Bella Tile & Stone

Bella Tile & Stone is a family-owned tile and flooring business with two showrooms: Wilmette, Illinois, serving the North Shore, and Lake Geneva, Wisconsin, serving Walworth County. Both share a name and a commitment to helping homeowners, designers and builders find the right porcelain, ceramic, natural stone and mosaic for every room. But each showroom is independently owned and operated, with its own team, its own clients and its own website.

Most multi-location businesses use one site with a page per location. Bella Tile & Stone needed two distinct sites that clearly belong to the same brand while each speaks only for its own showroom. Over time the two had blurred together, with pages naming the wrong town and search engines getting mixed signals about which showroom served which area.

We separated and rebuilt both sites so each can compete locally on its own terms: full audits, cleanup of every misplaced location reference, market-specific titles and descriptions, and structured business data so Google understands each showroom's address, hours and service area. We also built location-specific service pages, starting with kitchen and backsplash tile in Wilmette, expanded the blog with helpful FAQs, and updated outside listings like the Chamber of Commerce and Houzz.

Each showroom now has its own clearly defined online presence, so customers in Wilmette and Lake Geneva find the right team, the right address and the right phone number the first time. Both sites guide visitors toward a single, clear next step: requesting a design consultation. And with tracking in place for calls, website clicks, direction requests and consultation inquiries, each location receives its own monthly report showing exactly what its website is doing for its business.

One brand doesn't have to mean one-size-fits-all marketing. With the right structure, two showrooms can share a reputation while each gets found by the customers in its own backyard.