Contacts on a White Page: What to Include and Why They Must Match Everywhere

Contacts are the dullest part of a site and one of the most common places for mismatches. One email in the footer, another in the privacy policy, a third on the Contact page. A phone number with one country's code and an address from another. To a visitor it looks odd; to an ad review it's a reason to doubt whose business this is.

What the rules say

• Google's misrepresentation policy bans omitting material information about yourself and giving an inaccurate business name. The name must "clearly represent" the advertised business.
• Meta advises that the brand name, contacts and address on the site match your business details; more in our breakdown of Meta landing page requirements.
• The visitor. A contact page with real ways to get in touch is one of the simplest signs of a genuine business.

Neither network dictates a format, but both expect business information to be accurate and consistent with itself.

What to include

The minimum for most sites:

1. The business name, written identically everywhere: header, footer, policy, terms and form.
2. An email you actually read.
3. A phone number in the target GEO's format (country code, the usual digit grouping).
4. An address in the country's format: element order and postcodes differ from country to country.
5. Opening hours, if they suit the business.
6. A contact form with a clear success message.

The address and phone should be ones you're prepared to stand behind: don't use another company's name or address.

Contacts per GEO

The same number looks different in different countries: +49 30 1234 5678 in Germany, (415) 555-0192 in the US. So does an address: English-speaking countries put the house number first, many European ones put the street first. If the site is in German and the phone is in US format, it shows immediately.

In WhiteCraft you can enter the contacts yourself in the order's advanced settings. If you leave the fields empty, the email, phone and address are generated to fit the chosen GEO. If you have real details, it's better to enter them.

Common mistakes

• Different emails on different pages (one in the mailto: link, another in the text).
• Several phone numbers for no reason.
• A phone and an address from different countries.
• The business name written differently: with and without the legal form, or with a typo.
• Contacts only in the footer, with no dedicated page.
• A form that gives no response: nothing happens after submitting.
• An address with no postcode, or with one in another format.

How to check

Open the site and walk through the pages: home, contact, policy, terms, cookie policy. Write down the name, email, phone and address from each. They should match letter for letter.

WhiteCraft's health score automates this: it compares the emails from mailto: links and visible text, and the phones from tel: links, against the business contact details. A mismatch shows as an error; if there's nothing to compare against but the pages carry different values, it shows as a warning. The other checks are described on the features page.

What the tool can't check: that the phone is answered and the mail is read. That part is yours.

Checklist

• The business name is identical everywhere
• One email, one phone (or each with a clear reason)
• Phone and address in the target GEO's format
• A contact page plus a form with a clear response after submitting
• Contacts in the policy, terms and footer match the contact page
• You can answer an email and a call

The general pre-launch list is in the white page checklist, and all the rejection reasons are in why a white page gets rejected.