New Location Expansion Playbook

Who this is for

Local businesses opening an additional branch, clinic, studio or shop.

Before you start

• Confirmed details for the new location: address, hours, services, staff and booking.
• A clear view of which services differ between locations.
• Local knowledge from the people who will work at the new site.
• Separate business listings for each location.

Step 1

Plan shared and local content

Separate what is the same everywhere from what is local.

1. 01List the content that applies to every location: services, policies, guides.
2. 02List what is specific to the new location: team, access, parking, local services, events.
3. 03Decide the location page structure and the information each must contain.
4. 04Plan how visitors choose a location from the main site.

Step 2

Create real local pages

Write pages that would only make sense for this location.

1. 01Write the new location page with its own team, directions, access and opening details.
2. 02Describe any service differences between locations plainly.
3. 03Write local articles only where there is genuinely local information to share.
4. 04Keep shared guides in one place and link to them from each location page.

Step 3

Publish and connect

Make both locations easy to find and to tell apart.

1. 01Publish the location page before opening, linked from a location chooser.
2. 02Update shared pages to mention the new location where relevant.
3. 03Keep each location’s details identical on the website and its own listing.
4. 04Announce the opening with a link to the new location page.

Step 4

Measure by location

Track each location separately.

1. 01Track enquiries and bookings by location.
2. 02Check in your search console whether searches mentioning the new area reach its page.
3. 03Update the location page as the team and services settle.
4. 04Merge or remove local articles that turn out to say nothing local.

Common pitfalls

• Location pages that differ only by the town name.
• Listings for the new location that point to the first location’s page.
• Shared content duplicated on every location page instead of linked.

Where Opus Rank helps

Tutorials for the parts of this plan you can do in Opus Rank.

• Content language and region

  Set the region for content written for each area.

• Add internal links

  Link location pages to the shared guides.

• Publish an article to your CMS

  Send each location page to your website through a connected CMS.

Related playbooks

• Home Services Launch Playbook
• Restaurant Opening Playbook
• Real Estate Agent Launch Playbook