Ten Tips: How to Launch an Online Dating Business and Website

According to StatisticBrain.com, from data compiled from Reuters, Herald News, PC World and Washington Post, the online dating business generates over a billion dollars in revenue. There are approximately 54 million single Americans and over 40 million have tried online dating.

There is no denying that the dating industry is in a financial growth period. With the addition of mobile applications, streamline payments and a younger generation embracing the Internet, the dating industry is poised for continued growth for years to come.

Starting your own online dating business can be done in an affordable and scalable manner. You can start in one city and expand as you grow. You can widen the reach and focus on a specific region of states or you can go national and international.

Here are ten tips on how to start your own site:

1. Focus on a niche market. This can be a religious affiliation, gender, ethnicity, age or more obscure such as a food choice (ie: vegetarian) or hobby. By narrowing down the category for the dating pool, you can attract more users that fit the specific demographic.

2. Name your site. Once you have chosen your focus, name your site. Try to use words that would easily appear in an online search or include “dating” in the title.

3. Claim your site. Purchase the domain name through GoDaddy.com or another hosting site. For a professional appearance, sign up for the email package so users can contact you at your site address.

4. Build a website on your own or through a white label service. There are numerous platforms available that let you utilize their programs to build a site. Dating Factory is a free service that enables you to build a site semi-customized to your needs.

5. Establish a social networking presence. Your site is online so your visibility should be online, too. Start a Facebook page and group, create a Twitter account, start an Instagram page, sign on to Pinterest, and create a Google+ account. Be sure to use your brand name for all the accounts.

6. Build a blog. Content marketing is a key component to attracting users. If you are a writer, write 3-5 articles a week about relationships, dating and love on your blog. You can also enlist the help of guest bloggers or use backlinks to trackback to other dating articles. The more relevant content you provide to your users, the more traffic you can generate to your site.

7. Submit press releases. Submit press releases to your local papers and to the national wire. This is a good way to announce the site, its service mission and any unique qualities about the site.

8. Offer specials and discounts. Free trials, buy one month get one month free and complimentary searches are all good ways to build a database. If you are offering any promotions, make the announcement via a press release and on your social network channels.

9. Join dating groups and attend conferences. The dating industry is a wheel that doesn’t necessarily need to be reinvented. Learning from the industry giants can help you build your business and generate users. You can gain helpful sales tips, learn about affiliate marketing and learn about industry trends.

10. Network. Go to local singles events and mixers to meet other singles and market your site. The more locals you have in any one area helps to build your search database.

The Psychology of Online Dating: She Wants and He is

In the first article in this series (The Psychologists Viewpoint) I outlined how psychologists have investigated attraction and dating preferences by looking at the contents of personal advertisement and online dating profiles.

The second article (He Wants and She is) described the sort of things men say they are looking for in a partner. In this article we turns things on their head and consider what women have said they want in a partner as well as how men describe themselves and whether this matches women’s desires.

Before we begin, please spend a few moments and think of about four general things that you think women are typically looking for in a partner … now let’s see what scientific research has revealed.

What does the research say?

When looking at sex differences in what’s sought from a partner, two factors stand head and shoulders above the rest and are reported so often in the research literature that it would be remarkable if any researcher failed to find these results. In the previous article we discussed the fact that men are far more interested in a partner’s attractiveness than women are. The thing that women look for but men don’t is wealth.

In fact it is only a small minority of women who directly say they are looking for someone rich and we need to take a slightly broader view of what constitutes wealth or at least financial stability. Some of the phrases encountered do refer directly to wealth (e.g. ‘rich’ and ‘financially secure’) but in many cases women will say they are looking for a partner who has specific assets (e.g. ‘own house’) or employment (e.g. ‘business type’, ‘professional’ or even just ‘working’). Alternatively, the thing mentioned might be a personal attribute that, while it could be viewed as sought for its own sake, implies an aptitude or capacity to earn now or in the future (e.g. ‘ambitious’, ‘intelligent’ or ‘college educated’).

