On the web there are some websites that sell everything. Amazon and ebay are the biggest ones. These sites are hugely successful.
However there are also a large number of businesses that seem to offer a load of different services. This can be rather confusing and not as beneficial as it sounds. As business owners it seems good to have as many bases covered as possible, but as a customer this is not always the case.
Let’s imagine you are looking to buy a fountain pen.
Now you search online and you find many different websites selling fountain pens. One of them is a stationery site that sells thousands of products, it has good prices and looks interesting. Now you check another site and see that this one is a fountain pen expert site. It is a store focussed on fountain pens. They have a lot of information, good prices but above all they know their stuff, and that’s all they sell.
Who would you most likely buy from?
The stationery site that happens to sell fountain pens? Or the fountain pen expert?
On the web it pays to be an expert. There are many people out there who claim to do everything. It is often better to claim to do very few things and do them really well.
Can you focus your website a bit more? Can you perhaps make multiple sites each of them concentrating on one area of your business? Analyse your site, do your visitors know what you do straight away, and are you portrayed as an expert?
I don’t know about you, but I prefer to buy from the experts.
