3 Core Competencies and Your Website
Every business primarily focuses on one of three positions in the marketplace
- Low Cost Provider (i.e. Walmart, Amazon)
- Brand Leader (i.e. Bose, BMW)
- Service Provider (i.e. Disney, Nordstrom)
The Low Cost Provider is someone who competes primarily on price for a particular level of quality. The Brand Leader is the company that delivers the latest innovations in their market space first. The customers may be buying the “latest and greatest” or a brand that gives them status. The Service Provider understands their customers’ needs and desires before the customer does and treats them appropriately. The customers of this type of company are willing to invest their money in someone who will truly take care of them or guide them in their selection.
Your website copy should reflect your primary business style. Otherwise, it may confuse visitors or attract the wrong customers to you. For instance,
- A Low Cost Provider could have price and product comparisons and statements on the home page as well as featured product specials.
- The Brand Leader may want to use the best graphics and special effects throughout their site. The look must speak to their core audience. Does it explain what the “latest and greatest” is?
- The Service Provider may want to include a blog about what they do for their clients on a regular basis. Great site navigation and ease of use should be paramount.
Does your website reflect one of these core competencies?