Article

William Yates
William Yates 28 January 2016
Categories Content

Multi-Website Management: How To Maximise Internet Revenue And Profitability

Multiple, multi-brand or product-dedicated websites can offer a greater Internet presence than single sites.

Multiple, multi-brand or product-dedicated websites can offer a greater Internet presence than single sites, and it can be argued that discrete websites linked as multisite entities offer greater flexibility, clarity and focus.

Often, these multisite groups have evolved through different global locations and administrative and marketing centres over periods of time and as such, often do not correlate content or offer navigation to synergistic inter-company products and services.

Website complexity reduces revenue

The main – and critical business development – issue with multisites that do not navigate or even indicate the possible presence of other group websites, is that visitors tend to move away from them when they do not offer a complete range of brands, products or services.

Visitors do this believing your extended brands, product ranges or services are unavailable or non-existent as they are not visible, losing you a potential customer while handing the commercial advantage to your competitors.

Controlling multisite management reduces deficits

This continuous loss of revenue is often invisible because it doesn’t fit within conventional financial metrics, even though it can amount to a large financial deficit, and can be compounded by possible continual erosion of commercial positioning.

In most cases, while the misalignments in multisite development may be apparent to an enterprise’s leadership, the actual financial obstacles may only be visible at first sight.

The business case for change

This means there is little or no business case for multisite audit and commercial remediation – accept among visionary and far sighted marketing management.

Calling these issues out, carrying out a proficient web audit and indicating financial improvements is generally welcomed by senior management, and savings are normally ploughed straight back into marketing budgets.

Multisite audit and performance review

But before you commission a review of your enterprise’s multiple websites, take a look at the website structure and what links to where. Most of this will be common sense, so if it all links up and works seamlessly, and you can navigate across all of your web presences there is no issue.

If however you know there are significant disconnects, or you discover that areas of your multisite presence are standalone and disconnected, then you will need to have a competent and specialist digital marketing agency conduct a thorough audit and review.

Creating company-wide opportunities

Working with a competent digital agency, this process will uncover all potential deficiencies in your enterprise’s multisite architecture and point to all the roadblocks to inter-website navigation, and through this, financial improvements can be planned.

But be sure your agency provides you with a clear hierarchical infographic for both current and future state structures as you will need this to communicate the performance benefits of this work to other sections within your enterprise, both locally and in-region.

This is because these changes in web hierarchy will offer a great opportunity for commercial development between different areas of your business and if shared and discussed, it will at the very least allow for cross- and up-selling across brands, products and services.

Building multisite value

And if this review is conducted with a specialist agency, not only will a new and efficient web hierarchy be proposed but as part of this, projected sales revenue uplift can be calculated and predicted.

So, from the outset, make sure that the digital agency specialists you are talking to are not going to deliver a formulaic approach and they’re confident enough to tell you what you need to know to improve sales, rather than telling you what they think you want to hear.

Be sure also that they have ISO 9001 certification for digital marketing quality management, giving you in turn the confidence to trust in the proposal and solutions you are offered in this quest to optimise website performance and maximise revenue generation.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more