If you’re finding you get leads but aren’t converting them, revisit your niche—it just might be the hurdle you must overcome in making your profession take off.
The Problem With Not Defining Your Niche
Don’t allow your website to function in a “catch-all” mode; pare down to the core passion you can deliver on and market within that niche. If you operate in an “I can do all things/I’ve got all the answers” mode, your focus is too broad to convince leads to chomp at the bit. A buyer wants evidence that the seller has a razor-sharp focus on their particular pain.
You can be a shoe salesman and compete with the millions of other providers in that category.
You can be a men’s shoe salesman (well, that knocks out about half of the population).
You can be a mens’ workboot salesman. This tremendously streamlines your target. MUCH better because much narrower target: male, blue-collar industry, construction, protection, warehouse workers.
And if you’re versed in SEO, you’ll recognize that this is where you can really start identifying your best keywords and keyword phrases, which boosts your site’s ability to be found.
Narrowly defining your product naturally skims the fat, allowing you to get to the cream of the population: your target market. Focusing on that cream will take your small business from minnow in a big ocean to catfish in a river. (So, I’m not a fish person, but you get the point). Read our Top 10 SEO Questions to Ask About Your Website to brush up on your SEO knowledge.
How easy it is to define your niche is directly related to how well you know yourself and your offering. Start by answering questions like these: What aspects of your profession are the most appealing to you? What offerings in your mix have proven most successful to you? If you’re attempting to be a catch-all, chasing whoever will allow you to be of help, or worse—chasing the mighty dollar, you are watering down your survival chances.