Learn 6 Good Reasons Why You Should Set Up A Second Website
Written by Cristiano Rubbi   
Tuesday, 15 September 2009 10:41
The best word to describe a successful website is user-friendly. Companies should never forget this fundamental quality when they set up their websites. Unfortunately, there is a tendency to believe that all customers are internet-literate to the extent that it hardly matters if no particular effort is made to assist visitors to ones website. This is simply not true. Many internet users will skip or abandon a website that appears to be difficult to navigate. Fortunately, there is a way out of this: a second, more flexible website. Appropriately designed and implemented, this website may turn out to be the key to the successful marketing of a company's product since it would ensure a better retention rate of website visitors and therefore improve sales prospects.
by CristianoRubbi


The best word to describe a successful website is user-friendly. Companies should never forget this fundamental quality when they set up their websites. Unfortunately, there is a tendency to believe that all customers are internet-literate to the extent that it hardly matters if no particular effort is made to assist visitors to ones website. This is simply not true. Many internet users will skip or abandon a website that appears to be difficult to navigate. Fortunately, there is a way out of this: a second, more flexible website. Appropriately designed and implemented, this website may turn out to be the key to the successful marketing of a company's product since it would ensure a better retention rate of website visitors and therefore improve sales prospects.

For a business company its website is in practice its on-line shop window. Like all shop windows, it proposes to display the goods available in the shop so that passers-by (internet users) will stop, look at what is exhibited and, hopefully, decide to buy something. Anxious as they are to show the various products available for sale, shopkeepers as well as large stores often pack their windows with too many articles. This gives the impression of a general confusion and customers will usually walk on, mainly because they cannot spot what they are really looking for amid the many things displayed. The same happens on websites overloaded with information that, though proper and correct, forces customers to conduct a complex and time-consuming search in order to find and select the item(s) they wish to get. A second website could overcome this problem by simply concentrating on one or two products that the company has identified as the most important for its sales campaign. Customers attention would not be distracted by unnecessary details, while the qualities of the product(s) appearing on the website could be appropriately highlighted, clearly improving sale opportunities.

Presentation is part and parcel of a marketing strategy. Although this is plain common sense, it is often disregarded in website creation. For instance, the broad scope of a main website may lead its builders to concentrate all their efforts on its contents, while they may not devote as much attention to its presentation. On the contrary, a second site, being more streamlined, will make it easier to develop an attractive presentation in design, colours and descriptions. It will in other words reach out to the customer and ensure that the contents of the website get across to him.

A company's second website should obviously provide all necessary information on some specific products, but it would be essential for this information to be given in a clear and concise form. Thus customers who often glance at websites in a hurry would have all the basic information they are looking for in a nutshell. This is actually one of the key factors of successful advertising since customers are attracted by websites that deliver all the information in a simple and concise manner. If this is taken into account when designing the general layout and preparing product descriptions of the second website, the company is sure to improve its sale opportunities.

Should a second website be totally independent of the main website? To answer this question we should bear in mind that a second website is generally intended to boost the companys sales of a given product. Thus the second website should be easier for customers to view, be more impressive in appearance, give only the necessary information on the product(s) advertised, use simple terms wherever possible. However, customers may wish to visit the Companys main website for a number of reasons: browse through the full range of its products, obtain additional product details, learn more about the companys background, etc. In fact, the second website could be an excellent sales promoter for the Company's whole line of business. It is essential therefore for the second website to be linked to the main website in the interests of both the customer and the company in question.

It may safely be said that, given its compact structure, a second website is naturally much easier to optimize, in terms of time, cost and effort, than the main website. Besides, apart from other specific reasons, the mere existence of two websites in your Company's name will obviously enhance its visibility on the web. As a result, there would be greater opportunities for your Company to increase its sales volume. The limited additional involvement required to create and optimize a second website would thus be amply justified over time.

About the Author:

Cristiano Rubbi - He has been active for many years now in the online tourist business for incoming visitors to Italy. Experience has suggested to him that another site is now necessary to handle specific requests. You can view his main WEBSITE and his SECOND WEBSITE by clicking on these links. Email him for more details at This e-mail address is being protected from spambots. You need JavaScript enabled to view it
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