The location page is the most underrated asset on a clinic website. It is the page that anchors an office to a place, the page your Business Profile should link to, and the page an assistant reads when it needs your address. Most practices either do not have one or have a thin page listing an address and a map.
One page per office, always
Every staffed office gets its own page at its own URL. Not a single locations page listing all of them, and not the homepage doing double duty.
The reason is specificity. A page covering four offices is not clearly about any of them, so it cannot be matched confidently to a place. Four pages, each about one office, each linked from that office Business Profile, give every location a distinct anchor.
What has to be on it
Written as text on the page, not baked into an image:
- Practice name and the office identifier, matching your canonical record.
- Full address including suite, formatted exactly as everywhere else.
- The canonical phone number for that office, click-to-call on mobile.
- Hours, and holiday exceptions.
- An embedded map plus a link that opens directions.
- Parking and entrance instructions. Which door, which floor, where to park, what the building looks like.
- Which treatments are available at this office, since this often differs between locations.
- Which clinicians work here, linked to their bios.
- Accepted insurance and self-pay information.
- Accessibility details.
- Photos of the exterior, entrance, and interior.
- A clear next step: call, or request an appointment.
- MedicalClinic structured data for this office only.
The part everyone omits
Arrival instructions. It feels too mundane to write, and it is the most valuable content on the page.
A patient attending an interventional appointment is often anxious, sometimes travelling further than usual, and frequently arriving somewhere unfamiliar. Telling them plainly which entrance to use, where to park, what the signage looks like, and which floor to go to reduces late arrivals and pre-appointment stress. It also happens to be exactly the specific, local, factual content that search engines find useful.
Write it as if directing a friend who has never been. Mention the building name, the neighbouring landmark, the lift, the suite number on the door.
Avoiding duplicate pages
The multi-location trap: build one template, swap the city name, publish four near-identical pages. Engines recognise this and it dilutes all four.
Make each page genuinely different:
- Real arrival and parking detail, which is inherently unique.
- The actual clinicians at that office.
- The treatments actually offered there.
- Photos of that specific building.
- Anything locally true, such as public transport access.
Never write filler paragraphs about the city itself to bulk out the page. Neighbourhood padding is transparent and adds nothing for the patient.
Consistency requirements
This page must agree exactly with your canonical record and your Business Profile: same name, same suite formatting, same phone, same hours. A mismatch between your own website and your own profile is a self-inflicted resolution problem, and it is surprisingly common after a phone system change.
URL and linking
- Use a simple, stable URL pattern, such as a locations path plus the city or office name.
- Link the page from your main navigation and your locations index.
- Point the office Business Profile website field at this page, not the homepage.
- Link from treatment pages to the offices where that treatment is available.
- Redirect the URL if it ever changes, and never let it 404.
Treatment pages are next, and they carry the compliance load.