Situation: A company has two businesses in different locations serving different sets of customers in two separate markets. The CEO is evaluating whether it makes more sense to have one umbrella web site with pages for each of the two businesses, or to create two complete web sites with different URLs. How many web sites should a small business have, and why?
Advice from the CEOs:
- The first question is whether you call both businesses the same or different names. Many small companies have separate businesses at different sites, and just differentiate the businesses through division names. Moreover, because you use the same company name for both businesses, you want to make it easy for customers to find your web sites. This argues for at least a single splash page, listed under your current company URL.
- There are many corporations with diverse, unrelated businesses. Generally, these corporations don’t have any problem having a general web site, with separate links to the individual division web sites where customers and partners can drill down to detail specific to each division. The advantage to this strategy is that by having one corporate site, the larger entity strengthens its own market presence.
- Given that the advice of the group is to have a single splash page how do you construct it?
- You want to prominently feature your company name on the splash page, but not to include much detail. Maybe just an overall positioning message that expresses your core values or a distinctive visual that shows what you do.
- On the splash page, create two links with distinctive pictures and names that enable your customer to easily go to the side of your business that interests them.