Simply put, a brochure website is the digital form of a print brochure that you might use to promote your business. It has a lot of the same elements of a print brochure:
- It’s visually eye-catching.
- Promotes your some of your products/services.
- Gives some insight into your company, its philosophy, its history, its benefits, etc.
- Has information about your company like location and contact information.
In digital form, a brochure website has four or five pages. These pages usually consist of:
- A home page
- An “about us” page
- A products/services page
- A contact page
A brochure site is your company’s web presence. It provides legitimacy and a sense of permanence to your company. A brochure site is basically an “informational” website.
Is a brochure website right for my company?
Now that you know what a brochure site is, how do you know if it’s right for your company? A brochure site is usually a static website; its content seldom changes. In today’s digital world, a brochure site is a fancy Yellow Pages listing. It helps potential customers find your business and answers a few questions about your products/services. A brochure site is the bare minimum that any company should have. Because they are bare minimum, they are also a lower cost option.
This type of website was very popular in the early 2000’s but the current trend is away from static websites and toward sites that engage, educate, entertain and encourage action. A brochure site is about you and your company. An effective website shouldn’t be about you. It should be about your visitors. How can your company solve a problem for your visitor? How can you engage and educate potential customers? Your site should encourage visitors to become customers. Your website should be an important part of your marketing strategy. A static site is lacking in this department.
Google’s algorithm isn’t excited about static sites. It wants to see sites with relevant, fresh content. Don’t expect a static site to rank well in an organic Google search. If your business is local, it is possible to rank fairly well when you use Google’s “My Business” and other local business searches like Yellow Pages, Yelp, etc. Because your brochure site probably won’t generate a lot of traffic on its own, you will need to promote your site with inbound links from your local chamber of commerce, city directory, business associations, and social media. It is possible for a static site to show up in searches when a business is local.
A serious flaw of a static brochure site is that it’s almost impossible to track your ROI (Return on Investment). A static site won’t generate leads or build e-mail lists of potential customers that you can easily track.
In today’s marketplace, a winning website should be working for your business. It takes more than just a pretty face to win new customers.