Short answer
A local landing page is a page on your website written for patients in a particular area. It tells them where your practice is, how to reach it from their neighbourhood, when you are open and which treatments you offer, with details that only apply to that place. Done well, it helps people searching nearby. Done badly, as copies with the town name swapped, it can count as spam under Google’s policies.
Why local pages matter for dental practices
For many patients, a practice they can reach easily from home, work or school is a practical requirement. When someone searches for a dentist, Google tries to show results that are relevant and close. Your Google Business Profile does much of the work on Maps. Your website supports it by giving search engines and patients clear, specific information about where you are and who you serve.
A good local page also helps patients who already found you. It answers practical questions: where to park, which bus stops nearby, whether the building has a ramp or elevator, and which entrance to use.
What makes a local page useful
We build each local page around facts that only apply to that place.
- The full address, a map link and directions from nearby landmarks or transit lines.
- Parking and accessibility details for the building.
- Hours, including evening or weekend availability.
- The dentists and hygienists who work at that location, with their registration categories shown accurately.
- The treatments offered at that location, linked to the main treatment pages.
- Languages spoken by the team, if that helps patients in the area.
- A clear path to the appointment request form.
What we avoid
Google’s spam policies describe doorway abuse as sites or pages “created to rank for specific, similar search queries” that lead users to intermediate pages that are not as useful as the final destination. One of Google’s examples is “having multiple domain names or pages targeted at specific regions or cities that funnel users to one page”.1 A set of pages that differ only by town name fits that description.
We do not create pages for places where we cannot say something specific and true. We also do not add fake addresses. Google’s Business Profile guidelines say that a location which only rents a mailing address, without operating there, is not eligible for a Business Profile.2 Pretending to have an office somewhere breaks those rules and can mislead patients.
Local pages in Quebec
If your practice operates in Quebec, the Charter of the French Language applies. Éducaloi, a legal information organization, explains that enterprises operating in Quebec must make their websites available in French unless an exception applies, and may offer other languages as long as a French version of comparable quality is available.3 We plan French and English local pages together so both are complete. See our guide to French-language website requirements in Quebec.
How we write them
We start with a short questionnaire about each area: which neighbourhoods patients come from, how they travel, what is nearby and what the front desk hears most often from new patients in that area. We combine that with the treatments and team at the location. The result is a page that reads like it was written by someone who knows the place, because it was based on information from people who do.
Each page gets its own title, description and structured data that points to the practice. Pages link to each other only where it helps a patient, for example from a neighbourhood page to the nearest location page.
When a single page is enough
Many practices need only one strong location page plus a well-maintained Business Profile. If your patients mostly come from the immediate area, we will say so in the plan rather than sell you pages you do not need. Practices with several clinics need something different, covered in multi-location websites.
What you receive
- A short area questionnaire for each proposed page.
- A recommendation on how many local pages make sense, with reasons.
- Written, edited and approved local pages with directions, hours, team and services.
- Structured data and internal links for each page.
- Notes for keeping your Google Business Profile consistent with the website.
Keeping local pages current
Local pages go out of date quietly. Hours change, a dentist moves to another location, a bus route is cancelled or the building adds an elevator. We include a short checklist in the handover so your team can review each local page every few months, alongside the matching Business Profile. Accurate pages serve patients better than a larger number of stale ones.
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Get a Free PlanFrequently asked questions
How many local pages should a practice have?
As many as you can make genuinely useful, and no more. One strong page for the area your practice is in is better than ten pages that swap a town name. A practice that truly draws from two or three nearby communities can justify a page for each if it can say something specific about each one.
Can I have a page for a town where I have no office?
You can, if the page is honest about where you are and why people from that town might come to you, such as a direct transit route or a short drive. A page that pretends you have an office there misleads patients and conflicts with Google’s rules.
Do local pages replace a Google Business Profile?
No. They work together. Your Business Profile represents the physical practice on Google Maps. Local pages on your website give more detail and link to your booking flow.
Sources
- Google Search Central: Spam policies for Google web search Google documentation
- Google Business Profile Help: Guidelines for representing your business on Google Google documentation
- Éducaloi: Language legislation, does your website comply? Secondary source (legal information non-profit)
Checked on 29 October 2026. Rules change, so confirm the current version with the regulator before you publish.
