Marketing & search · Practice guide

Give each clinic location page a local fact owner

Illustrative situation

A central team manages six location pages, but local opening-hour changes arrive through informal messages and are sometimes missed. Local staff often know a fact changed before the central website team does. Give each location an owner and a straightforward route for submitting updates. Tie responsibility to a maintained role so it survives staff changes.

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What this means for your practice

Assign a local fact owner and a central publishing process for every location. Make ownership survive staff changes by linking it to a maintained role.

An example to discuss with your team

Simulate a local opening-hours change while the usual publisher is absent and trace it through the substitute process.

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What to discuss with your agency

Simulate revised opening hours while the usual publisher is absent. Can the substitute receive, check and publish the change, and can the local owner confirm the result? Ask the agency to show outstanding requests. The useful process closes when the public information is correct, not when an email was sent.

Put the brief into practice

Give each location a responsible role for confirming local facts and a reliable route into the central publishing process. Local ownership does not require every manager to edit the website, but it should make clear who verifies a change. Agree what information a request needs, including the effective date and any related services or documents. Name cover for both the local fact owner and publisher. Ask the agency to demonstrate an opening-hours change while the usual people are away, following it through to local confirmation of the public result.

Keep pending requests visible so a submitted update is not mistaken for a completed one. Review pages without a current owner when staff responsibilities change. A central template can support consistency while still requiring local verification. The useful process makes location information dependable without relying on informal messages reaching the right person at the right moment.

How to check the result

Track overdue location changes and pages without a current fact owner.

Turn reading into a next step

Your action checklist

Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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Further reading

These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.

Related guides

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