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Merge Tokens

Type a token into any field and the published site fills it in from Settings. Full site and location token reference, how unset values behave, and how tokens work in SEO fields.

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A merge token is a placeholder you type into a field. On the published site it is replaced with the real value from the site's Settings.

Type {{site.phone}} into a heading, a paragraph, a button label, or a link, and every place you typed it shows the phone number from Settings. Change the number once in Settings, republish, and every page is right. This is how a template pack fills itself in for a new client instead of shipping placeholder text you have to hunt down.

Tokens work in page content, in the header, in the footer, and in SEO titles and descriptions.

Where Tokens Resolve#

SurfaceBehavior
The published siteThe token is replaced with the real value
SEO title and description, social cards, structured data, llms.txtReplaced, in the same pass
The builder canvas and previewYou still see the literal {{site.phone}}

Seeing the literal token in the builder is deliberate. It tells you the field is token-driven rather than typed-in, and it makes an unfilled value obvious while you are working rather than after you publish.

Site Tokens#

These come from Settings. They are the same for every page on the site.

TokenField in Settings
{{site.name}}Site name
{{site.tagline}}Tagline
{{site.phone}}Phone
{{site.phoneLabel}}Phone label
{{site.phone2}}Second phone
{{site.phone2Label}}Second phone label
{{site.email}}Email
{{site.address}}Address
{{site.state}}Legal state
{{site.footerText}}Footer text
{{site.ctaHeading}}Call-to-action heading
{{site.ctaSubtext}}Call-to-action subtext
{{site.ctaLabel}}Call-to-action button label
{{site.ctaUrl}}Call-to-action button link
{{site.reviewsText}}Reviews text
{{site.specialOffersLabel}}Special offers label
{{site.specialOffersHref}}Special offers link

{{footer.text}} is accepted as another spelling of {{site.footerText}}.

TokenPlatform
{{site.social.facebook}}Facebook
{{site.social.instagram}}Instagram
{{site.social.linkedin}}LinkedIn
{{site.social.youtube}}YouTube
{{site.social.twitter}}X / Twitter
{{site.social.googleBusinessProfile}}Google Business Profile

Location Tokens#

A site can have several locations. Location tokens come from the Locations list in Settings.

TokenField
{{location.name}}Location name
{{location.phone}}Phone
{{location.email}}Email
{{location.address}}Street address
{{location.city}}City
{{location.state}}State
{{location.gbpUrl}}Google Business Profile link

Social links follow the same shape: {{location.social.facebook}}, .instagram, .linkedin, .youtube, .twitter.

A location has no social.googleBusinessProfile. Use {{location.gbpUrl}}, which is a field on the location itself.

Which Location Does a Bare Token Mean?#

{{location.phone}} resolves in this order:

  1. The location the section is bound to, if it is bound to one
  2. Otherwise the location the page is set to
  3. Otherwise your primary location

That is what lets one template serve a single-location business and a multi-location one without editing the content. See Smart Locations.

Naming a Specific Location#

To always mean one particular location regardless of context, address it by position:

  • {{location.1.phone}} - the primary location's phone
  • {{location.2.phone}} - the second location's phone

Positions are 1-based and follow the order Settings lists them in: primary first, then your sort order. {{location.1.*}} is the primary location on every site, which is what makes an ordinal safe to ship inside a template pack.

Page Tokens#

  • {{page.updated}} - the date the page was last updated, formatted for display.

When a Value Is Not Set#

An unset field publishes as blank. If {{site.tagline}} has no tagline behind it, the published page shows nothing there, not the raw token. A half-filled site looks unfinished rather than broken.

A token that does not exist stays visible. Type {{site.facebok}} and it publishes as literal text, exactly as written. This is deliberate: a typo you can see is a typo you can fix, whereas a typo that silently blanked would just look like an empty field forever. The platform's content checks flag unknown tokens too, including ones buried inside a link or an image attribute where you would not spot them by reading the page.

The two rules together mean: blank means "you have not filled that in yet", visible curly braces mean "that token is wrong".

{{site.url}} is not a token. There is no such field. If you have it in a page it will publish as literal text. Link to your own pages with the internal-link picker instead.

Multi-Line Fields#

Address and Footer text are multi-line boxes in Settings. When they resolve into a line of prose, the line breaks become , so the sentence reads properly. Used on their own in a footer block they keep their shape.

Tokens in SEO Fields#

Tokens work in a page or post's SEO title and description, and in the meta templates in Settings, so a whole pack of pages can carry {{site.name}} in its titles and fill in per client.

In the editor's SEO preview, a token with a value behind it resolves so you can see the real title, while an unset one stays visible so you can spot what still needs filling in.

Location tokens in an SEO field fall back rather than resolving per page. Keep location tokens in page content, where the binding rules above apply.

Template Packs#

The template packs ship with tokens already in place, in footers, NAP blocks, taglines, and calls to action. Import a pack, fill in Settings, and the site reads as that client's rather than as a template with someone else's details in it.

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