One site, nine venues

A hospitality group built nine venues over the years. A dining room here, a bar there, a function space upstairs. Each one has its own crowd, its own mood, its own reason people walk in.

The website did not grow with it. Everything got bolted onto the one site. Nine venues, one navigation bar, one homepage trying to speak for all of them at once.

Somewhere in that pile sat the most valuable audience of all: couples planning a wedding. They were looking at the same menu page as the Friday lunch crowd.

When one page speaks to nine audiences, it speaks to none of them. The couple planning a wedding does not care about the parma night. The regulars do not care about the function packages.

Every visitor had to do the sorting themselves. Most did not bother. They bounced, or they rang up to ask a question the site should have answered.

This is not a design problem. It is a message problem. Nine voices were being forced through one mouth.

The move is drawn above. The one overloaded site becomes nine venue sites, each with its own voice. Each one speaks only to its own crowd, in its own register, about its own room.

Then one more: a dedicated weddings site. The highest value audience gets its own front door, its own photography, its own enquiry path. No parma night in sight.

Behind all ten sits one thing that does not multiply: a single message spine. What the group stands for is written once and held at the centre. Each site expresses it in its own voice. That is the difference between distribution and drift.