These days, one business doesn’t mean one service. Take two good examples of contrasting businesses. One, you have Amazon. It’s a massive online store — but you can also use the website to stream TV shows online or upload photos and videos to its massive cloud service. Two, you have Netflix. It only provides one service: streaming. While Amazon makes its money through many different approaches, Netflix chose a single approach and rolled with it.
Netflix has one of the best websites for their service of any business we’ve seen. You know what you want and where to get it. The website mechanics are intuitive and pristine.
Amazon, on the other hand, is a masterwork in aggravating its enormous customer base. Want to call customer service? Go ahead — go try to find a number to call about a recent order you made. Even those of you who are well-versed with online stalking using the deep web won’t find that number in a few minutes. It’s pretty obvious they don’t want you using it. That’s because online chat is cheaper and faster. Oh, but it’s not easy to find an option for that either. Good luck locating email.
The point is this: Amazon has many different services that are so far apart from one another that the business could afford to take a step back, segregate some of those services from its website, and make the website better in doing so. Should a cloud service really be located on the same website as an online streaming service? Should an online streaming service really be located on the same website as an online retailer? There are so many options that it makes everything difficult to find.
If you’re in the same boat, then it might make sense to make more than one website.
For instance, let’s say you’re a partner at a large, big-name law firm that specializes in personal injury, criminal law, and family law. But you only have one website because you think that’s easier to manage. You only have one name for your law firm, right?
When your clients search Google for a question about personal injury law, they’re probably going to end up on your home page. That means they’ll have to sift through all the information until they find the right page. No one wants to waste time doing that. If you have too many practice areas, then consider a single website for each. That makes it easier to task different teams with managing those websites and searching for only the clients relevant to their practice area.