Professional websites must first make themselves an expert in this field
First of all, we have to define a professional website. The professional website mentioned here refers to a website that focuses on a certain field, industry, or a specific region.Its characteristics are three: one is concentration, not everything is included, and everything is done; the second is scope, which cannot be infinitely extended; the third is professionalism, and the service object has one or more significant characteristics.
Why do you need to build a professional website
It is not difficult for people who pay attention to the Internet to find that there are more and more professional websites in recent times. There may be two reasons. On the one hand, there are insufficient resources or insufficient information. Insufficient resources, including funds, experience, talents, etc., but they do not want to lose the best opportunities, so they have to start from a small field.Not enough confidence generally refers to new entrants. Among them, there are traditional industries who have transformed into the Internet, and some have been newly added products from Internet companies. They often enter with an "experimental" attitude and test the market's reaction and the correctness of the website model through one point.Whether it is those who lack resources or those who do not have enough information, they have a common "must" in their common sense. For them, professional websites are just their experimental field and will develop towards a broader field whenever they have the opportunity in the future.On the other hand, there are more professional players. They realize that the current homogeneity problem of the Internet is extremely serious, and some fields have reached a supersaturation state. If they want to survive, they must find their own base. So they found a niche market and conducted a lot of analysis and demonstration, and their goal is the king of this market.Facts have proved that the probability of success of these companies will be relatively higher.
Three steps to build a professional website
Whether they regard professional websites as process or as end points, they all have a common purpose, which is to make the website well.So, how can we build a successful professional website? I personally think it should be taken in three steps. Of course, this is not a three-step in the strict sense. Here we emphasize three aspects of things.
First, you need to understand the characteristics of the Internet and know what advantages the Internet has compared to traditional industries.For example, high-speed propagation, interactiveness, no time and space restrictions, low cost, etc.Of course, this does not require you to have a senior background, but I just hope you can know and understand, because only by understanding can you better use it.
Second, have an in-depth understanding of the field you are engaged in and find out the shortcomings or deficiencies from it.The purpose is to understand your target market and customer needs. The deeper you understand the field, the more accurate your grasp of the needs.Most non-professional websites serve the public and are used in our daily life. At this time, you may be your user, or you can find your user among your relatives and friends around you. This will easily understand the needs of the target audience. However, most professional websites have certain specialities, especially in areas with strong professional nature. You need to spend enough time and energy to understand their industry characteristics, business model, competition situation, future development space, current problems, etc.
Third, use the advantages of the Internet to make up for the shortcomings of traditional industries.After a deep understanding of a field, you will inevitably find some problems, such as information asymmetry between supply and demand, difficulty in finding and choosing, inability to get customer feedback in time, etc. Then you need to solve these problems through your website. This is a necessary condition for the success of a professional website and the fundamental basis for the survival of a professional website.
The most important thing in the three steps is the second step. Whether you understand the field you are engaged in, whether you have the qualities of experts in the field will directly affect the needs analysis, the website positioning, the website function implementation... and ultimately affect the success or failure of the entire website.
There is another point that I have to remind everyone here. Many people will ask me back, I did this but still failed. Why? What is the problem? The answer is very simple, and the problem lies in "greed for too much".As you continue to understand this field, you will find more and more problems. At this time, it is easy to be confused and want to solve all problems for them, but no problem can be solved.At this time, the key decision makers need to have a clear mind. What you need to do is to concentrate on solving one or two core problems. As long as one or two core problems can be solved, it can attract enough target users. After more users, it will slowly unfold and continuously improve other functions.This is very critical! Otherwise, it will be easy to go off the line and eventually make the website special but not special, and it cannot be fully complete.
How to cultivate your "expert" qualities
Since the quality of "experts" is so important, then if you are not an expert, you can't build a website? Of course, this is not the original intention of this article. I just hope that everyone will pay attention to this point. As for the quality of "experts", you can continue to improve in the process.Generally speaking, there are several ways to improve professional qualities in the field:
1. Communicate directly with the practitioners
This is the best method. The advantage is that direct contact with users enhances the authenticity and comprehensiveness of the information, and can often obtain first-hand information.The disadvantage is that it is not easy to enter, especially for new entrants, it is even more difficult to penetrate into the interior when they don’t know anything.In addition, in actual operation, you should also pay attention to the quality and quantity of the contact objects. Whether they have strong professionalism and representation in the field needs to be considered by yourself.
2. Learn through professional books and journal systems
This is the easiest way to achieve, by systematically learning some professional books or journals to improve your understanding of the field.The advantage is that it is easy to achieve; the disadvantage is that it lacks first-line information, and there may be problems in the timeliness and interactivity of information.In other emerging fields, there may not be any related books on the market, so it is more suitable to obtain information from the Internet.
3. Obtain information from the Internet
The Internet is a good way to obtain information. You can find relevant communities and forums, where you can learn knowledge and communicate with them.Even methods like Baidu Know can be used for you.
4. Analyze your competitors
This is also a method that industry insiders often use. Although you can analyze the needs of users through the other party’s website, I personally recommend not to analyze competition from the beginning, as it is easy to go astray, because you don’t know that you can’t have other people’s resources, so I still hope to only use the competitor’s website as a reference and do not blindly imitate it.
Prospects of professional websites
Many people doubt the prospects of professional websites and think that the market is limited, and even if they achieve 100% of the market share, they cannot meet it.I don't want to generalize here. For those companies and individuals with sufficient resources, this may be a good idea.But I think most practitioners do not have such conditions. What’s more important is that many professional markets have a considerable scale, and even a share of 20 or 30 can get very generous returns.
Regarding the comparison of the advantages of professional websites and portal websites, I don’t want to say too much here. I only firmly believe that any big website cannot include everything, only professional can achieve the ultimate.If someone could give me a few examples to refute me, I would answer in three words: resources, opportunities, and time.
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