{"id":3605,"date":"2025-04-29T11:53:46","date_gmt":"2025-04-29T16:53:46","guid":{"rendered":"https:\/\/www.weblinxinc.com\/blog\/"},"modified":"2025-10-17T16:56:08","modified_gmt":"2025-10-17T21:56:08","slug":"myth-9-your-website-should-appeal-to-a-wide-range-of-buyers","status":"publish","type":"post","link":"https:\/\/www.weblinxinc.com\/blog\/myth-9-your-website-should-appeal-to-a-wide-range-of-buyers\/","title":{"rendered":"Myth #9: Your Website Should Appeal to a Wide Range of Buyers"},"content":{"rendered":"

At this point we have already established that your website needs to be oriented toward revenue growth, whether that\u2019s through leads, online sales, walk-in visits, or some other method. And to a certain degree, digital marketing always comes down to a numbers game. Some percentage of visitors to your website will decide to do business with you. All things being equal, more visitors equals more business.<\/p>\n

That brings us to the next myth, which tells us that your business website needs to appeal to a wide range of buyers within your market or industry. The idea here is to push the numbers up as high as possible \u2013 through design, content, ads, SEO, etc.<\/p>\n

\"Social<\/p>\n

If you are thinking about web design outcomes on a spreadsheet, then this line of thinking would make a lot of sense. Unfortunately, we do business in the real world. And when you\u2019re dealing with live customers you find that things like percentages and conversion rates don\u2019t always line up the way you think they would.<\/p>\n

Although it might feel like it runs contrary to basic math, our advice would be to narrow your website to as small an audience as you can from a profitability perspective. In this article we\u2019ll explain why.<\/p>\n

Narrow and Deep vs. Wide and Shallow<\/h2>\n

As we mentioned before when referencing the basics of search engine optimization, the internet is a crowded place. If you run a local brick-and-mortar business, there isn\u2019t a huge risk that your three closest competitors are all going to open locations on the same block. Online, though, it\u2019s incredibly likely that you\u2019ll have five or ten competing websites show up next to yours on Google. There might be many times more than that.<\/p>\n

In order to stand out from those competitors, and to make it easy for your best customers to find you, you\u2019ll want to drill down your messaging to a very specific niche. You might be the best chiropractor in Richmond, have the number-one dog grooming service in Alexandria, or be the best B2B medical billing processor in the world.<\/p>\n

These are fictional examples in the sense that we haven\u2019t worked with specific companies that fit these profiles. However, they all project a very specific point of view. Each of them is quick, clear, and easy to both explain and understand.<\/p>\n

The point is to make your market positioning as narrow and deep as possible. You want to do (or sell) something that\u2019s for a very specific audience. When you do so you make it much easier for your best potential customers to identify themselves and resonate with what you are offering. That, in turn, boosts response and conversion rates throughout your site. Or to put things in simpler terms, the visitors who fit your profile of an ideal customer (buyer persona) are more likely to contact you and take the next step.<\/p>\n

There is a flipside to this, of course, which is that the narrower you make your website and online marketing campaigns, the more people you \u201cmiss.\u201d That is, lots of folks will arrive on your pages, see your content, and decide that your website and business aren\u2019t for them. That might seem disheartening if you\u2019re stuck on spreadsheet thinking, but it can actually be a great thing.<\/p>\n

Again, we\u2019ll grant you that the idea of turning away customers on the internet seems like a bad idea. But we think it could be the best thing for your business in the short run and the long run. Let us explain why.<\/p>\n

Narrow Marketing Is Easier and More Profitable<\/h3>\n

If we were speaking to an audience of business owners and suggested that they should set up their websites for smaller audiences and fewer sales, we think we would get more than a few uncomfortable looks. Even so, we\u2019ll stick with our position. As it turns out, narrowing your website to a smaller audience base is almost always the smarter, more efficient move. That\u2019s because it brings a number of benefits:<\/p>\n