Your business has a postcode, not a premises. Highbury Fields is a park, not a place to put a sign.

Highbury Fields

The largest open space in Islington is a workplace with no address to put on a website.

Highbury Fields is a park, not a shopping street, and any honest page about it has to say so first. It covers 11.75 hectares (29 acres), running from Highbury Corner north almost to Highbury Barn, with Highbury Place, Highbury Terrace and Highbury Crescent along its edges and Highbury Pool, reopened after refurbishment in January 2007, tennis courts and a children's playground inside it. There's no retail frontage anywhere on the grass itself.

What genuinely trades here is the outdoor economy that uses the park as its premises: personal trainers and bootcamp instructors, running and tennis coaches, dog walkers and dog trainers, sports therapists and physiotherapists working outdoors, and children's activity providers running sessions on the grass, alongside the household and property trades working on the listed terraces at Highbury Place and Highbury Terrace. None of them has a shopfront. There's no window to look through, no sign to walk past, and no door to knock on before booking – the park is free and open to anyone, so there's nothing physical marking out where the business actually is.

That's the hardest version of a local search problem: a customer has to decide to trust you, book you and turn up to a specific patch of open grass, entirely on the strength of a website. Which gate - the Highbury Corner end or the one up towards Highbury Place - what time, what a first session involves, what it costs, whether you're insured and qualified, what happens when it rains, and what other people who've booked the same session thought. Answer that properly on the site and the absence of a premises stops being a weakness. Leave it out and there's genuinely nothing else to find you by.