Do You Need Multiple Websites?
Because Internet marketing has become so complex, and because so many businesses have different projects, divisions, and product lines to offer at once, it has become more common for us to meet with new clients who own and operate more than one website at once, and sometimes several.
One issue that we often help them explore is whether they actually have a good use for different web presences. It might be something you're wondering about yourself. So, does your business really need multiple websites?
The answer to that question is very frequently "no." In fact, having one single website with a clean, easy-to-use navigation structure is often easier on customers, not to mention your marketing budget. That's because multiple sites require multiple design and development costs, more expensive web hosting, and more ongoing work to keep them up to date and filled with fresh content.
Plus, keeping multiple websites requires you to split your energy and attention from one to the other. With the amount of work that goes into things like search engine optimization, social media marketing, and business web design, it makes sense to concentrate your firepower as much as possible.
Still, even when the client doesn't have distinctly different companies, there are times when it makes good business sense to keep multiple websites. Here are a few of the most common:
Does Your Business Really Need Multiple Websites?
When multiple products have completely different brands. In other words, there are times when businesses have different products that have completely unique personalities. Sometimes, those personalities don't mix, and trying to force them into the same website doesn't make sense. This doesn't just occur in Fortune 500 corporations, but can be a factor in even small business marketing.
When separate projects require entirely different marketing or advertising strategies. In the same way, businesses sometimes develop or inherit products that require completely unique advertising strategies. For example, an accountant who also practices financial law might use a variety of techniques, and want different websites to show off unique skills and measure the results of marketing campaigns separately from one another.
When the company has distinctly separate audiences. This is also more common than you might think. For example, a business that markets to investors and potential franchisees both might not want visitors bleeding from one part of their website to another, since pricing strategies and insider industry information could be revealed. In these cases, separate sites are usually a better solution.
When the business is working with micro-sites and micro-campaigns. Keeping websites separate dilutes a bit of the marketing effect, but that's not always a bad thing. If you're testing a new product, brand, or marketing campaign, directing visitors to a new website is a great way to measure and evaluate things like traffic flow and buyer behavior.
Do you feel like you could be getting better advice when it comes to business web design and online marketing? Now is a great time to schedule a consultation with a member of our team and let us show you how we put our experience and creativity to work for you.