Many small business owners think they just want a brochure site, or don’t even realise there are other options available. Brochure sites are extremely light on features, lack engagement, and put an unhealthy emphasis on the design of the website to drive its success.
A brochure website is a type of site that was popular and very common in the early 2000s, and the idea behind them is to merely talk about a business, who they are, what they do and how to get in touch with them.
Brochure sites tend to be very light on features tend to be filled up with sales and promotional information, or their pages almost all focus on how great the company is. Anyone can talk themselves up. It's much more difficult and far more useful to use your website to talk to your audience.
Spotting a brochure site is easy. Often the headline on the home page is Welcome to our website, and then it goes on to show the vision or mission statement. There are sentences on the page that start with - we strive to, or we have 30 years experience in business or even - we are experts you can trust.
If you don’t accept boasting in real life, why would you possibly have that message on your website page? Your website is often the first, and probably their last communication you have with potential customers, so you better make it good.
Brochure websites are missing critical essentials like:
Search Engine Optimisation that is missing like relevant page titles and page descriptions, so the site is hard to find
Sales copy that solves the visitor's problems otherwise they just leave
Call to actions on pages which helps move the user move through the sales cycle.
And no analytics set up to show if the website is performing
I see it time and time again with businesses with brochure sites, at some point, they'll start asking questions about the performance of their website like What's our traffic like', 'Is Google finding our website' or 'Are people using our website'?
So I strongly encourage you to invest in a website that is designed with digital marketing best practices included, so that it will help generate new leads and convert customers by solving their problems for them.