[Paul Boag] So here's the secret to successfully marketing

a web design agency. You ready for this? Specialize.

Now at first glance this may appear counterintuitive,

because effectively what you're doing is you're narrowing

the number of people that you can potentially get business from.

By specializing you're saying, "I'm not doing this," or "I'm not doing that."

That's a weird thing to do, isn't it?

It will make you feel very strange, but there is a reason for it.

At the end of the day, when it comes to marketing and sales

you've got finite resources, and so you need to focus

those resources where best they're used.

Better to be regularly heard about by a small audience

than heard about once in a blue moon by a bigger audience.

So, how do you specialize? Well, there are different options available to you.

First of all, you can specialize in what you deliver,

So you could go, "I only work on Ecommerce web sites,"

or "I only do WordPress web sites." You get the idea.

The second option is to specialize in the local area where you are,

so you might be the best web designer in Orlando, for example,

or you can specialize across a market.

For example, you could be a specialist in the charity sector,

or a specialist at building school web sites,

or a specialist at doing church web sites. It really doesn't matter.

Now once you've specialized, you can start

focusing your marketing at a specific audience.

You could focus right down at only talking to people that want an Ecommerce site,

or only people within your local geographical area,

or only people that want a charity web site,

a school web site, a church web site, whatever your specialty is,

and the great thing is not only are these people now easier to reach

because you're more focused, but you will gain a reputation

as being the go to guy in that particular area.

When compared to other web design agencies you're going to look

so much more appealing because you're going to look like the expert.

That is the wonder of specialization—

that it sets you apart from the crowd and makes you different.