the free visibility scan and see which locations do not yet have their own page.