Marketing like a specialist

A lot of really smart people will tell you that if you want your business to succeed, you need to specialize.  A specialist doesn't have to worry about all the fringes or how their work fits into the whole picture.  They only have one focus, and as such can spend more time researching, testing, and becoming an expert in that focus.  But that's not why they suggest you be a specialist.  The main reason for specializing is because it is easier to attract business.

Why?  Why is it easier to attract new business when you are a specialist in a very particular field? 

If you're looking to order the perfect Christmas tree, in Phoenix, this holiday season, consider these two options.

• The Christmas Tree Company that specializes in Christmas trees
• Moon Valley Nurseries that has Christmas trees

It feels safer to go with the company that specializes in Christmas trees, and when you visit their website, linked above, you know you have arrived at a place for Christmas trees.  Moon Valley Nurseries is more than capable of providing an excellent tree, but the landing page doesn't feel "Christmasy."  It doesn't let you know that you have arrived at the place for Christmas trees.

You don't have to specialize, but you do have to let your visitors know they have arrived.  They don't need to look any further, because you are the expert they have been looking for.

If your business sells multiple products or services, consider making separate landing pages that let your visitors know they came to the right place.

Need help with your landing pages?  Hit me up at jsmith@contourthis.com to see how we can help.