In that post, I talked about getting clear on your purpose, purpose of your web site, purpose of your business, and your niche. What does “niche” mean?

Before the Internet, we had stores in locations. There was a Sears store in your town. There was one in my town, too. They pretty much sold a generic variety of products, what people seemed to want in your town and in my town. However, with the Internet, we don’t need a Sears in your town and another in my town. We can get the same products online. And, even better, we can get those odd, one-of-a-kind, nobody-will-ever-buy-that products online. Things like teddy bear clothes, exotic herbal teas, recordings by artists and singers in faraway lands and languages, etc. Each of those things has a “niche” market. Maybe not a lot of people would really want them but you can reach those “exact” people who would want them through the Internet. This is a profound economic advantage that never existed before.

So, finding your niche means figuring out who those “exact” people are who would want your product or service. And that means you have some work to do. Figuring out your niche the most important part of figuring out your purpose. Why? Because your purpose will end up being to serve your identified niche. If you want to sell something somebody will want to buy, it has to be something that your identified “somebody” will want. So start there: who is that “somebody”?

It also turns out that you, the seller or provider, will have a relationship with that somebody, your potential and future client or customer. You will share common interests, values, understandings, and hopefully the sharing will be mutually beneficial, fun, and all-around happy. That relationship comes first–ahead of the “exact” products and services you provide. Build that relationship. It will make all the difference in the world.

So, as you figure out your niche market, you will probably find that it calls for some “inner work”, self-understanding, and self-growth, maybe some “pioneering” spirit, that was not really part of doing or having a business before the Internet Age. You will need to find a purpose that isn’t just about business goals. Your purpose will need to provide the spark and energy and drive that will evolve into your business goals. You might even call this work “transformational”. I know, sounds like some “New Age” fluff. But, if you think about it for a minute, where do you get the energy to start a new project or enterprise? It has to come from somewhere…

But there are many good reasons to nail down your purpose and goals before getting into the fun of designing your web site.

For example, sometimes we get enamored with an exciting visual idea or some shiny technological feature we think we really should have on the web site when, in reality, this virtual “object of our desire” isn’t going to do anything practical for our web site or business, and it will cost some money to build it. Rather than investing money, time and energy this way, we need to take a step back and give it some hard thought.

Getting clear on the purpose and goals of your web site before proceeding to the design will also shape your decision-making. Every element of your web site should express your web site’s purpose and help to advance your business. When you are clear about the purpose and goals of your web site, deciding on the structure, contents, and even the “pretty details” will be easier. You will know what you like and dislike, and you will have more confidence in the design and building process—no matter how much or how little you know about the technology involved in putting up a web site on the Internet.

There are many possibilities for the purpose of your web site. You will probably have more than one purpose when you think about it. You might want a web site to establish a “web presence” for your business. But you could also use your web site to inform your customers or clients about your company, the expertise you have in your field or industry, and the importance of what you do. These are just examples of marketing goals you might have. You also might want your web site to sell products directly, or educate the public about a topic, issue or concern that’s not widely known. There are many things you could do, if not now then maybe down the road a bit.

So, take the time to sit down, brainstorm, and articulate your website’s purpose and goals. It will probably spark more enthusiasm and energy for having your own web site than looking at other peoples’ web sites for things to copy (or not).

Find your true inspiration in your own unique purpose. On the Internet, you definitely don’t want to be like everyone else. No one will find your web site if it comes up the same as everyone’s website in the search results. You want to find your own niche—your unique place in cyberspace. That niche isn’t something that necessarily already exists—which is why it might feel a little daunting to think about, develop the idea, and put up on the Internet. Your niche needs to be a real reflection of what you want to accomplish with your web site and your business. So, figure out your web site’s purpose and goals and you will be glad you did.