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One business, one set of details

Your name, address and phone number are how software works out that a mention of you somewhere else is the same business as the one on your website. That recognition is built on the details matching. When your own footer and contact page show different numbers, you have weakened the one thing that was doing the connecting — and you have also left a visitor wondering which one is current.

Local Medium at worst 2 findings covered

Medium

No street address on the site

What SEOPert detected

No postal address was found on any page we checked.

What this means

The address tells a customer whether you are near enough to bother with, and it is one of the main things search engines use to connect your website to your business listing.

How to fix it

  1. Put the full address in the footer of every page.
  2. If you go to customers rather than the other way round, say which areas you cover instead — “serving Leeds, Bradford and Wakefield” — so it is clear you are local without publishing a home address.
  3. Make it match your Google Business Profile exactly, down to the abbreviations.
On WordPress
  1. Appearance → Customize → Widgets, or Site Editor → Footer, and add a text block with the address.
On Shopify, Wix, Squarespace and Webflow
  1. Add a text element to the footer in the editor, then publish. Most platforms also have a business-info setting that fills it in everywhere at once.

If you are handing this to a developer

Render the address in the footer partial and mirror it in the LocalBusiness JSON-LD as a PostalAddress.

Check it worked. Open any page and look at the footer: the full address should be there, or a clear link to a contact page that has it.

Medium

More than one phone number across the pages

What SEOPert detected

More than one phone number appears across the pages we checked.

What this means

Search engines use your name, address and phone number together to work out that a mention somewhere else is the same business as you. When your own site shows two different numbers, that recognition gets weaker — and a visitor cannot tell which one is current.

How to fix it

  1. Decide which number is the real one for customers.
  2. Search your site for the others and replace them — old numbers usually survive in the footer, on a contact page, and inside an image nobody has re-exported.
  3. If you genuinely have several locations, give each its own page with its own address and number, rather than listing them all on every page.
  4. Check the number matches your Google Business Profile and any directory listings.
On WordPress
  1. Use a search-and-replace plugin to find the old number across posts, pages and widgets. Take a backup first.
  2. Check Appearance → Widgets and your theme’s contact settings separately — these are not always included in a content search.

If you are handing this to a developer

Move the number to one template partial or config value and reference it everywhere, so it cannot drift again.

Check it worked. Search your own site for each old number and replace it. Re-run your audit: only one number should be listed.

Spot the listing that does not match A 30-second exercise. One line is the problem — see whether you would catch it.

Guides

Guides that cover this

Related

Read next

The phone number, and whether anyone can tap it Local Can somebody tell whether you are open? Local Stating your details in a form software can read Local The town, where people read it first Local

Check your own site

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