Should You Avoid a Niche-Designed Website?
Niche Websites: The Good, the Bad and the Ugly
There are web design and hosting companies out there that focus on a specific industry or niche. Some create only Realtor websites, others specialize in car repair shop websites, some do only podiatrist websites, and so on. They have advantages and disadvantages, and for some situations they may be the perfect solution. But for others, they can be a very bad solution despite how attractive the process might appear.
The Good in niche websites
- Considering their specialty, they may understand your target market or readership perfectly; better than other web designers.
- Often you’ll have a single point of contact for web design, web programming, content writing, etc. instead of different individuals.
- They may integrate with your back office systems like practice management systems, CRM (Customer Relations Management) systems, etc.
- They may offer specialized, pre-programmed tools to enhance your website; things like mortgage calculators, diagnostic questionnaires, etc.
- They may have pre-written content that can really expand and flesh out your website.
The Bad in niche websites
- You may get stuck. If you’re unhappy with pricing or customer service, you may be unable to pick up your website and plunk it down at another web hosting company.
- If you’re stuck, you may find yourself at the mercy of abnormally high recurring costs for your hosting.
- Once you’re stuck, the company may have less motivation to update your site to current standards and your site may begin to look stale.
- Limited templates may mean your site looks like a lot of other websites that are in your niche.
- In some cases, you don’t own the rights to the content on your site; it may be legally owned by the website creator, not you, the website owner. That means if you want to move your site away from them, all the content needs to be rewritten from scratch.
The Ugly in niche websites — sometimes
You may be in a niche that doesn’t require SEO. Not every website needs to draw visitors from search engines. Someone new to a community may search online for a pediatrician or a podiatrist, but someone who needs a brain surgeon is very unlikely to search the web to find one. If you’re that brain surgeon, you rely on referrals from other doctors and patients, and your website serves to provide information to people who have already been referred to you. For you, a niche-specific website may be perfect.
But if you’re like most website owners you need to attract new customers, clients and patients via your website. You need to show up in search engines when people look for what you sell or what services you provide. Here is where niche-designed websites may get ugly.
Some may not permit many optimization techniques that will help your website show up for the searches your target is looking for.
But perhaps the ugliest thing is something I listed above as a good thing: They almost all offer pre-written content for your website. If you’re a podiatrist, say, they may have content about bunions, ingrown toenails, ankle injuries, plantar fasciitis, and many other conditions of the foot and ankle. Good, right?
Not really.
The Danger of Duplicate Content
Let’s say you want patients suffering from bunions to find you online. If a dozen local podiatrists have a page about bunions that says the same thing on all of their sites, Google is very unlikely to show more than one of them in search results. What good does it do the searcher if every one of the top ten results has exactly the same information for them?
How likely is this to happen? Well, in a search for a local doctor who treats bunions, I found a podiatrist’s web page that began with this sentence: “A bunion is a bone deformity caused by an enlargement of the joint at the base and side of the big toe (metatarsophalangeal joint).” That page has a good deal of relevant, interesting content. But then when I searched in Google for that precise sentence, I found quite literally thousands of web pages (2,800 to be exact) with exactly the same content. The likelihood that multiple podiatrists serving the same geographical community have the same page on their websites is very high. Any two or three such podiatrists are almost certainly not all going to show up on the first page of Google because of that duplicate content issue.
Those websites will be fine as brochure websites for people who already know the name of the doctor or medical practice, but almost worthless in terms of attracting people looking for a podiatrist on Google, Yahoo, or Bing.
Does your experience with a niche-designed website support or contradict this? Let us know in the comments below.
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Clearly, many potential clients come not from search but via referral: from a friend or another attorney. Those people will still go to your website to check you out and verify your expertise and professionalism. Regardless of how a potential client ends up on your site, it’s up to your website to convert them into a paying client.
Identifying the right keywords and doing on-page keyword optimization is arguably the easy part. The hard part is developing a compelling UX (User Experience). In a competitive niche, that’s what separates the high flyers on Google from the also-rans.
Your web page or blog post or newsletter may be astoundingly helpful or surprisingly informative, great fun to read and generally a gem that your target market really needs to know about and read. But if your subject line or headline isn’t good “click bait” — something that will make it impossible to pass up without clicking on it — no one will know.