22 Feb Creating a Website Strategy for Multi-Location Business
Note: This blog includes affiliate links. If you click and purchase, Path & Compass may receive a commission at no extra cost to you. We only recommend tools that we personally use.
At some point in time, every multiple-location business will face the question of how to effectively showcase their establishments online. Specifically, how to give each location a fair opportunity in their unique markets yet make it clear that they are connected. A vital detail not just in the eyes of consumers, but search engines. The challenge lies in creating a website strategy that seamlessly integrates all locations while offering a convenient and cohesive experience. At Path & Compass, we understand the complex needs of multi-location businesses and are committed to helping your website reach its full potential. Let’s explore the key elements of a successful website strategy for a multi-location business.
What Platform Should You Build Your Site On?
The web design platform you choose is the foundation of your multi-location website strategy. At Path & Compass, we prefer WordPress for its versatility and flexibility to support a growing business. It is easy to integrate industry-specific software or build out custom elements. WordPress is also open source, unlike other proprietary platforms. With proprietary platforms, you run the risk of having to rebuild your site when they retire older versions and you are no longer able to update. These limitations have been limiting to businesses looking to grow and add multiple locations or revenue lines.
Where to Host Your Small Business Website
The choice of hosting for your multi-location business is another critical decision. A reliable hosting provider ensures that your website is consistently accessible and performs well for visitors across different locations. In addition to scalability and security – malware protection, SSL certificates, firewalls. Our favorite website hosting platform for multi-location businesses – all organizations really – is SiteGround. Custom service is well-trained and responsive. Their tools are also more robust and helpful than we have found with other hosting sites. Uptime is also key and theirs is near perfect at 99.99%.
Subdomains vs. Subdirectories
One common misconception is the need for separate domains for each location. This approach is not only time-consuming and costly but can also lead to the cannibalization of search traffic (where your own sites are competing for the same keywords). We recommend 2 other approaches.
One option is to create a single domain and add the location name before your company URL (location.mybusiness.com). This is known as a subdomain. It directs visitors to a location-specific page, allowing you to create a more custom user experience for each location. In doing so, you will have an individual site for each location, allowing you to change styling and have more control over location-specific SEO. The locations are still tethered to the parent brand, making this a great option for a resort group or real estate firm that needs to customize its offerings and subbrands by location.
Alternatively, a subdirectory is a folder located within the main domain (also called a subfolder). This will look like mybusiness.com/location. This can be a better option for businesses with a larger number of locations where uniformity is key. The overall company story and brand are positioned ahead of each location, making it a great option for franchises. At the end of the day, the decision between a subdomain and a subdirectory is unique to every business. Path & Compass is here to guide you down the path of success and would be happy to make a recommendation tailored to your needs and goals.
Create a Website Strategy for Multi-Location Business
Crafting a website strategy for a multi-location business involves thoughtful decisions and expert guidance. At Path & Compass, we are dedicated to helping your website reach its full potential, making it easier for you to connect with and serve customers across different locations while reaching a wider audience. All while keeping your long-term goals in mind, saving you time and money (shortcuts & DIY might save you now, but it will cost you in the future). Contact us today to learn more about our custom web design services for small businesses, or book a one-on-one consultation to see if we’re a good fit!