What is a specialty firm?
We define a specialty firm as a company that focuses on one product, one subject or one product relating to one subject. If you run a dentist’s office, you’ll find that a quick Google search for “dentist website design” will lead to an abundance of companies that focus solely on website design for dentists and no one else.
Isn’t having a niche good?
Sure. Specialty firm business models lend themselves to steady, predictable revenue for the agency. It also makes networking and marketing yourself easier. Simply show up at the right trade show or industry event, offer a compelling presentation and you’re liable to walk away with a number of new clients and projects to sustain you for the foreseeable future.
Your digital ad ROI is likely to be much better with this sort of business model since you can target super specific groups of people.
How do specialty firms serve clients?
To continue with the sample above– let’s say the person in charge of marketing our hypothetical dentistry practice makes contact with a company at the trade show who builds websites exclusively for dentists. They follow up, a proposal is delivered quickly and before long, The Office of Doctors Such and Such DDS have a shiny new website that’s a nice improvement on their old one.
Didn’t the client get what they wanted?
If the client wanted a new website, then sure, mission accomplished. But why did the client commission a new website to begin with?
Perhaps the person in charge of finding a firm to deliver on this project took a look at the existing website and thought it looked a bit stale, especially after reviewing websites of competitors who had recently redone theirs. Technologies and design trends cycle in and out, but what about looking a bit deeper that what’s on the surface?
Oh boy… here we go with some self-important agency speak.
Consider this: The company that only does dentist websites likely spoke the client’s language because they have had that same talk with 100 other clients. Chances are, the product they delivered was not all that different from what they did for other people because they find that most dentists are happy with the standard results. The whole system keeps everything nice and predictable.
This new website serves as a nice tool to say “we exist, give us a call.” The presentation and overall brand identity likely falls in line with industry standards, making this company just another fish in a sea full of choices.
If the dentistry wants to resonate; to transcend the perception of ‘just another option’, then they would have been wise to take a more holistic look at their brand rather than simply commissioning a template website.
This sounds like a bunch of extra work
Thanks to the internet, consumers have more access than ever to up-front information about the goods and services they consume. Don’t pretend that you didn’t check the Yelp reviews and menu of that new restaurant you were thinking about having dinner at. We all do it– and this isn’t going to change in the foreseeable future.
Chances are, whatever you do (generally speaking), there is someone who does it cheaper and better than you do.
Your brand should bridge connections to clientele in ways that are relatable, memorable and unique.
This doesn’t mean a dentistry website should feature a hot pink bubble-text logo and an entire page dedicated to one of the doctor’s baseball card collection. But you should look to push the envelope where appropriate.
The value of the outside perspective
Status Forward specializes in one thing – making sure our clients brands are sending the right message.
We don’t pretend to know everything there is to know about running a dentistry or any other type of business that approaches us. Ideally, we’d like to sit down with you to learn about how you run your business, why your business exists and what makes it unique. We would then conduct additional independent research about your industry and examine our existing case studies to see if we have relevant experience. We do this also to make sure we aren’t doing the same thing as everyone else.
We find that not knowing everything there is to know about your industry allows us to dive in with a layperson’s perspective which enables us to design solutions which are more relatable to the general public. That relatability will help you transcend competitor’s cookie-cutter marketing efforts and help consumers understand why your brand is truly special.
What do I do now?
If you’re interested in growing and refining your brand. Hit that “Contact Us” button below.