Specialisms and Social Proof - Boosting your business

Running a business means wanting to do everything. It's natural for small businesses to want to do more; it's easy to believe that if you offer more, you'll attract more clients and earn more money. However, if you try to provide everything related to your industry, you'll harm your marketing, brand, and, most importantly, your profits.

Today, we're going to explore two key strategies that can help you earn more money with less effort: selecting your specialism and establishing your social proof. We've taken data collected from the businesses we've personally worked with to build their brands, and we're sharing their lessons with you.

The person who cares most about your business is you. Your customers? They know and care less about you and your business, and all they're looking for is a solution to their problem. Sadly, you aren't their 'Knight in shining armour', and they're not going to wade through four pages of search engine results to find you. You are not 'The One', you are just 'One'.

Your website needs to be on the first page of Google for precisely this reason, but once you're there, the job isn't finished. Next, your website itself has to hook your traffic to convert them into leads. Your website is your CV, and your traffic is the disinterested hiring manager. Your task is to highlight your relevant experience and demonstrate your strengths quickly.

The Boiler Co Bristol

There are, sadly, no prizes available for guessing what The Boiler Co. does, but if you thought "Boilers", you'd be correct. Services include: Boiler Repair, Boiler Replacement, and Boiler Servicing. The list goes on, but you see the common theme. The Boiler Co doesn't rank for 'Fix toilets near me,' but they are at the top of their local search results for terms like 'Boiler replacement near me.'

If there were a second company called "Zappy's Electrictricians, Toilets and Landscaping", customers are less likely to trust them for any of their services. The company will have to work three times as hard as another company focusing on a single service. While Zappy's might attract more customers, they won't have a powerful enough draw to convert any of them.

You need to have a strong identity in your sector. If you don't, you risk losing customers who need a more specific solution! When you build a strong brand, you can write more content about what you focus on, connect with a particular audience, and prove yourself as an expert.

Can I rank well for multiple niches?

Yes, you can rank well for multiple specialisms, but be aware that it's much harder. All of the work you do ranking for one niche will have to be repeated for everything else you're trying to offer. Even when ranking for many specialities, you should stay within one category. When tracking your SEO, we want to make sure you don't end up in the 'Uncategorised' section. The Uncategorised section means that you don't have a strong online identity.