Taking money, assets, employment and aptitudes separately, in each case women are more likely to say they are looking for a partner with these characteristics than men are. When taken as an overall category of features implying wealth or the capacity to earn, research has consistently shown women are more interested in a partner having these features than men. For example, in 2003 I presented some results to colleagues based on my collection of nearly 5000 advertisements. Within this set of data, women were six times more likely than men to mention one of the above as a desirable characteristic in a partner.

Men seem to be fully aware of what women are looking for as they are consistently more likely than women to mention that they are financially secure, well educated, or have personal qualities that might be expected to lead to wealth or security. Often this is done directly through a bald mention of personal assets such as ‘own house and car’ (a phrase used so frequently it is often abbreviated to ‘OHAC’) or men may be more subtle and include something in their description that implies wealth such as ‘hobbies include good restaurants, opera, sailing and regular holidays overseas.’

Male interest in attractiveness and female interest in wealth are both pretty clear cut. You will recall the other things men wanted in a partner were also physical features of one kind or another. Women’s desires, however, are not as simple as this. Apart from wealth (or at least financial stability/promise) there are three other factors that women are just as interested in and just as likely to mention when seeking a partner.

The first of these is a difficult concept to pin down as different researchers view it in different ways depending on how phrases are grouped together. For example, if we consider phrases such as ‘expressive’, ‘sensitive’ and ‘open’ as referring to something different to phrases such as ‘warm’, ‘loving’ and ‘romantic’ then both our ‘expressiveness’ and our ‘warmth’ categories will have relatively smaller numbers of adverts than a general category containing all these phrases. Where researchers do group these together and look for what might be called positive emotional characteristics as a single category, then women are just as interested in finding a partner like this as they are in a partner’s wealth and resources. Men are also pretty interested in finding someone who they describe using phrases of this type but not as interested as women are. However men are certainly aware of women’s desires in this area as they are considerably more likely than women to describe themselves as having these female-valued emotional characteristics.

Another characteristic that men often lay claim to, and women often seek, is identified by phrases such as ‘honest’, ‘genuine’, ‘faithful’ and ‘committed’. If we take these phrases as indicating the desire for a partner who is open to having an ongoing relationship and who is not going to mess you around, then this is something women are also as interested in as wealth and emotionality.

The last female-valued attribute I want to mention is physical and is the only physical attribute that women seek more often than men do. It is height.

Whether a specific height is mentioned or whether it is simply the use of the adjective ‘taller’ when describing a partner, women are far more interested in a man’s height than men are in a woman’s, and they almost invariably want men who are tall, or at least taller than they are themselves. This result has been found in numerous studies of personal advertisement and was borne out again recently in a novel study of speed dating events. Researchers at the University of Essex looked at the characteristics of men who were more or less successful at getting invitations to follow-up dates at speed dating events. They found the men who were most successful at any particular event were usually among the tallest present.

Men seem to be aware of this female preference as they are far more likely to mention their height than women. This may be an assertion that they are ‘tall’ or they may give an actual height. However in my sample of personal advertisements, the average male height (where it is mentioned) is 5 feet 10 inches. This is significantly taller than the average adult male height in the UK population so either these men were inflating their heights or only the taller men mentioned it.

In summary, based on extensive research looking at what women say they want in a partner, the four main characteristics that emerge are wealth (or at least financial security), positive emotional characteristics (such a warmth, openness and sensitivity), someone who is honest and open to forming an ongoing relationship, and height.

How can we use this?

In the previous article I used this subheading as an opportunity to advise women on how they can present themselves to attract initial male attention. In this article I am not going to do this as I think the research above speaks for itself, and I want to explore briefly the moral dilemma I had about writing these articles, particularly this one. It is to do with deception.

There is no doubt that deception is widely used when seeking a date. From a psychological perspective, women’s use of makeup, hair dye and body shaping knickers are actually forms of deception that are specifically targeted at the physical features that men are interested in. Now I am not asserting a moral position here as these forms of deception are widespread and socially acceptable, not to mention (in the case of makeup) visually detectable. I more want to make the point that although they may not usually be viewed this way, they are in fact methods used by women to deceive men about their male-valued characteristics.

