Managing Multiple Websites
You may sometimes see and hear about florists (and many other small business owners) creating more than one website to serve their business. There are several reasons why one may think this is a smart business move, but there are two arguments that we hear most frequently:
- Their floral business offers different services so you think each service type should have its own site. For example, one site for wedding and event services, another for everyday flowers, and the third site for funeral and sympathy arrangements.
- They think more sites mean more chances for someone to find their shop on the internet.
If you have more than one site for the same business, you're probably doing much more harm than good!
Why should I only have one website?
1. Your SEO Will Be Stronger
Splitting your web traffic means you are splitting your search engine optimization (SEO) strength. Search engines base your SERP (search engine result page) ranking on traffic, and strength of content (among other things). While you may think you are dividing and conquering, you’re actually cannibalizing your ability to get in front of customers on internet searches. Because your sites will be using similar keywords and content, they’ll be competing with each other for rank on the same search terms. To make things worse, having different sites with the same address and contact information can confuse search engines with local listing results and reduce your SEO as well.
If you elect to have BloomNation create a custom site for your business, you must connect it to your primary domain name. We strongly suggest you point any additional domains to your new site. Otherwise, we cannot guarantee your site’s success.
2. Your Customers Won’t Get Confused
Forcing your customers to go to different sites for different reasons not only makes you harder to find, but it also creates a disjointed experience for people trying to get to know your business. Having a single site that shows your customers the full scope of your business builds your brand and only further proves your professional value.
Multiple sites dilute and confuse your brand. In some cases, having more than one site gives visitors the impression that you are being dishonest or untrustworthy. In general, not having a consistent brand makes it much harder to retain customers and get people to become recurring customers.
3. You’ll Boost Sales
Having multiple sites diverts potential new sales away from other parts of your business. Putting everything in one place means that you act as your own referral. For example, if someone goes to your site looking for weddings&events, they may then find your everyday arrangements and become a customer in more ways than one. If you want your website to reflect new or additional aspects of your business, contact the Bloom Experts at Floristsupport@bloomnation.com for help.
4. You’ll Use Resources More Efficiently
By having more than one site, you’re spreading your resources, including time, money, and attention between several places. Not only will you inevitably end up doing redundant work, but you will also end up neglecting one or more sites. Furthermore, creating rich, engaging content for your site is the best way to boost your SEO. Posting duplicate content is penalized by search engines. Thus, if you really want to make your sites successful, you’ll have to take even more time to post unique content to each site.
What should I do if I have multiple websites?
If you own more than one domain name, you can create redirects, or "301s", to point your additional URLs to one site. If you have a BloomNation Premium Site or are considering one, we will help you do that!