I’m sharing about why a website must be tailored to your industry expectations because I’m a bestselling entrepreneur and author. Plus I’m the founder of the program: How To Make Profitable Courses – Without The Overwhelm. I love to help individuals and companies to be more successful.
Building an online presence feels pretty intense nowadays, especially when you’re surrounded by seemingly perfect business accounts and websites that boast sleek graphic design as the minimum.
Your competitors can seem to have everything figured out, from their social media presence to their perfectly crafted email campaigns, as well as ranking highly on search engine results pages (SERPs).
It’s tempting to look at their success and think “Well, I’ll just do exactly what they’re doing.”
The trouble is that copying other businesses rarely works out perfectly on a 1:1 scale, and making a too-generic website isn’t a good idea. Instead it’s best to be focused on your exact niche and try to maximize the features one would expect.
For example, with tailored websites for realtors, you can make sure the photography and listings take centre stage, that widgets and features that include virtual tours work well across a range of devices, and that you design the aesthetic exactly for the clientele you’re looking for (a website catering for student apartments is going to look different to one serving luxury real estate).
Now, it’s easy for us to say that without really digging into why you should try to specify your niche and not just copy the competition online.. So instead of just telling you not to do something, let’s give you context as to why:
Even if you’re in the same industry as another business, your ideal customers might be completely different.
For example, if your customers prefer personal, direct communication, then trying to copy a competitor’s formal, corporate tone won’t connect with them properly. Remember that your existing customers chose you for a reason – they already appreciate what makes you different. If you about-turn as you grow that might seem like the business has lost its flair. If you can, work with copywriters and designers who understand your unique messaging, to make sure it matches exactly.
Large businesses often have entire teams dedicated to their online presence, complete with photographers and social media managers working full-time. Trying to match that kind of output when you’re managing everything yourself (or with a small team) isn’t realistic or sustainable, at least when you’re starting out.
So, instead of stretching yourself thin trying to keep up with multiple platforms perfectly, it’s best to think about investing your energy where it matters most to your specific business. For instance, real estate might involve a well-managed Facebook page serving your customers better than five half-hearted social media accounts, because that’s where your audience is if you serve the specific niche of retirement homes.
Your business has its own unique history, values, and personality, even if you don’t think you’re doing much different than other companies. Maybe you started your company because you spotted a gap in the local market that you uniquely positioned yourself into, or it might just be that you have special expertise that sets you apart based on your past career and connections earned from that.
Even something as simple as sharing behind-the-scenes glimpses of your daily operations, or embedding YouTube Videos from your house tours can create more genuine connections than polished, corporate-style content designed to sand off all your corners and edges, so to speak.
With this advice, we hope you can focus more on building an authentic online presence rather than trying to become a carbon copy of another business.
If you want to grow your business, it’s always worth getting the support of a successful business consultant to help keep you on the right path. I’d love to work with you. Learn about my business consulting program here.
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