One practice, several buildings. It sounds like a small complication and it is actually the decision that shapes the entire site, because it determines what a patient sees when they arrive from a search for a service near where they live.

The mistake: one address in the footer

The most common approach is a single site with the head office address in the footer and a "Locations" page listing the others. This fails in two directions.

For patients, every route through the site leads to generic information, and the branch-specific details they need are buried on one page. For search, you have effectively told Google that your organisation exists at one address, so a search for your service in the neighbourhood of your second branch finds nothing of yours.

The structure that works

Give every branch its own page, at its own address on the site, and treat that page as a small homepage for that location. Each one carries:

  • The branch name in a form patients use, usually including the area.
  • Its own full address, with a map centred on that building and directions described in local terms, including landmarks. In Nigerian cities a landmark is often more useful than a street number.
  • Its own opening hours, which frequently differ between branches.
  • The services available at that branch, which is the thing patients most need and most often cannot find. If the CT scanner is only at one site, that page should say so and the others should say where to go.
  • The clinicians who consult there, and on which days.
  • Its own contact route.
  • Its own structured data, so search engines can register each branch as a distinct place.

Each branch needs its own Google listing

This is the part that produces most of the benefit and is most often skipped. Every physical location that patients can visit should have its own Google Business Profile, verified separately, with its own hours, photographs and reviews. Linked, where possible, to that branch's page rather than the homepage.

Done properly, a patient searching for your service in their area finds the branch nearest them rather than your head office across the city.

Keep the shared things shared

Not everything should be duplicated. Your clinical standards, your privacy policy, your history, your HMO arrangements and your general service explanations belong once, centrally, linked from every branch. Duplicating that text across five branch pages creates maintenance work and gives search engines five near-identical pages to choose between, which helps nobody.

The rule of thumb: anything that varies by building lives on the branch page. Anything that is true of the organisation lives once.

Make the choice obvious

A visitor arriving on your homepage should be able to pick their location immediately, and the site should remember or at least not keep asking. Nothing frustrates a returning patient more than navigating past a location chooser on every visit.