You're thinking of referring clients to one of them. One of your fiends has a typical site while the other, however, has a site that specializes in first time car buyers. This is the awesome power of narrowing your focus. You want to focus like a laser on your niche and, when you do, you will as a result burn yourself into your prospects' minds. When you get down to it, as a consumer you will choose, when you have a choice presented to you, to go to a business that specializes in a unique area in which you have a need.
Specialization casts an aura of superiority and exclusivity.
When you deal with a specialist, you will automatically assume that that person has greater expertise, has greater knowledge about the field, and offers greater service since, by catering to a unique market, it implies that he or she will have a better understanding of your situation, needs, and concerns. Remember that perceived truth is more powerful than truth itself. Specialization is the wave of the future, and the greater the competition will become, the greater the need for more specialists. Today, there are stores selling only dry foods in bulk. There are vitamin and food supplement stores.