August 1, 2022
Tell me if this sounds familiar: You have a client lead who’s interested in working with you, but has some questions about your offering or your business. You want to answer their questions, but you don’t know where to send them! Your content and information are spread throughout multiple websites! Maybe these scenarios ring a bell?
This can be really draining on your business because you’re losing potential clients by not having a comprehensive online storefront to send leads to. By not merging your websites into one, you’re causing yourself more harm than good.
Or maybe you’ve been told that you need multiple websites and domains; that not merging your websites and instead having more than one will help you corner that section of the market and cast a wider net, leading to more clients.
I’m here to tell you that neither of these options is the best way to go.
Having multiple websites and multiple domains is going to hurt James’ business. Let’s talk about why.
It’s confusing for James, and more importantly, it’s confusing to his clients. James wants to make sure everything in his business conveys the message “working with me is EASY”. He wants to avoid confusion wherever possible and avoid poor user experiences. As it stands, where should clowns in McAllen go to get their shoes? How do they know which website belongs to James’ business? No one knows!
James is going to wear himself out (even more than a small business owner already is). Keeping up on and maintaining these 3 websites will drain James’ resources by requiring James to post on or update multiple websites. He’ll be drained mentally by trying to remember what’s where and which website to send a client to. It’s going to steal time from James from making and designing shoes. And it’s going to take way too much effort
James thinks that by having 3 websites with different keywords and focuses, he’s got an edge on the market because he’s cast a wider net. In reality, all James is doing is competing with himself. Google sees his 3 websites and ranks them all independently, splitting his advantage into thirds and resulting in a lower probability to be found online.
Essentially you want to merge your websites into one. You should consolidate your websites, have ONE website with ONE domain, and focus on just that.
Let’s take a poll. Raise your hand if you love shopping at Walmart! ✋
Okay, it’s not everyone’s favorite store. But do you know what’s so great about it? For me at least, it’s the fact that I can go to one store for everything I need. Need some groceries? Need motor oil? Have to pick up a fan, and while I’m at it get my vitamins? Walmart has it all!
Walmart is one centralized location you can go to for all your needs. Now I’m not saying that should be your business model necessarily. There’s value in niching down. But what I AM saying is your website should be the Walmart of your business. It should be the one-stop shop for all things pertaining to your business. Need to make a purchase? Need to look up business hours? Curious about your process or packages? Your clients should only need to visit and remember ONE website for all of these multiple needs.
To maintain an optimal website, your site should:
Merging websites is easy. Choose the domain you want the most, and make that your only website. You should create a 301 redirect on all other domains you own (relevant to that business) and direct them to your one domain of choice. Search engines read this redirect as “this site has permanently moved and we’re not planning on coming back”.
Okay, so you’ve chosen one domain and one website to consolidate to. What content absolutely needs to be on that website?
Our sales funnel article talks about some essential pages you need for your website to function in your marketing efforts. We also have another great article about how to use your website to not miss out on clients. Make sure you check out both of those!
In addition to those pages and strategies, your website should always:
Ask yourself, “What questions are my clients asking the most?” Maybe it’s your location, your prices, or your process. Whatever it is they’re asking about, that’s the information you need to include on your site.
If you fall into this boat of having more than one website or domain for the same business, take action now. It’s not too late. Pick a domain, 301 direct your other domains to it, and make that singular website a knock-your-socks-off website that everyone will want to visit!
And if you don’t know how, reach out to us! We will help you create an incredible and inspiring brand and website to really draw in your clients and grow your business!