One page for four different markets: that is where half your leads are lost. A website for multiple markets does not mean translating the same sentences, but giving each type of visitor the page that answers their question. Here is how, with an example from the world of rentals and accommodation.
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One page for four markets: where half your leads are lost
Many businesses with very different customers show everyone the same homepage, in the same language, with the same message. The result is that no visitor feels addressed, and anyone who does not feel understood in the first five seconds leaves.
Two visitors, two different needs
Think of two people looking at the same apartment website:
- Someone looking for an apartment for two weeks wants photos, availability and quick trust: “is what I see real, can I book now?”.
- Someone considering buying three looks for profitability, numbers and a direct contact: “what is the return, who do I talk to?”.
These are two different decisions, with different timescales, doubts and language. Showing both the same page means answering neither of them well.
The solution: the right page for each market
The solution is not a prettier website. It is having the right page for each market:
- a landing page for the local market, in Spanish, with the argument that really matters to them;
- another for the international visitor, in their language, with photos and one-click booking;
- different messages for different intentions.
A website for multiple markets works when each page starts from the reader’s point of view, not the writer’s.
It is not duplicating the work: how to organize it
It is not doubling the work. It is stopping the loss of half the people who find you. A simple method:
- List your audiences: who they are, what language they speak, what they look for and how ready they are to decide.
- Write one main message for each: the first sentence should be about their problem, not your product.
- Build a shared base: photos, structure and forms are reused; headlines, proof and call to action change.
- Measure by audience: enquiries and bookings per page and per language.
An example: a small hotel in the south
A small hotel in the south of the island does not compete in the same way for a German customer and for a local events agency. The first looks for a stay: photos, availability, price and simple booking in their language. The second looks for a room or a package: capacity, services, a quote and a person to talk to. Why would you speak to both with the same page?
The link with a multilingual website
Having pages in several languages is only part of the work: what matters is that the whole journey makes sense in each one. We cover this in the article on how a multilingual website works, and you can see how we set up projects in our web development and SEO services.
The final question for your website
Does your website speak to all your audiences, or to none in particular? If the answer is unclear, a good starting point is to choose your two most important markets and write for each the page you would want to find if you were in their place. Share your case on the Donkey Lab LinkedIn page.
Frequently asked questions about a website for multiple markets
What does a website for multiple markets mean?
It means having pages designed for different audiences, each with the message, language and call to action that suit the reader.
Do I need a separate website for each market?
No: a shared base with pages dedicated to the main audiences is enough. Messages and proof change, not the whole structure.
How do I know whether I am losing leads?
By checking enquiries and bookings per page and per language: if an audience arrives but does not convert, its page is not speaking to it.
Which market should I start with?
The one that matters most for revenue: write the complete page for it, then extend to the others.
Want to speak to each of your audiences?
We can help you map your markets, write the messages and build the pages that bring in enquiries.