BlogCase StudiesSplitting a website for better audience targeting

Splitting a website for better audience targeting

September 25, 2024
Case Studies
3 min read

Project Overview

A global telecommunications industry specialist partnered with Fractional Teams to assist with a complex project: splitting one website into two separate, fully functional websites operating under two distinct domains. This project required not only the design and development of a new site but also the technical and operational migration of data, content, and services. Fractional Teams managed all aspects of this project, from strategic planning to full execution, ensuring a seamless transition.

Company Size

10-50 Employees

Industry

Telecommunications

Tools Used

AWS · WordPress · DNS · GSC · GA · GTM · HubSpot

Key Metrics

3 months · 5 team members ·
Minimum downtime

About the Company

The customer is a leading telecommunications industry specialist with a global presence. The company provides industry enablement services, such as solutions architecture, research, and strategy advisory to technology vendors, service providers and enterprise customers in the telecoms and UCaaS space.

Customer Objectives

The main objective was to divide the existing website into two distinct domains, each serving specific customer segments and operational needs.

Separation of Business Units

Each website would cater to different business divisions, allowing for more targeted content and services.

Improved User Experience

Tailoring each website to its specific audience would allow for a more personalised experience.

Maintaining SEO and Technical Integrity

Ensuring that the migration did not disrupt existing SEO rankings and technical infrastructure.

Seamless Transition

The split had to be completed with minimal downtime and no impact on customer experience.

Solutions

To achieve the objectives, we combined an agile project management approach with close customer collaboration.

Step-by-Step Plan

A detailed migration plan was created to ensure that every technical and operational aspect was addressed. This included setting up the necessary DNS changes, configuring WordPress environments, and ensuring SSL certificates were correctly installed for both domains.

Website Design and Development

We designed and built a new website, ensuring that both sites adhered to the company’s branding guidelines while offering distinct user experiences. The design was optimised for ease of navigation, customer engagement, and SEO performance.

Technical Reconfiguration

All necessary plugins and integrations, for example HubSpot, were reconfigured for each domain. SSL certificates were properly assigned, and internal database updates were made to ensure smooth URL transitions.

Operational Support

Fractional Teams provided continuous operational support during and after the migration process to address any unforeseen issues and to ensure that the project stayed on schedule.

Google Analytics and SEO Setup

To maintain traffic and search engine rankings, Google Analytics, Google Tag Manager and Google Search Console were configured on both websites, ensuring that each domain was tracked separately. Pre- and post-migration SEO audits were conducted to identify and fix any technical SEO issues. An additional keywords analysis was performed to identify a potential keywords cannibalisation impact and provide content recommendations.

Results

100%

Uptime since migration

3

Months Go-To-Market (GTM)

Under 30 minutes

Downtime during migration

18%

Growth in average engagement time

The completion of the migration project led to several notable outcomes:

  • Seamless Migration: The migration was completed within the scheduled maintenance window, with minimum downtime and no major disruptions to the business or customer experience.
  • Improved Customer Engagement: The two separate websites allowed for more targeted communication, resulting in improved user engagement metrics across both domains.
  • Enhanced SEO Performance: Thanks to the pre-emptive SEO audits and careful management of technical aspects, both domains retained their search engine rankings. Any SEO cannibalisation issues were addressed with a thorough post-migration audit and a follow-up content strategy.
  • Streamlined Operations: By working under two separate domains, the company now has the flexibility to scale and adapt each site’s content and services to better serve their target audiences.

By partnering with Fractional Teams, the telecommunications specialist successfully divided their digital presence into two distinct, fully operational websites. This separation improved their operational efficiency, enhanced customer engagement, and provided a more targeted experience for their audience.

Contact us today to learn how we can help you achieve similar success with your digital presence needs.

Hi! I'm Kateryna Novozhylova, co-founder at Fractional Teams. I write about product management and digital marketing.

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