Website Marketing: What You Ought To Understand Before Getting Started (Part 3)
Part 3 of 4. — The term “insurance” is too broad, and is subject to fierce competition. If your business isn’t listed in the first two pages of search results then its likelihood of being noticed is quite low, and most of the top insurance companies are billion dollar businesses. As such, the chances of a small business ranking favorably with such a keyword are quite low.
– Just as with our flower shop example above, Matt could benefit by specializing. There are many types of insurance: home, car, life, etc. Unless he sells every type, it makes little sense to use such a generic term. Even if he does sell many types of insurance, it makes more sense to create a unique site customized for each type than it does to lump them all together.
After talking, Matt determined that he’d like to focus on car, home or boat insurance because he knows them well. But, even these three terms are too competitive so we set out to find the term that’s “just right”.
Our research led us to three terms that had very little competition and, as such, would garner more notice for Matt’s business. These were “homeowners insurance,” “classic car insurance” and “yacht insurance.” While your first impulse may be to believe that businesses and terms with no competition are most desirable, unless you are a pioneer in your field, no competition also means no demand.
Matt chose to specialize in homeowners insurance, as it was a subject with which he was most familiar, while leaving the opportunity ope for future expansion into his other specializations later. Matt’s choice was sound on several levels. While representing himself as a homeowners insurance salesman online, nothing prevents him from building trust with clients and selling them classic car or yacht insurance at a later date. Had he positioned himself as a generic insurance salesman, he likely wouldn’t have gotten noticed. Similarly, had he specialized in car or boat insurance then his future expansion would be limited by the fact that those purchasing these types of insurance already owned homes.
Also, while the internet is global, most of Matt’s business will be relatively local. It would make little sense for someone in Oregon to do business with him, for instance. As such, we registered the domain named “Florida-homeowners-insurance-choices.com.” While this name is great for search engines, it is difficult to remember and even worse for printing on business cards. To that end, we also registered “MossHomeownersInsurance.com” and pointed it at his main domain name. As such, Matt has the best of both worlds for his website marketing strategy: a search engine optimized domain as well as one that is easy to remember and say.
All this is to say that you shouldn’t register a domain name first. Instead, let us do the research to find the most profitable keywords for your business.
The second biggest mistake businesses make is purchasing hosting before they determine their needs. Hosting companies run different operating systems with the two most popular being Microsoft Windows and Linux servers. Neither is better or worse than the other and 9 out 10 times either will work for one’s needs. However, 1 out of 10 times, only one will meet one’s needs.
Furthermore, we have found one system that’s simply the best way to conduct business online: Site Build It (SBI). Basically, SBI is a hosting system plus much more. For the price of typical hosting, SBI provides a Website with dozens of built-in, automated tools that practically assure your success. Frankly, SBI is the right choice for about 95% of all of our clients and because SBI actually takes care of registering your domain name and setting up your hosting, it’s another reason that you should not do it yourself. Be sure to checks Parts 1, 2 and 4.
Since you read all the way through this page and are reading this currently, we understand you desire the best Gorilla Web Site Marketing… That’s Ace SEO & Web Design! for Legal Website Marketing 6092VZBC
