Diversifying can be the road to success when it comes to business growth, whether that's in terms of introducing new products, services, or even brands. Do you really need a separate website for each of your SME's innovations, however, or should you promote them all on a single domain? Let's take a look at some of the things you'll need to consider in order to work out which approach to take.
Launching a new product or service can invigorate your business and it's often tempting to set up a fresh website to mark the occasion. However, it's important to think about how that will work within your company's wider strategy.
If you're launching something that's dissimilar from your existing offerings, it may be worth designing a separate website for it, particularly if you're targeting a market that's different from your usual customer base. By doing so, you minimise the risk that potential customers' preconceptions about your firm will stop them from buying your new product or service, and make sure your existing customers don't think you're trying to leave them behind. Including disparate products and services on a single website can also suggest that your firm doesn't know what direction it's going in.
However, if your new offering is similar to your existing one or you're targeting the same type of customers, placing your content on your current website could help you to harness the purchasing power of your existing client base.
Will Having More Than One Site Be Cost-effective?
If you're a small business owner, you may be on a tight budget, so it's important to take the cost implications of having multiple sites into account. Not only will you need to cover additional design and hosting fees, you'll need to pay extra fees in order to utilise HubSpot or any other sales, marketing or customer service software you use with your new sites. The more sites you have, the more maintenance will be required, and you'll need to spend time and money implementing an array of digital marketing strategies too.
By adding your new content to your existing website, you can negate many of these extra costs. You'll only need to create additional pages for your site and market them accordingly.
How Will Your Choice Affect Your Search Results?
If you use your existing website, you can adapt your SEO strategy to include your new pages and related search terms, although it may be worth spending a little more initially to get things off to a flying start. However, if you launch sites for different products, you'll have to build each one's history and authority from scratch. Trying to deliver SEO strategies for multiple websites may ultimately mean that your main site won't fulfil its SERPs performance potential, as you won't be able to focus on it properly.
In order to understand the full implications of each option for your business, however, we'd recommend that you talk things through with an expert. Our knowledgeable team members will be happy to help if you get in touch.