Strategy: “Diversification”
This strategy is oriented towards creation of many sites and working with visitor from different angles. Basically diversification says it all. It can be applied on different niches, products and viewpoints creating different sites to appeal to various visitor needs and capturing the sales from all these niches.
Several products within one niche
The core structure would look like pyramid starting with big generic site down to small product / visitor groups targeting mini sites and can be described like this:
- Main site
– covers all methods and all products
–it could be mini site about everything covering each topic briefly. It also could be a mega site and then many mini-sites around it.
- Category sites
– several sites on each product category, e.g. exercises, devices, surgery, pumps. In some sites showing the greatness of technique and say surgery site showing articles and cases on how bad it is while recommending safe alternatives – exercises, devices, etc.
- Last level
– in-depth review site for each product;
How to diversify within one product?
Let’s see how we could diversify using weight loss niche and create many websites:
– weight loss in general,
– weight loss for men,
– weight loss for women,
– weight loss for older people and how important it is to be in good shape,
– weight loss exercises,
– dieting and weight loss,
– overweight children and their psychological problems in school and society
The list probably could go on and on targeting different aspects like regions, eating habits, countries, nations, races etc.
Visual diversification
It means having great differentiation in terms of websites design, navigation, colors and layouts (e.g. left hand navigation, right hand navigation, complex two side menu navigation, heavy graphical approach, presentation look like site, etc).
Approach diversification
Here are few ideas on how to diversify websites approach to visitor:
- independent user’s website
- independent doctor’s website
- independent research group
- testimonial collection site
- site answering questions (FAQ) site
- forum / community type site
- product store / catalogue