What Results To Expect From Copying The Competition

Most people choose to get a website for their business because their competitors already have one. I once received an email from someone asking 'I want a website as professional looking as HaggisHuntingTours.com' (for example). The fear of missing out on potential business is so strong that it drives us to copy our competition which, more often than not, can work against us.

Next time you look at your competitor's website, ask yourself: 'How do I know if this is a profitable website?'. You don't. Maintenance and hosting could very well cost more than the money it makes from bookings. Does this mean you should not get a website?

The decision to promote your business through a website should not be made on assumptions about how other sites in your niche are doing nor on their appearence. It's useful intelligence, of course, but the key reasons behind deciding how to use the Internet to promote your business should be:

• The role of online promotion in the overall marketing strategy - A website can generate most of a company's business which would make it the core of its marketing strategy. Others simply list their contact details on their local community website and treat the Internet just as any other advertising channel.
• The resources you are willing and able to commit - Your competitor might have a £5,000 website with all the bells and whistles but that doesn't mean that your £1,000 website has to be any less profitable. Advertise smart, not hard, even if it means choosing more cost-conscious alternatives to having a website of your own.
• The unbiased marketing data available on the Internet that can be used to determine level of competition, profitability and required resources by various online avenues. The number of people searching for certain tourism services on the Internet and how many other websites are competing for those same prospects determines how much time and money you have to invest in order to push profitability to the maximum.

Practical example

A bus tour company in Edinburgh (let's name it Haggis Hunting Tours Ltd) lists the usual brochure-style information on their website: tour itineraries, special offers, prices, frequently asked questions, the usual 'About us' page, contact information, etc.

Another tour company in the process of getting a website (let's name it Hairy Coo Trips Ltd) looks at HaggisHuntingTours.com and decides to take a different approach.

Hairy Coo Trips decide to rewrite their brochure text to include information about possible off-the-beaten track detours, music played on the tour, tips for taking pictures from the bus, etc. Their online visitors appreciate these details because they are not available on other operators' websites. The result?

Hairy Coo Trips has gained an edge over their competitors that translates in better branding and increased bookings.