As a web designer and one who wants to stand out from the crowd, one way to do so is to differentiate oneself from the competition.
If you want to make money online, you need to know how to create a competitive advantage distinguishing yourself from the competition, not just make a product or service look different from the others but using a personal brand.
A huge percentage of web designers today look at the competition and see only pretty logos and pretty website layouts. That’s a massive mistake, because if they can’t make a living off of their design, they won’t be in business very long.
I work with many individuals who are very talented and capable individuals but they can’t make money from their talent. Why? It’s because they look at creating a pretty site for somebody else, to be valuable to somebody else, as a profession.
Your talent as a web designer is more important than ever. It’s why you get into the field in the first place. Learn how to market yourself and you’ll get hundreds of job offers right off the bat.
You need to stand out from the pack because you’re not like anyone else out there. You’re unique.
Think about this for a moment. How many times have you heard a product description say something like “We don’t just sell them, we make them”. In the US that’s an instant disqualifier, even if the quality is good and they’re from a reputable manufacturer. You probably won’t want to buy that from someone else. It doesn’t feel good to be misrepresented, does it?
So how do you make an impression on your audience without sounding like a salesman? How do you distinguish yourself from the rest of the pack without looking like an idiot? How do you create a difference like you, without everyone else copying you and looking like a copycat?
Here’s what I’ve found to work.
1. Personality – You may have heard the term “Nicheology” or “The Human Factor” or something similar. In short, your brand’s personality. Take a look at things from the perspective of your target market. What do they like about you? How do you stand out from the crowd? What excites them about you? Do they associate your site with quality, or just quantity, or? What makes you stand out? What are the features of your site that your target audience loves?
2. Positioning – You may also have heard the term “Positioning”. Basically, why do your target market want to buy from you? Who are your competitors? What makes you unique? How do you differentiate yourself from them? What are the features of your site that your target market doesn’t want to deal with? How do you stand out from the crowd? Your niche will come from a position, and not from the competition.
3. Content – Are you providing great content? Are your articles written with quality and high interest in mind? Are your articles engaging and not just random information? Do they build up to something? Is your site constantly changing and growing? Is your site constantly developing and changing?
4. Pricing – Are you offering something for nothing? Is your site offering the best for the least amount of money? If not, how can you compete?
5. Communication – Are you engaging your target market? Do you understand them well enough to engage them? Do you have a firm grasp of their wants and needs? Do you have a feel for what they’re worried about? You have to understand them well enough to connect them to your product. How can you make them laugh, or make them happy? How can you provide information that they want? These are the things that give you a huge competitive advantage.
If you’re still trying to figure out how to become a market leader, think about these ideas and you’ll be on your way to getting noticed. And you’ll get noticed by the people you need to.
We’re the company that writes the checks, makes sure the company follows through, but it’s also about you.
What makes you different?
How do you make your site the best for your clients?
How can you make them care?
This is what will separate your company from the others.
Your product doesn’t have to be better than the competitor’s. But if your site makes your client laugh or feel something, that’s a competitive edge. What will make them care? Think about the things that would make you proud and pass on those to your clients.
You don’t have to create a site that looks like a chemistry set. But why not choose colors that make you look good? You don’t have to make a site that looks like a law office. But why not make a site that shows your clients you care? Why not make a site that makes your clients want you? Creating a site that connects your clients with you is a way of creating a competitive advantage, by connecting them to your company, your products and your services.
And if you have to create a site, why not create a site that makes your clients want you?
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