A great idea can hit you anywhere. It can wake you at the more specific you get, the more your niche will feel you
2:00 a.m., so compelling that you jump out of bed, put on understand them and can serve their specific needs.
a pot of coffee, and begin outlining your business plan.
Remember, though, in the heady rush of dreaming up the
Step 3: Position Yourself
business, to build a launching pad for it. In other words,
a presence on the Internet. Because in today’s buzzword
If you’ve done your homework, then you’ve researched the
search-engine climate, a website is the most powerful
competition. Who are they? What sets you apart in terms
marketing and sales tool available to any company, large
of customer base, quality, service, and other aspects?
or small, cottage industry or inspired solopreneur.
What makes you unique? Look for gaps in the market that
aren’t being served – those gaps will help you position
You don’t need to be a cyber-genius to go online and get
yourself and define your niche. Plus, it’ll help you hone
results. But unless you have a clear business objective and
your offerings, making you the expert who is sought out for
your know-how.
Step 4: Describe “What” and “How”
Whether you’re selling a product or a service, what you’re
offering has to solve something or offer something for
your customers. How it does that is key to making them
choose you. If you can’t describe the “what” element,
your customers won’t know you have a product or service
that might benefit them. If you can’t describe the “how”
element, your customers won’t be clear that it is doable,
usable, and of value. The “how” element also gives, in
precise terms, the ways in which the product or service
will provide the results customers want. It is a descriptive
roadmap from Point A (their need or want) to Point B (the
results or benefits).
Step 5: Brand Yourself
message, you could waste a lot of time and money without
Let’s say you’ve already named your business. Now you
accomplishing much. Here are seven steps to guide you
need images, words, feelings, to make it distinctive. To
in developing your website. Use this system as a clear
make it a brand. Branding involves several elements:
roadmap, so you don’t find yourself wandering in circles.
• Perception — How do you want your customers/
clients to think about your business? How would your
customers describe you and your business? What value
Step 1: Strategize
do your products/services provide, and how do you
Talk strategy with your website designer — clarify how your
want the world to perceive that value?
business goals and objectives translate to a website. You
• Logo — Clarify your message based upon the
can’t create an effective website design if you don’t know
perception you want your customers to have about your
what you want the website to do for you.
business, your niche, and how you want to position

yourself. Distill that into an image that will be the visual
Step 2: Define Your Target Market and Niche
representation of your company: your logo.
What overall customer base do you serve? — that’s
your target market. Who are they? Any particular field
• Tagline — Then translate that into a powerful,
or industry? What characteristics, interests, or needs do
compelling tagline. Keep it brief (3-7 words). Make
they have in common? Within that customer base, find a
it memorable. Be sure it fits your business. The best
smaller group that’s a more specific fit for your product or
taglines are evocative, meaning they conjure images,
service, and which may not be served by your competitors;
thoughts, and feelings.
or both — that’s your niche. If your target market is people
• Graphics — Choose visuals that best express
in job search, for instance, your niche might be people in
and integrate with your logo and tagline. Support your
job search, over 50, who don’t just want to change jobs,
message with every visible aspect: colors, typeface,
they want to change careers.
styles, and other graphic elements.
Why do you need to define your target market and niche?
Because: (1) you can’t be all things to all people; (2) you
and your customer base need to find one another; and (3)
Step 6: Create Your Website
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