If you’ve read my latest newsletter, you can see it here, you know that I’m embarking on a full scale renovation of my website www.bolencomm.com . I’m not changing the URL, although I’m sure I could come up with something better. But it’s been around for five years, and that alone helps quite a bit in search engine and Alexa rankings.

But I am going to realign other fundamentals including the target market and services rendered. I’m going to focus more tightly on where Bolen has a real competitive advantage. And I’m going to let go of any geographic focus we’ve had in the past.

Once I’ve clearly defined the target market and services rendered, website specific tasks like keyword research will be much easier.

To begin… let’s define Bolen’s ideal client company. The common thread is that all clients are business to business (B2B). I’ve selected the following parameters because I either have significant experience in them, or I have a unique ability to penetrate a specific demographic:

• small to medium-sized (10 to 100 employee) IT businesses
• other small businesses that are members of industrial associations
• working in the following areas - document management, networking, storage, supply chain
• in the following industries - financial services, green (across industries), real estate, telecom, travel.

With the following issues:

• cost of sales too high
• high rate of salesforce turnover
• extended sales cycles
• difficulty explaining complex product/service benefits.

OK. That’s it for today. Tomorrow’s Saturday. I’m going to work on setting up Google analytics so we can track the results of our work. On Monday I’ll define the services Bolen is going to deliver to these target markets.

Tags: persona, SEM, SEO, target market, website renovation