I often come across the situation when firms have two or more sites. For different reasons. Alone, apart from the new, there is a «rudimentary» Internet resource to which no one remembers password logins, the others have adopted a strategic decision on the creation of several web resources in various areas of activity, third for each representation are created their sites.
Despite the fact that all conversations about working on the Internet with customers begin with the words «I have a very specific business,» my experience shows that in most cases the problem in any segment is the same. Especially when the web resources have several companies.
Let’s discuss the opinion?
Consider the situation when you have several sites, from the point of view of time and money in the following areas: development, support, advertising, buyers’ confidence, analytics.
As a rule, by each company company is engaged in a third-party developer. Sometimes «long-term» appear when the customer cannot receive a ready-made site for more than a year.
What time spends time in any project:
If you have one site, and the developer is one, all less than the above will take much less time. And explain everything to several times do not have to. In addition, the permanent developer will eventually learn to «guess» your desires and understand everything without thorough refinements of technical tasks.
As for the money, everything is obvious. Several sites — several times increases the final amount. Moreover, you and the placement of sites will pay at times more than one resource. And then also licenses for «engines» to pay.
Add to this a bunch of documentation with different design and remember the eyes of your lawyers and accountants when you are trying to explain to them, what kind of site you brought the bill today.
Working with multiple developers leads to the fact that you have absolutely different tools to work with the content of the site. For different levels of training editors and webmasters. It is extremely inconvenient and again leads to loss of time. Not only for the study of «admin», but also to switch from one type of activity to another. If you still remember that the same information (news, special offers, information about the company and other) «stretches» from one site to another, then time is even more, including to check «where -ny-forgotten-change» .
About money. You pay:
That’s the most interesting. If you have several sites, and the most loyal buyers are looking for a company in its name, on what resource will they get? How much will it have to suffer and enter in search engines for different ways to combine the name and products of the enterprise before the visitor finds the right one?
Uturing between different designs, absolutely unlike navigation, your buyer will finally find what is needed, but … it turns out that part of the necessary information is on another site. And again the poor disassembled in the wilds of the designer thought, crawling between sites and quietly indigrant.
Let us remember what ways buyers come to your sites. Most of the companies use contextual advertising and engaged in search promotion.
Regarding the first, everything is clear: you will be required at times less than the creation of advertising campaigns for one resource and do not have to pay for bringing the same key phrases of visitors to different sites.
From the point of view of search promotion, large sites promote easier, as from the point of view of creating content (for which there will also be a lot of time), and in terms of obtaining links (there are better many links to one site than as much on a lot).
There is another moment: search engines well recognize sites belonging to one company. As a result, only one site can be shown in extradition. And it’s not a fact that exactly the one you assumed.
Size what was described above, in relation to your visitors.
There are several sites with different designs, navigating and presentation of materials on which your visitors come in different ways. Most likely, the only thing that combines all your resources is a logo. That’s just all this does not leave the feeling that we are talking about one company. No unity of perception.
This situation does not just complicate the search for the necessary information, but poisoning life and you and your customers.
Example from your own experience.
The company has 3 sites in different directions:
All sites are different design, control systems, developers. Suppose our company is looking for a wholesale buyer. Bearing a little with search engines, he goes to the production site, but besides beautiful pictures and a small reference of the enterprise he does not find anything. In this area, work with wholesalers is carried out individually and as a rule, prices and conditions are not openly published. However, the wholesale buyer in any case will be interested in retail prices that are in the online store! That’s just to find this online store, you will have to sweat.
In addition, there is practically no information for wholesale buyers on the production website. And all the photos of goods, descriptions and others are already present in the online store.
The B2B ruler includes several dozens of items, but the enterprise nomenclature offers to buyers about 1,500 different types of products and create another partition in the online store will not be difficult.
It turns out that in order to solve its tasks, the factory could do with one resource and save time and money.
The audience will flow between your sites and it makes it difficult to analyze visiting statistics. For example, the visitor was looking for one of your sites, got to another (Website number 1) and quickly switched to the desired link to website number 2. Data on people who immediately leave Website №1, as the data on the actions on it are already distorted. In addition, data on the volume of the audience is also distorted. When moving from one site to another visitor, it is considered as new.
As a result, you will not be able to judge how efficiently your advertising campaigns work and what to be changed in strategy.
Undoubtedly, they are much less and there are similar situations extremely rarely. For example, the risk of site hacking or the imposition of sanctions by search engines.
With a clear strategy of promotion and professionals in a team, you can avoid.
Waiting for your interesting comments!
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