Whatever the goal of your website – whether you have products or services to sell or you want to build a following and a brand for future entrepreneurial endeavors – your goal is to get more visitors to your site. However, HubSpot reports that 55 percent of online visitors spend fewer than 15 seconds on a website. Attracting visitors to a website is one issue, but keeping them there is another important one. How do you keep visitors on your site for longer, and better yet, have them return? Do a good enough job at capturing visitors’ attention and you can even count on them to do some of your marketing for you by sharing links to your site. The best way to capture visitor interest is to find your niche.
Identify a Need in the Market
You can’t just put up a recipe blog, for example, and hope the masses will flock to it. When developing a website, identify a need in the marketplace in order to uncover your niche. Ask yourself:
- What can I offer that’s different?
- What subset of this industry is missing adequate coverage?
- What have people in my intended market often wished they could see?
For example, rather than coming up with a general recipe website, focus on recipes for busy moms or recipes for people with a certain medical condition. Look at what you have to offer that few else do. You can even work backward and identify what people in your intended demographic need and then research how best to offer it. For example, you may not eat a no-carb diet, but if you decide you want to create a no-carb recipe website because you believe people are calling for it, you can do the research to meet that need.
Finding the right niche only goes so far on its own. You have to identify a clever method of delivering your content. Adopt a tone for the website – humorous or casual, or authoritative, for example – and use that tone consistently throughout on every piece of content and media. If you’re not offering something entirely unique – there are already no-carb recipe websites, for example – than the way in which you deliver it could be the unique niche. For example, perhaps you take pictures of little toys you arrange beside the recipes or you deliver your recipes in comic book fashion.
Develop an Attractive Website
The look of your website is just as important as the content. The content is what gets people to stay on your website and return later, but the look and usability is what prompts them to even check it out. According to Nielson, 61 percent of mobile data plans are for smartphones, so your website design has to include easy accessibility on mobile devices. It should also just look nice with a compelling color scheme, plenty of photos you have the license to use, and even videos if you can produce them.
There are so many factors that go into holding an audience’s attention when developing your website, but finding your niche is easily the most important. Don’t focus on the wider demographic who might only visit your website for a short spell when you can capture the attention of a smaller but more supportive group of people. From there, the number of visitors to your website will grow largely on its own. To roughly quote a film: “build it, and they will come.”