Tackling the Web

Everyone can guess who has the most to gain. Certain industries such as hospitality naturally entice consumers and elicit tons of feedback. These verticals were quick realize the opportunity and today can easily see the benefits of reviews, online ratings, etc. They have a lot to gain from being active in their online efforts.

However, the surprise may be those markets or professional groups that historically have not contributed content to the cause, as well as the niche players.  Common white-collar and blue-collar businesses that typically fly under the radar also have a lot to gain and a lot to loose.

Those professionals that have previously sidestepped the Web seemingly have the biggest opportunity to shift traffic in their direction. Yellow Page Publishers fully realize that Google, Yahoo and MSN searches for auto repair, dentists, beauty salons, are coming up with poor results, in comparison to searches conducted for hotel reviews. Local businesses simply have not produced enough content to sort themselves out.

A list of the Top 10 Yellow Page Searches, collected by “Knowledge Networks/SRI” includes businesses like Florists, Surgeons, Auto Parts and Hospitals. It’s a given, that consumers need the basic contact information, but they also are hungry for the background story that will help them make better purchasing decisions. Right now, the peripheral information for most local companies that could help consumers decide who is the best simply is not prevalent on the Web.

Publishers such as ServiceMagic.com and Angieslist.com know that a lawn care company is less likely to upload photos in comparison to a five star hotel. They have built their online search businesses around helping consumers connect with these hard to rank companies.

Even though, both the hotel and lawn care business would benefit from a handful of nice shots up on the Web. One ironically sees the Web as an unimportant advertising tactic.

As a consumer, I’m sure you can imagine a time when you felt less than confident hiring a repairman or making an appointment at a new Doctor’s office. Angie’s List and Service Magic have made a business of arming you with testimonials and offering up trusted recommendations for local businesses.

Consumers regularly seek out services online and often have a difficult time judging between professionals in their local community.  Information that distinguishes one business from the competition is in high demand, because in most cases it simply doesn’t exist on the Web.  This translates into a huge opportunity and potentially large upside for business that make the effort to upload a few photos or post a couple of timely tips.

Put yourself in the shoes of someone trying to find a Lawn Care service. If you found a company that uploaded a few photos, wrote a few helpful tips and had a set of testimonials up on the Web how would you compare it to a competing business that had next to no information available. It’s an easy decision. If the photos, tips and testimonials were good, it’s plausible that the lawn care service that described their strengths would be at the top of your list, of people to contact.

Not to mention, the competing company that hasn’t contributed information would likely be buried behind those companies that have published content, in any search results list. The same is true in all industries and for all types of businesses.

Unfortunately, for the sole-proprietor or small business that are in an industry sacked with participation and regular commentary it becomes a matter of staying above water and quickly identifying their niche.

The rankings game and fight for visibility on the Web could be described as more than hot in a number of sectors such as restaurants. Sites like Yelp.com and CitySearch are packed with Customer reviews that are driving flocks of hungry customers to the hottest and trendiest meals in town.

For those individuals in markets that are being dominated by big players or flooded with competition it’s important to keep in mind that the Web embraces niche. There are too many examples of successful businesses that have found their place in a saturated market and have gone onto reach fame and prosperity.

The Web is the perfect place to separate yourself and distinguish how you standout from the other players. However, no matter how perfect of a platform, it’s important to acknowledge that you have to clearly describe how and why you are different from the competition. It takes content of all shapes and sizes to set you apart.

In the end, the amount of content you produce and the quality of the information you provide will affect sales.  You can win, but you are going to have to participate and it will take some effort.

All businesses in all verticals can gain from putting themselves out there. No matter the industry, the competition or where you or your business is located the opportunity to win online is immediate.  Local businesses are being sought out on the Web. You just need to help customers find your business.