Be forewarned: this article spans 1,000 words, ultimately arriving at the conclusion that the decision hinges on your unique situation. With the elephant in the room now acknowledged, let’s delve into the matter. There are numerous arguments for and against the use of multiple websites for your business. It is essential to consider both perspectives thoroughly before forming an opinion. We will revisit these points at the end to synthesize our findings.
Multiple websites offer significant advantages for businesses looking to execute creative endeavors or essential operations.
Here are the top three reasons to consider establishing a new website:
1. Divergent business niches within your existing company
Imagine a company already established in the market, say, selling gun cases. Given the recent heightened debate over gun rights, this could be a profitable venture. However, suppose you discover that the same material used for your innovative rifle cases can also be transformed into durable, stylish handbags. This scenario is a prime example where multiple websites could prevent your business from experiencing an identity crisis.
2. Concerns regarding localization
Localization is often perceived as a necessity for companies with a global presence. Yet, even smaller businesses may have compelling reasons to divide their primary website into language-specific sites. WebFX, based in Harrisburg, Pennsylvania, a city with a diverse population, is one such example.
Should your business share a similar situation, creating a website targeting the Spanish-speaking community might be beneficial. However, this decision should be based on a deep understanding of your target demographics to ensure a return on investment.
3. Anticipating the sale of a business division in the future
This is not about economic downturns or personal misfortunes; divisions of larger companies are frequently sold. This can be a normal part of the growth process. If there’s a possibility that you may sell a portion of your business in the future, having a separate web presence for that segment would be advisable.
Once the new owner takes over, there won’t be any major transitions required to separate the two businesses on the same website.
These are three compelling reasons to opt for multiple websites. Now, let’s explore the opposing viewpoints to assess their validity.
1. Cost-effectiveness in advertising and development
Deciding on multiple websites is a business decision, so it’s logical to base your choice on financial considerations. Unless you possess both time and money in abundance, you may not have the resources to invest the necessary effort and resources into several sites. You are well aware of your advertising and development budget.
One key message to remember is to ensure that any action you take is financially responsible, regardless of your decision.
2. Potential customer confusion
Customer confusion can be a significant factor in business decisions. Many of the companies we collaborate with have multiple websites and have found success with this approach. However, this may not be the case for all businesses. Multiple websites might only serve to confuse potential customers.
Nine out of ten searches for goods and services begin online; customers will notice if your company exhibits multiple personalities, leading to uncertainty about whom they are actually doing business with.
3. Potential impact on search engine rankings
Search engine rankings can be likened to the situation of parents unable to invest equal time and energy in their children. If you have multiple websites, you may need to choose a “favorite” site, at least occasionally.
In the process of making this decision, you’ll encounter questions like “which site drives more traffic?” and “which site should I build links to this month?” These are valid concerns. Investing solely in your original website can save you from this division of labor and make your search rankings more predictable.
After careful consideration, you’ve decided to create a second website for your business. How do you begin? What are the best practices for achieving this goal?
Here are a few reminders to keep in mind:
1. Understand your reasons
Become familiar with case studies to see if any align with your specific circumstances. There is a strong precedent for multiple sites in situations where companies aimed to target specific geographical areas or customer segments.
2. Avoid duplicating content
Creating two identical websites is counterproductive. Multiple websites are an excellent opportunity to establish distinct voices, identities, and areas of authority. A common practice is to have a main corporate website alongside another site dedicated to blogging and “thought leadership.” This approach may be suitable for your business as well.
3. Utilize additional domains
If you have purchased related domain names but are unsure of how to leverage them, consider using a 301 redirect to direct users to your primary website. This indicates a “permanent move” and helps ensure that your idle domains contribute to driving traffic.
4. Follow Google’s guidelines
Google’s Matt Cutts has been addressing questions about multiple websites for an extended period. His recent responses offer actionable suggestions for informing Google about the relationship between similar websites. He uses the localized versions of eBay as an example.
He also emphasizes the risk of creating footer or sidebar links across your network of websites, which may be flagged as spam. The takeaway is to maintain a more organic linking approach. And if your sites are too similar?
You may not want to link them at all. Ultimately, this could negate the purpose of having multiple websites.
As previously mentioned, there is no one-size-fits-all solution to this dilemma. Your situation may be vastly different from that of other companies, even within the same niche.
So, here comes the all-too-familiar cop-out: it depends on your specific circumstances. And it truly does. We hope this article has provided you with the tools needed to make an informed decision.
Need a website? WebFX can help! Contact us at 888-601-5359! Photo credit: heipei
