The question of whether your Australian small to medium enterprise (SME) needs multiple websites is a common one. It’s tempting to think ‘more is better’ when it comes to online presence, but the reality is more nuanced. We see many businesses unnecessarily complicating things, and ultimately diluting their conversion rates. The core principle we apply is always: does it demonstrably improve return on investment?

Generally, most SMEs are better served focusing their resources on optimising a single, well-structured website. However, there are specific scenarios where multiple websites can be a powerful growth strategy. Here’s what we consider:

• Distinct Brands: If you operate genuinely separate brands with different target audiences, separate websites are essential. Think of a company that sells both high-end luxury goods *and* budget-friendly everyday items. Combining them confuses customers and weakens brand positioning.
• Different Customer Journeys: Sometimes, you have different pathways to purchase. For example, a business offering both retail sales *and* wholesale opportunities might benefit from a dedicated wholesale website. This allows for tailored content, pricing and a streamlined experience for that specific customer segment.
• Geographic Targeting: If you serve very different geographic regions with unique needs or regulations, localised websites can improve relevance and search engine rankings. This is particularly effective if you’re expanding interstate and want to establish a strong local presence.
• Specialised Products/Services: A complex product or service range can overwhelm visitors on a single site. Creating dedicated websites for key offerings allows you to focus messaging and demonstrate expertise in those areas, boosting conversion rates.

However, remember that each additional website adds to your workload – content creation, maintenance, security updates, and search engine optimisation all need to be managed. Spreading your resources too thin can negatively impact performance across the board. We often advise clients to thoroughly analyse their website traffic and customer data before committing to a multi-site strategy. Are there clear segments within your existing audience that would genuinely benefit from a dedicated online experience?

Before launching another website, consider if you can achieve the same results through strategic landing pages, dedicated sections within your existing site, or targeted advertising campaigns. If you’re unsure, we recommend a detailed website conversion audit to identify opportunities for improvement on your current platform. This will give you a clear picture of whether a multi-site approach is truly justified and likely to deliver a positive return.