Build secondary websites more efficiently with clone sites
Why reinvent the wheel?
A clone site lets you spin up a new website using the same foundational codebase as an existing one, what’s known as a “shared codebase.” Think of it as a sibling site: it shares the same architecture but has its own unique branding, content, and objective. It’s a smart, streamlined way to launch campaign-specific or service-focused sites without the time and investment of building from scratch.
Case Study in the Efficiency of a Clone Site
When Josh Cheatham, CEO and Owner of Furtado, a major infrastructure engineering firm, came to us for a full-package custom website in 2024, he was ready to invest in a website that reflected the quality work his team performed. We partnered with Furtado to build a custom website, featuring a flexible, modular backend that could scale with the business. The website has since been well received by clients and the Furtado team has been able to easily make all of their content updates internally.
Six months later, Josh returned asking for help to stand up his newly formed nonprofit organization and brand, Sallie Foundation. Thanks to the existing Furtado site infrastructure, we were able to clone the Furtado site to use for the Sallie Foundation in just two months. By utilizing the original codebase and site’s functionality, we turned our focus on creating a distinct design and visual brand identity. We also designed a beautiful and intuitive site all with a much faster turnaround and lower cost to the client, maximizing their original investment.
While this is one instance about cloning a site, there are other ways that you and your business could benefit from this method:
Potential Applications for Your Business
+ Priority Service Offerings with a Unique Audience: Do you have a new division, service line, or niche audience? A clone site gives you space to speak directly to them without crowding your main site. Our client, Edge Concrete, came to us after they made the business decision to split their company into two – Edge Concrete and Edge Themed Environments – to appeal to their different audiences. (See Edge Theme Environment’s work with the Imagine Children’s Museum). The clone site approach allowed us to develop their initial website, then clone it to create the second site. Resulting in two sites that complement each other under the parent company.
+ Short-term Campaigns: Running a recruitment campaign, a thought leadership initiative, or a limited-time offer? Clone sites can be spun up quickly and shut down when they’ve served their purpose.
+ Landing Pages for Specific Markets: Targeting a new region or industry? A clone site lets you localize messaging, design, and calls to action—while still tying into your larger brand.
+ Holiday or Event Campaigns: Want to celebrate the season, run a year-end giving campaign, or launch a community engagement effort? Clone sites offer the perfect, low-lift container to make these ideas come to life. We recently built a clone site for UMC’s holiday campaign targeting their clients, featuring a video produced by Hansen Belyea, and a fundraiser to honor a member of their team.
There are multiple strategies for each of these business needs; however, here are some of the benefits of choosing to clone a site:
The Benefits of a Clone Site
+ Familiarity for Staff: Since your staff will already be familiar with the backend of your original website, making updates and changes to the new second website will be a breeze.
+ Creative and Storytelling Focus: Instead of spending time (and budget) on backend infrastructure, we can zero in on what makes each site unique: the brand identity, the visuals, and the narrative. In the Sallie Foundation’s case, that meant a logo and site design tailored to the foundation’s mission.
+ Cost-Effectiveness and Faster Turnaround: Codebase reuse saves clients money and time, achieving a professional digital experience with a faster turnaround. The Sallie Foundation site launched in just two months which is invaluable for time-sensitive initiatives.
+ Flexible Reuse for Future Campaigns: Once the codebase is in place, it becomes a powerful tool for future growth. Think campaign pages, event-specific microsites, seasonal initiatives, or even internal tools. With the right foundation, you can “reskin” and relaunch new clone sites without starting from scratch again and again.
Clone sites offer a flexible, cost-effective way to expand your digital marketing presence without compromising on quality. By building on a strong foundation, you can move faster, spend smarter, and stay focused on business development.