Businesses with several locations, whether a family firm with three branches, a regional chain or a national franchise, face a website problem that single-site businesses do not: each location needs to be found locally, but the brand needs to stay consistent. Get the structure wrong and you end up with thin, duplicated branch pages that do not rank, or a patchwork of franchisee sites that look nothing like each other.
This guide covers how to structure a multi-location business website, what each location page needs, how to manage local content without losing brand control, and what it costs.
One site, not many
For most multi-location businesses, one website with a page (or small section) for each location works better than separate sites for each branch. One site builds authority in search, keeps the brand consistent, and is far cheaper to maintain. Each location page can still rank for local searches if it is genuinely useful and specific.
Separate sites sometimes make sense, for example where locations trade under different brands or serve different markets, or where franchisees are contractually entitled to their own. Even then, a central brand site linking to them keeps things coherent.
What each location page needs
| Element | Why it matters |
|---|---|
| Name, address and phone | Exactly as on the branch’s Google Business Profile, so search engines connect the two. |
| Opening hours | Including bank holidays and any local variations, editable by the branch. |
| Services at this branch | Which services, products or specialists are available here, since they often differ. |
| Local team | The manager and team with photos, which makes the page unique and builds trust. |
| Directions and parking | Landmarks, parking, public transport and accessibility for that site. |
| Local reviews and news | Reviews from customers of this branch, and local events or offers. |
| Booking or enquiry | A form or booking link that goes to the right branch. |
Avoid thin, duplicated location pages
The most common mistake is creating location pages that are identical apart from the town name. Search engines treat these as low-value, and customers learn nothing from them. Google’s spam policies specifically warn against doorway pages created to rank for similar searches that lead users to substantially the same content.
Make each page genuinely specific: the team, the building, the local area, the services available there, directions, reviews from that branch, and news or events. A branch page with a real photo of the shop front, the manager’s name and notes on parking is more useful and more likely to rank than a template with the town name swapped in.
Google Business Profiles and local search
Each physical location that serves customers should have its own Google Business Profile, verified and managed centrally or by the branch with clear responsibility. The profile should link to that location’s page on your website, not to the homepage. Names, addresses and phone numbers should match exactly between the profile, the website and major directories.
Structured data (LocalBusiness schema) on each location page helps search engines understand the relationship between the brand and its branches. A store or branch locator, with a map and search by postcode, helps customers find their nearest location, but make sure each location also has a normal, crawlable page, not just a result inside a map widget.
Brand control and local editing
Local managers and franchisees know their customers and want to post local news, offers and events. The brand team wants consistency. The answer is a site where the brand controls the design, templates and core content, and local editors can update specific fields such as hours, team, news and offers for their own location only.
Set clear rules: what local teams can change, what needs approval, and who is responsible for keeping each page current. An out-of-date branch page reflects on the whole brand.
Franchise businesses: recruitment and disclosure
Franchisors usually need a franchise recruitment section as well as a customer-facing site: what the opportunity is, the investment required, support provided, territories available, and how to apply. Be accurate about earnings: statements about potential income must not mislead, and prospective franchisees will rely on them.
The UK has no franchise-specific legislation, but general consumer and contract law, advertising rules and, where relevant, competition law apply. Members of the British Franchise Association follow its code of ethics, and many prospective franchisees look for membership as a trust signal. Show it if you hold it.
Franchise agreements should state who owns the domain, the website content, the Google Business Profiles and the customer data. Settle this before launch, because disputes are much harder to resolve after a franchisee leaves.
Structure, URLs and navigation
A clear structure helps both customers and search engines. A common pattern is a locations hub page listing every branch, with a map and postcode search, and a page for each location at a simple, consistent address such as /locations/exeter. Where services vary by branch, link each service page to the branches that offer it, and each branch page to its services.
Keep the main navigation focused on what customers want to do: find a branch, book, see services. Put the branch finder in the header on every page, since many visitors arrive wanting their nearest location. On mobile, offer a clear “find my nearest” button that uses the visitor’s location only with their permission, rather than guessing it.
If you add or close locations, handle it properly. A closed branch page should redirect to the nearest open branch or the locations hub rather than showing an error, and its Google Business Profile should be marked as permanently closed.
What a multi-location website costs
Costs scale with the number of locations and the complexity of local editing, booking and integrations. A small group with a handful of branches might spend £3,000 to £10,000 with a studio or freelancer. National multi-location and franchise sites built by agencies commonly cost £15,000 to £75,000 or more, with ongoing fees for local listings management and SEO.
Multi-location and franchise websites are exactly what our Pro plan is for: £6,950 plus £299/month for a site designed from scratch, with unlimited pages, a page and Google profile for every branch, local editing, booking or ordering where needed, integrations with your systems, ongoing SEO and a monthly strategy call. Nerdsharks works with businesses of every size, from a family firm with two shops to a national franchise network.