December 25, 2012

broomAt this time of year, many people are putting large amounts of energy into cleaning and tidying their homes, getting ready to receive guests. But how much attention has your business given to receiving guests to your web site? Your web site should make it easy for visitors to find three crucial pieces of information about your business – your unique selling proposition, your niche knowledge, and your track record.

Unique selling proposition

Your business is not the same as other businesses. Whether it is the attitude you bring, your particular blend of past experience, or simply the types of jobs you take on, there is something about your business that makes you unique. Your web site should showcase this aspect of your business so that it is clearly visible to the potential customer.

Consider plumbers. One might stress that they have been in business longer than anyone else in that particular city, another might stress that they have 24×7 response teams for plumbing emergencies, another might stress that they quote prices by the job rather than the hour so there are no surprises, and yet another might stress that they use the newest high-tech tools for diagnosing potential plumbing issues before they become expensive problems. These are all the ways in which those particular companies are unique, and which will shape the rest of how their websites are presented.

Niche knowledge

Some companies are generalists, but most companies have one or more niches in which they have developed more than just a surface level of skill. That niche knowledge makes the company more appealing to other businesses in that niche, who feel that the company will understand the details of their industry already, and be able to focus on what makes their business unique and different within that industry.

This also allows you to refine which areas you would prefer to work in. You may have done work with a car dealership, and developed significant knowledge of the new and used car industry. However, while doing that work, you may have determined that you do not want additional work in that industry. By specifically defining the niches in which you have knowledge and experience for your potential customers, you encourage businesses in the industries in which you want to continue working, and discourage businesses in the industries in which you don’t want to continue working.

Track record

Finally, you should include your track record on your website. This can be a list of satisfied customers, before-and-after photographs of successful jobs, a page of customer testimonials, or some combination of all three. The point is to show prospective customers that you have done something similar to the job they are considering you for, and done it well.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

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