Given the above, we should also expect men will use deception to make themselves more attractive to women. Furthermore, deception is most likely to involve exactly the things that women seek in a partner. Unfortunately these are intangibles such as personality characteristics that cannot be immediately observed, leaving men much greater scope to lie.

If you are a man who is genuinely sensitive, financially stable, and looking for a real relationship then please do mention this in your personal advertisement as you will probably get a better response, but also bear in mind that many others will be (perhaps falsely) emphasising these features so don’t expect women to take any such claims at face value. Women looking for someone like this will and indeed should take the time to get to know someone. It is well known that women prefer to develop relationships slowly and given what I have said above, this is not only understandable but could also be viewed as another way to test a man’s character. If he really is sensitive and committed then a slow start to a relationship should not be a problem.

The next article takes some of the results mentioned in this and the previous article and uses these to explore theories of attraction. This may sound a bit dry but the main aim of the article is to introduce you to a current psychological theory of attraction that you can use to assess your own value in the ‘mating market’.

Starting Your Own Online Dating Business

Starting your first online business or even adding to your list of online businesses can be pose many problems and headaches such as development, hosting and many more associated problems like what payment provider to use.

However, there’re several ways you can reduce many of these problems or associated cost and have an internet business with no upfront or running costs. One option is to start an online dating site, or even a complete dating network. Yes, I agree with you that online dating sites have been around for ages and it’s nothing new. But it’s a constantly growing market that returns profit year after year. You only need to look at all the adverts we now have within our TV commercials or on the radio, this alone proves there’s a still a very good demand for online dating.

There’s a few companies offering dating software for sale, but we want to have no upfront cost or hassles and for everything to be as painless as possible, don’t we! This is why I recommend you take a look at internet companies that offer something called White Label option. There’re several good companies offering free online dating platform, some are good, some are OK and some should be avoided like the plague.

So which white label provider do you choose?

Before you can decide this you need to understand what you need to make this new business venture a success, otherwise you are going to be on a road to possible failure. You need to be looking for the following basic services offered for FREE:

  • easy to use and understand dating platform (no point making it hard work is there);
  • good range of template sites to use along with being able to make changes as you need;
  • good technical support and help when you need it (you’re going to need help for sure);
  • large active database. (No one will join a dating site with a hand full of members, will they?)
  • large database means, good conversion, conversion= (MONEY in your pocket)

Money in your pocket.

There is a distinct pattern that I have seen time and time again from using all the different dating providers that offer this free dating service. It’s all down to the volume of members they can pre-populate your dating site with and the support they offer that equates to good or high conversions.

Higher conversions mean you earn more revenue each month, high conversions also plays a direct part in retention rates. Retention rate, by the way, means how long your new members stay subscribed members on your new dating site and pay subscriptions each month.

Simply put, lots of members to start with = good or high conversions means good or high retention rates = more money in your pocket each month.

Allow for growth

You need to look at where you want this new business to go and the income you want it to provide you, like me you’re probably looking to change the way you work while retaining a good level of income allowing you to enjoy the life a bit more.

So don’t limit yourself to a company that only has a single or a couple county databases, people travel and move to other countries looking for jobs these days, so a dating provider that offers members from many countries should be high on your list of dating platform providers to use.

Most importantly you’re going to need help as you grow your online dating business, as you’re new to this after all. The better the help from partner support the more chance you have a good product and thus increases your chances of success. Trust me on this!

Who do I use?

I actually use several different white label providers at present, just to keep an eye on what each one is offering me as a partner or affiliate and to make sure my effort are being directed in the right place. There’s no doubt that World Dating Partners is returning the best conversion and retention rates and put more money in my pocket, and have done so for many years.

Online dating as a business is not for everyone that’s for sure, however I would recommend taking a look at what they offer even if it’s not for you at this moment in time. Like me you could earn money each month as an affiliate by just recommending friends, companies or other webmasters to a very good affiliate dating program that has a proven track record