That question sounds silly.
It’s not.
Think with me for a moment. On the surface, a dentist offers only one service: cleaning teeth. But when you dig, you realize that your dentist provides several services.
You might be thinking, “Yeah? So?”
In Rome, Oregon (yes, it does exist), this might not matter.
But in New York City? Or San Francisco? In those places, your chances of competing on Google are close to zero for the keyword “dentist.”
But… If you highlight a service your competitors haven’t.
You’ll do better if you find a second and third opportunity.
In other words, you can operate multiple “stores,” all leading back to your business.
This is the Multi-Door Website Approach.
The Power of Multiple Front Doors
Imagine you run a musical instrument shop. In the physical world, you have one entrance. This forces customers to walk through the entire store to find what they need. But:
· What if you could have a separate storefront just for pianos?
· Another for string instruments?
· A dedicated entrance for school band rentals?
· Another for guitars and banjos.
· Another for drums.
When people enter one of the doors, they know they are more likely to find what they seek.
Of course…
In the real world, this would be cost-prohibitive.
But online, it’s as simple as creating dedicated pages for each product or service category.
Why This Matters for Your Business
Most small business websites have a single “front door”—the homepage. But customers don’t all shop the same way.
Someone searching for “best beginner acoustic guitars” isn’t seeking general instrument information. They want a page specifically about beginners playing guitars. If you offer them one immediately, they will likely see your business as a strong option and be more likely to buy.
By adopting the Multi-Door Website Approach, you:
- Make it easier for customers to find exactly what they need. Very few will navigate your entire site in search of what they need.
- Improve your search engine rankings, as Google favors well-structured, targeted pages.
- Increase conversion rates by giving your customers what they are asking for.
- To save money, build these pages now. Waiting until you lose sales because your competitor beats you to it makes no sense.
How to Create Multiple “Storefronts” Online
- Identify Your Core Categories: Determine the different types of products or services you offer. Each should have its own dedicated page.
- Do Your Research: Visit sites such as Answer the Public or Google Keyword Planner. They can help you determine what keywords your potential clients are using. And what questions they are asking.
- Optimize for Search Engines: Use keywords specific to each category. This way, search engines direct the correct visitors to the right page. Often, you will want to use long-tailed keywords.
- Make Navigation Seamless: Link these secondary pages from your homepage and menu. You want users to easily find them if they land on your homepage.
- Provide Clear Calls to Action: Each page should guide visitors toward the next step. Whether it’s making a buy, booking a consultation, or signing up for more information. I know this feels pushy, but it’s not. People want a clear path. Tell them what to do next to achieve their goal.
The Bottom Line
Your business isn’t one store—it’s multiple stores under one roof. The Multi-Door Website Approach opens more doors for potential customers to walk through. A well-structured site with strategic secondary pages improves your online visibility. It also makes it easier for customers to buy from you.
Want to ensure your website is working effectively? Let’s discuss an audit to maximize your digital storefronts!