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Written by: Blair Kelly
You might think that if you have a niche demographic then you are limiting yourself to one particular client, which might not seem like such a good idea. The fact of the matter is that it is actually better for your financial firm as you are creating more value for your company and creating more leads.Regardless if your firm is just starting out or you just want a website refresh, we all know how important it is to develop a niche market. There comes a time though, when you may start to wonder if you should create a second website for your niche audience.When Using Just One Website:
There is a time and place for when you should create a second advisor website. There are other times when it is okay to continue with your one main website. While having one website does cost less, and it is easier to maintain, due to less of a time commitment, sometimes it just makes sense when your company caters to a particular group of clients. When keeping just one website, there are things to keep in mind in order to continue to drive SEO to your page efficiently.When you have a niche audience, as we mentioned, you can really cater to that audience and create content that is just for them. It can, however, get confusing and appear cluttered when there is too much on one website, so how do you ensure that you can cater to a niche audience with just one website?Ideally, you would like for each website to have a unique landing page. When you create your separate landing pages for your different niche, then we sure to include the following information: 1. INCLUDE A CALL-T0-ACTION IN THE LANDING PAGE CONTENTA call-to-action (CTA) is simply a line or text that prompts visitors to take action. These are so important because when a visitor clicks your CTA button, then they will be directed to a landing page. These pages are made up of 3️⃣ primary items:
What to Consider When Creating a Second Website:
As we have discussed at the start of this blog and many other ones in the past, there is an importance to having a niche environment. You cater to a specific audience and are able to narrow down your services to better serve particular people with needs at a certain time in their life.Some financial advisor companies work with people that need basic financial help, investment questions, etc.but they also cater to a particular niche. At this point, it would probably be a good idea to create a second website for your firm. We like to keep our websites clean and clutter-free and when there is too much going on, then this becomes harder and harder. Below are some things to remember and consider when creating a second website for your niche audience. 1. SPOTLIGHT EACH OF YOUR BRANDS AND SERVICES SEPARATELYAdvisors firms that cater to a specific niche audience will want to create a second website in many cases. When your firm provides two different types of services then it is easy to use focused domain names and keywords to promote the site.Advisor sites that focus on one service keep potential customers from becoming too confused when reading a website that seems to offer too many different services and target audience. Sites that cater to a single audience make it quicker and easier for your customers to the services that is right for them.Related: Using Social Media to Grow Traffic and SalesTwenty Over Ten clients’, Divorce Financial Solutions and CopperTree are run by the same company, however, they cater to two completely different audiences. Because of this, they both have a separate website with different offerings, resources, contact information, etc.
Divorce Financial Solutions are experts in divorce who cater to those going through one and need assistance. 
CopperTree is affiliated with Divorce Financial Solutions, but they deal with Financial Planning and Investment Management. 2. CREATE A GEOGRAPHY-SPECIFIC WEBSITEBusinesses that provide financial services in multiple locations are a great candidate for having a second website.When creating a website for a second office location, you would like for each site to have its own unique, well-optimized landing page. When creating your separate location landing pages be sure to include the following:
Twenty Over Ten’s client, Oasis Wealth Planning Advisors, which specializes in multiple markets for all different aspects of your financial life. 
Oasis Wealth Florida also serves a range of clients, though slightly different and located in Florida. 3. INCLUDE THE APPROPRIATE AMOUNT OF INFORMATIONJust because you are creating a second website, doesn’t mean that you should skimp on the information. Think of this as a separate business with a specific market in mind. You will need to still show team members, the services that are offered, include blogs for thought leadership, CTA’s, landing pages, contact information, etc. Even though your firm may already be established, this will be a whole separate audience, so it’s important to treat it as such. 4. AVOID A SINGLE POINT OF FAILUREWhile you don’t want to think about failure, this is another positive part of having multiple websites. Developing a second website can protect your company if something happens to one of the sites. If you are experiencing technical difficulties or something is going on with one of your sites, then there is still the second on to generate businessuntil the problem is fixed.Having a second website also allows for you to add and eliminate services without having to update a lot of content and change links since each site is pretty much its own entity.