The 90% that makes us unique

No matter which fast food burger joint you go to, about 90% of their operations are the same across the industry.

Which one you choose comes down to just your personal preference.

But the web design industry is a lot different. 

When we poll folks in the group, we typically find that 90% of people are all doing things differently with very little overlap from one agency to the next.

Some are one-person shows that just focus on builds, others are large teams that offer full-service digital marketing.

Some use tools to get the most performance out of a website, while others choose tools that make it the easiest for a client to manage.

Some make complex sites with tons of custom functionality, while others stick to simple brochure-style setups.

Every agency is different.

But, from a buyer’s perspective — that might be difficult to discover… 

Despite our businesses being so different, a lot of our websites and marketing aren’t.

We tend to focus on the more generic things: “we build websites”, “we offer care plans”, and “we provide SEO”.

We talk a lot about the 10% overlap and little about the 90% of what makes us unique.

My guess is that we do this to try and cover our bases and make sure we attract as many people as possible. 

Unfortunately, I don’t think it works this way. Being generic doesn’t make us more attractive, it makes us more forgettable.

The uniqueness is what makes you stand out. The uniqueness is what makes you memorable. The uniqueness is what helps people decide to pick you over any of your competitors. 

Sure, your quirks might turn some people off — but that’s okay, they wouldn’t be a good fit anyway.

What makes you different? What’s important to you when building websites? What are the types of problems you love tackling? Who are the people you get a thrill out of helping?

And more importantly — is that obvious to anyone who visits your website?