Websites aren’t brochures anymore. This is the number one mistake we see over and over again. A well designed, but terribly performing brochure style website. It’s informative. It’s generic. And It’s likely rife with stock photos.
The Death of the Brochure Style Website
The problem with a brochure style website is that it’s old-fashioned. Technology has moved far beyond what websites originally were. We can do a lot more with a website than when they came about. As a result, the brochure model for a website is terribly outdated.
What do I mean?
I mean that we now know exactly how many visitors have visited our website. We know how many pages (on average) people are visiting per session. It’s possible to track the buttons people click, where their Mouse hovers and How much they scroll down a page.
We can even track if someone landed on our website and immediately went away (called a bounce rate). It wasn’t what they were looking for. This is the equivalent to knowing who walked into a shop, realised that it’s not the kind of shop they were expecting, and walked back out.
With a brochure, you don’t do any of that. You’re lucky if someone even reads your brochure, let alone gives you a call. With a brochure, you’re hoping the person doesn’t have anything better to do, that they’re going to read the entirety of it, and that they might see your contact details on the back.
My point is, The brochure style website Is absolutely dead if you’re offering a service or product. The goal of your website should always be to convert.
Conversion-Oriented Web Design
What do I mean by convert?
A conversion can be something as simple as a phone call. A conversion can be an email sign up, obtaining a client, or a new booking. It doesn’t matter what you define a conversion to be.
The point is that when someone visits your website there is a specific action you want them to take. And you now have the power to track whether or not they are taking that action.
The internet is far more advanced and far more sophisticated than it used to be. So, we should take advantage of that, as it can offer amazing insights and help us get more customers.
The best part is, it’s not difficult to do. It just takes a bit of commitment.
The biggest issue I see with websites at the moment is this. A business has a website made and then lets it sit there on the internet, hoping it works. They hope and pray as if there’s no way of ensuring it does its job.
But, there is.
Getting Your Monies Worth out of Your Website
A good few months spent optimizing your website so that people take the specific action you want them to can bring dividends. Spending even six months just testing what works for your clients and what doesn’t, in terms of conversion can bring you a ridiculous amount of money in the long run. A websites’ effectiveness can make or break a companies’ run rate.
The brochure style website just doesn’t encourage people to take action. But that’s the only reason you want someone to visit your site in the first place.
At the end of the day, You should think of your website has a member of your marketing or sales team. It’s another employee, and if it’s not bringing in business, then it’s not performing its job. What do we do with an employee that isn’t performing their job? We usually sack and replace them, right?