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Yes, they are ultimately looking for sales Bruce. It sounds like you think I should be optimizing user paths for each individual audience that they are targeting. I don't disagree with that. I just worry that this strategy places too much focus on on-site experience, guiding users through the funnel, but not enough on attracting an audience to begin with. I can't help but wonder if there is some happy medium...

Hi Bruce, thanks for reading. This is not a blog- just a website. The client wants to provide relevant information about what they do to audiences that might be looking for their services.

Thanks again! --Mark

Haha, that works well for me too. But definitely not for the client!

Thanks EGOL I agree, if this were a blog, or something that was regularly updated, but this is more a brochure-style site. I want our audience to know how we can help them, more than anything. I just don't know if I should tailor individual pages to our 4 target audiences, or tailor pages to the specifics of our services. Or both...

Ahhhh information architecture and content strategy, so much fun! Thanks for your answer!

I'm building a marketing site for a client that does stage lighting design. They also do commissioned artwork installations, interactive design for tradeshows, etc. Because their work spans multiple industries (concerts, performing arts, live television, television advertising), I'm trying to figure out if their content should be targeting the industry, or the actual services they offer.

There seems to be enough search volume to target traffic for specific clusters of keywords, but I think it would be a better user experience to tailor pages towards audiences. Should I lean towards creating pages for services offered ,or potential audiences? (A page for lighting design and one for interactive video displays, vs a page for museum directors and one for agencies) Or both? Thanks for any help!!

Thanks Kurt, we're throwing the switch tomorrow, so I'll definitely post an update sometime afterwards!

Thanks again,

--Mark

TLDR: As part of a corporate rebranding/restructuring, my parent company is asking me to redirect just the homepage of our website to another page on their website. How will this affect rankings of all of the other pages on our site?

I work for an organization (XYZ Corp) that is owned by another company (Big Conglomerate). XYZ Corp's main function is building custom skinned microsites for marketing purposes that live on our domain in a traditional directory structure (no subdomains).

This morning, I get a request to redirect XYZ Corp's homepage to live at bigconglomerate.com/xyzcorp. But all of our original microsites are to remain as is.

Technically, I know how to accomplish this redirection. My question is- should I? Or should I fight this? I searched previous Q&A's, but wasn't able to find someone else who was concerned about losing search rankings for sub-pages due to losing their website's homepage.

A few more details-

• The microsite pages are not linked to from the homepage.
• The microsites do not link back to the homepage.
• We cannot move the microsites to bigconglomerate.com because everything that lives there is a cookie cutter CMS page.

This is my first question ever, please go easy on me! Thanks,

--Mark