There’s no rule that says you can’t have more than one domain name or web site. In fact, having multiple brands (each with their own web site), makes a lot of sense and lowers business risk.
You see your potential customers prefer specialists who talk in their language and look credible.
Crazy Clarks and David Jones sell many products that fulfil similar needs, but they appeal to totally different demographic markets. Their branding including colour scheme, copy writing, fonts and tag line make it crystal clear what markets they are trying to attract.
Lets say you have a tree removal business – a very competitive market in most Australian cities. Through the use of graphic art, photography, copy writing, photography and SEO target search terms you can offer basically the same service to different markets, often at different prices.
The person doing a search in Google for arborist brisbane is different to the person doing a search for tree removal brisbane or stump grinding brisbane. And when they select a web site to browse, they probably have different expectations.
When someone does a search in a search engine looking to buy a product or service, they usually have three questions at the top of their mind.
- Do you have what I want?
- How much does it cost?
- How can I trust you?
Last week we looked at pricing. And you probably agree if a web site does not clearly state exact or approximate pricing, most visitors will not bother wasting their time getting a quote.
But what about building trust?
When we look at a web site there are many things that we scan to determine our level of trust.
In no particular order these include:
- the look and feel of the site including colours, fonts, layout and other aesthetic elements
- the brand value or potential brand value of the organisation behind the web site
- the words on the page including tone, spelling, grammar and the clear articulation of a beneficial offer (what’s in it for me?)
- customer reviews and testimonials
- memberships of trade associations
- links to Linkedin profile pages
- listing a bricks and mortar street address
- privacy, guarantee and returns policy pages
- photographs of products, staff, business premises and employees on the job
- social media interest including shares, likes, tweets and pins
- links to mentions in the traditional media
- recent blog posts about the related industry or service