The first time you design a site for a client in a particular field, you’re learning a lot about the industry and the target market. What’s important to the business owner and the customer? The second web site you design in that field is a little easier. You’ve got some background information going in. As you do more site in that niche, things get better and easier.

For the past 6 months or so, my niche has been photographers. When a dentist comes to me and wants a web site, I don’t turn him away. But most of my effort has gone into finding photographers and offering them my services. Here are some of the advantages of this approach:

Efficiency

Everything’s faster when I work on a web site for a photographer. I’ve seen most of the speedbumps before. Every project is a little different, and the end result often looks a lot different. But what’s happening behind the scenes is often the same. Thumbnails? Slideshows? Private galleries? Yeah, I’ve done that a few times.

Experience

I’ve been through the process of creating a site for a photographer. I talk to them a year later, and get some valuable information. What works well and what doesn’t. Does a visitor to a photography web site ever fill out a three-page form to request a quote?

Upselling

While most of the photographers I talk to have very clear ideas about what they want for their web site, not all of them do. Because of the time I’ve spent learning about their industry and their web visitors, I can suggest features that will give them a lot of bang for their buck.

Credibility

When talking to a new client, I can cite examples of how I’ve created web sites that solve some of the same problems they face. When they hand me a check, they don’t have to wonder if I actually have the chops to do everything I just promised.

Accuracy

There are a lot fewer surprises when you work in a familiar industry. Even when a client forgets to mention that it is critical they have the ability to reorder the photos in a gallery, I know that capability needs to be built because I’ve walked that road before. Since I can hear what a client says and what they actually mean, my estimates of time and cost are more accurate.

Word of Mouth

Photographers talk to other photographers. They have clubs, mentors, and friends who are also photographers. I don’t expect them to share my name with direct competitors, but a photographer who focuses on weddings won’t hesitate to talk me up to a friend who does wildlife shots for magazines.

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