Websites for Super High-End Companies in Super Niche Markets
3 Things to Keep in Mind if Your Website Isn’t Meant for “Everybody”
No shocker here; but the website is today what storefronts, shop-fronts and display windows were a couple years ago – they are a quick and visual way to say a million things about what your company has to offer, and ever more importantly, a way of ATTRACTING traffic to you.
Take iHome Systems for example, distributors of high-end, sophisticated smart-home technologies such as customized lighting, security and home entertainment – while iHome has a stunning showroom in a prestigious Bangkok tower, what they don’t have is the old fashioned storefront.
You’d guess that most companies would want to attract as much traffic to the store as possible, cuz it’s a numbers game. More customers = more opportunities to sell! sell! sell!
NO! Au contraire!
When you’ve got a super high-end company and a super niche market, what you really need is qualified traffic. If your company fits the above description, I needn’t explain to you the many reasons why this is so. You already know that not encouraging “unqualified” traffic is actually an act of kindness, not only to your audience, but to your team as well.
Websites for a niche market
We had the pleasure of sitting down with Patama (Paddy) Mokaves, iHome’s Director of Corporate Affairs, who worked with Vimi at creating iHome’s website, which provides state-of-the-art technological solutions to suit a very particular client base:
In most cases, ihome’s end users are either ultra tech-savvy first adopters, well heeled, or both…
It‘s a virtual showroom that displays the wide-range of products and services they offer; from initial consultancy & product lines to after-service maintenance. She explained the people iHome looks to attract are those who already know what they are looking for, so in terms of SEO, they were looking at quite a narrow scope.
A carefully crafted business tool
In terms of a business tool, she worked with Vimi keeping two main end-users in mind:
- New Leads – People iHome hasn’t ever met, but are in the market for the products and services they offer
- Existing Leads – People iHome had already initiated contact with, but who may visit the site for information – for these folks, conveying creditability was paramount – “Vimi understood this immediately. They’ve also got incredible business acumen.”
3 Things to know when you’re NOT marketing to everyone
There are three things to keep in mind when building a super high-end site for a niche market:
- It isn’t just aesthetics – You’ve got a sophisticated clientele who expect you to know how to approach them
- Ensure that the site is properly categorized and compartmentalized accordingly, so that it’s optimally easy for users to navigate
- Remember: your website is your 2013 storefront – invest in it!
Presentation is everything – you’ll never get another chance to make that “just-right” first impression