Should a local business buy a separate domain name for every product or brand they carry?
It would seem like a simple question. For most retailers this would be impractical if not impossible.
There are times when having multiple domain names is a really good idea.
If you are the creator/manufacturer/owner of a brand or product then by all means you should have that domain name for those items. Even if it means you own a lot of names.
Owning the domain name doesn’t mean you actually have to build the site–although you might want to. What it does do for is prevent someone else from scooping up the website and stealing visitors. Whether it is a competitor or just someone looking to benefit from your marketing, you don’t want to lose that internet traffic.
Case in point, recently on the television show Shark Tank some entrepreneurs were encouraged to change the name of their product. Now, I disagreed with the advice they were given, but that is a different story. What was the real travesty was that they got all this great publicity from the television show–but never bought the domain name. Instead a couple other people did and got a lot of free traffic! Fortunately for these entrepreneurs the websites had no relation to their business at all so it was clear to anyone who landed there that there was a mistake.
You love your existing site and just want to create a new page for your product–that’s fine, but still plunk down the few dollars it will take to secure the name. Then have your webmaster redirect the new domain to point wherever you want it to…your existing home page, a new product page, whatever. You keep all the traffic and all your marketing efforts are for your benefit.
With a little planning your website doesn’t have to tank.
For many businesses, they want their website name to be the same as their business name. And for many this makes sense. Especially if you are a big, well-known brand. Someone looking for a hardware store in your area may just type in the name of one of the big box stores rather than using keywords. In those instances have your site name (your URL) match your business name is important.
Did I mention reviews?
When you are building your pages pay attention to both the content which is the information ON the page, and the tags and metadata—the information behind the scenes.
If you have more than one office or storefront then you will want to create a webpage for each physical address. Depending on your business you may choose to have separate websites, but that may not be necessary, or even desirable.
When it comes to search tips for local business, your “home” page is vitally important when you are building your website. Compare it to your front door of your business. You can have a beautiful storefront, but if your number is not visible then important visitors won’t be able to find you. Sure your friends will know which door is yours, but how will the Fire or Police Departments find you?
Posting photographs online of your the work you do is a great idea.
Go ahead and have some fun with some of your photos. Maybe you want to add shots from your company picnic or customer appreciation day–that’s cool. You can also include photos from things outside of work that you don’t mind making public. Do you love going hiking in the mountains? Does going fishing give you the peace of mind to be a better lawyer? Do you like restoring old cars? Are you an animal lover with a goofy dog or cat? Posting a picture that has nothing to do with work once in a while is just fine. People want to do work with those they know, like and trust. Don’t be afraid to let them know you–at work and away from the shop.
