For most all companies, especially service professionals, a clearly articulated specific positioning in the professional marketplace is the primary goal of most advertising and marketing efforts.
If you build a website around the goal of positioning you a specific way in the minds of your prospective marketplace, then you will experience significant return on your investment.
Professional positioning works because of the nature of referral and networking based communities. If you are referred to a service provider by someone you trust, and if you not only recognize the name, but already know what the person’s specialty is and it aligns with your needs, then you are much more likely to follow up on that referral than if it is a name you don’t recognize or have a big question mark around.