Build a Website That Drives More Business

CEO Gabriel Shaoolian quoted in Businessweek.com

I own a travel and tour-operating company that sells tourism packages and air and railway tickets. I have capital and want to use it in a unique way. I would like to stand out with an unusual travel website. Do you have some starting tips? —P.K., New Delhi

The best way for your business to stand out is not through a quirky website, but through a value proposition that differentiates you from your competitors and appeals strongly to a well-defined target market.

Since you’re already in business, think about what unique offerings make your company successful. Are you the best-priced option for family tour packages? Do you have personalized service that makes life easier for your corporate clients? Are you a terrific resource for cultural information on visiting India or another destination?

Define your niche and then design your website to maximize your appeal to that niche, making sure that your marketing campaign emphasizes your company’s strengths, says Gabriel Shaoolian, founder and chief executive officer of Blue Fountain Media, a New York website-design and online-marketing agency. "This is not about smoke and mirrors. There are no gimmicks to doing business online. Your website isn’t going to drive your business model. It is your business model that will drive your website," he says.

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