Last night, I went to a buffet restaurant which offers an assortment of cuisines including Chinese, Italian, Seafood, American, Greek, and Caribbean. This is a catch-all type buffet restaurant. The food was fair, but no where as good as somewhere which specialize and focus on only a particular cuisine.
Many web beginners make the mistake of trying to be a catch-all buffet website oppose to focusing on one main dish. Instead of being unique and niche targeted, they attempt to be a Wal-Mart or Amazon, thinking this is their competition and offering or selling everything under the sun. By spreading yourself thin and being a generalist, it lessens the value of a website.
It’s difficult to compete as a generalist against Wal-Mart, Amazon, and the alikes. Unless you have an unlimited amount of resources it is nearly impossible to outrank and compete with these big businesses. However, being niche based can pay off big.
Taking the buffet restaurant example think about your own experiences. Eating at a buffet is fast, cheap, and convenient, but the food quality is not the same as eating at a restaurant which specialize in a specific cuisine. Most specialized restaurants take a certain sense of pride in each dish they prepare, while buffets are most concerned about mass, large quantities, and fast preparations while keeping food warm under heated lamps.
Buffets may get a herd of customers, but specialized restaurants get loyal customers which builds a following with name recognition. When was the last time you’ve heard of a buffet getting major buzz, beyond its local area? Think about that the next time you build a website, would you rather be a buffet or target a specific market?