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.

We believe everyone will agree if we say that the way things are presented to us plays a fundamental role in getting us to accept them. It is not for nothing that as much care is often dedicated to gift-wrapping as it is to the gifts themselves. A website being essentially a display of goods or services sold by the company owning it, it must look as attractive as it possibly can. Unfortunately that is not always the case because companies tend to stress the range and quality of their products and to pay comparatively little attention to the general presentation of the website. This naturally has a negative impact on visitors to the website. One way of overcoming the problem would be the creation of a second, more streamlined website. It would not be difficult to make it a more eye-catching marketing device that would be far more efficient as an advertising medium. And of course advertising is essential if a company is to increase its sales.

We have all experienced at one stage or another a feeling of frustration when reading a verbose description or listening to a long-winded speech because we never seemed to be getting to the point of the matter. It is very much the same with company websites that embark on detailed descriptions of their contents. Readers attention is sure to wane after a while and they soon quit the site. On the contrary, a second website focusing on just a few items could provide prospective customers with brief, clear, down-to-the-point descriptions that, while simplifying matters, would still give all the necessary information on the products in question. This approach will definitely stand better chances of improving customers satisfaction and increasing company sales.

Being primarily intended to stimulate curiosity and facilitate decision-making, a second website should contain essential details of only some of the goods or services a company has available for sale. In other words, a second website is intended to assist customers looking for a particular product. However, a second website should always be linked to the main website, from which customers could obtain, if they wish, additional details as well as a full description of all other products available. The link would thus serve as a medium of publicity for the company.

Is optimizing a second website equivalent, in terms of difficulty and expense, to optimizing the main site? The answer is clearly, no. Because a second site is much slimmer and less complex than the main website, optimizing it is considerably easier. But there is another reason why a second website would prove helpful. If a company has two sites on the web, it automatically has better chances of being seen by prospective customers. This means in practice that the company has more business opportunities. The obvious conclusion is that the comparatively little effort required to set up and optimize a second website is more than justified by improved business prospects.

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Article Submitted By: CristianoRubbi
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