Would I EVER Want to Buy More Domains?
The only instance where I recommend buying a secondary domain is when an office plans to promote a secondary website via non-organic means such as a Google Ads campaign, digital display ads, social media ads, or an offline campaign of some sort. In these scenarios, the secondary website acts as a landing page.
A small website with a singular focus can reduce distraction of the patient with elements that aren’t about the target procedure.
We currently do this for a couple clients in the area of sleep apnea. Some have gone a step further by creating a second business devoted to this specific area. By creating a separate business entity, we can build Google listings for the new brand and can often achieve organic rankings alongside the practice’s main website. The upside is having one less top slot in a results page that is occupied by a competitor.
The drawback to this is pretty obvious: it duplicates efforts. You need to add content to both your main website and the secondary site. Both sites need promotion to gain visibility, so the costs add up. You don’t want to do it half-heartedly. Bring a sizable budget and a determination to dominate, and you’ll get a great ROI. Launch a website with a modest budget, and you’ll wait a long time to recoup your investment.