Making Multiple Great Landing Pages
The internet is an excellent place for people with many different entrepreneurial goals. No longer does the high startup cost of a brick and mortar store stand in their way. Now, businesses large and small can create multiple websites for different subsidiary or child companies, specific product lines, and more. While having different websites will mean more maintenance, it is also a strategic marketing tool for branding specific products and services to capture a specific target market which the original parent company does not.
When having multiple websites designed, business owners must ensure that each website has its own personality. Some owners will choose to have the websites completely different, with nothing indicating a link between the two brands, while others want to keep the good reputation of their parent company attached to the new brand, without being too obvious. No matter which route you choose to take, you will still need to give a considerable amount of attention to making the landing pages of each website great. The landing page is most likely the first thing a person sees when they land on a website, it is important to make a good first impression. Here are some of the major pitfalls multiple website owners run into in terms of landing page design, and solutions for each problem.
Using One Template for Both Sites
It costs good money to have a website designed, therefore it is no surprise if a company simply chooses to tweak a few things on their original landing page design to fit their new website. This however, is a recipe for disaster. Customers will know right off the bat that things look the same and this can be confusing. The whole point of multiple websites is for differentiation – business owners should be sure to keep things diverse. This can be done by solidifying what makes the content of the new website unique, building on this brand, and working with a reputable design firm to have this created.
Down Playing Site #2
It is easy to not put as much design effort into a second or third website – these are the additional websites, not the big one. However, effortless web design is a good way to turn away customers before they’ve even entered a site and discovered the great products and services available. If a business owner decides to break into the market with multiple websites, it’s essential each one is given necessary attention.
Forgetting the Uniqueness of Each Site
Each site is unique in its own, unobvious way – otherwise the owner wouldn’t be bothering with two sites in the first place. Simply creating a new logo, name, and color palette for each site isn’t enough. The landing pages should be designed to attract different audience. For example, an embedded how-to video will work perfectly for some people, and be ignored by others. That being said, businesses owners should work with their design firm to develop different landing pages which are product and service specific, and can stand strong alone, without the support of the parent site.