The Issues Revolving Brochure-Style Websites

Having an effective website for your business is crucial, especially in our digitally focused world that is constantly developing. For many businesses, particularly those that are just starting to invest in their digital presence tend to treat their website as one of those tasks to ‘tick off’, where the website is a stationary space to simply list their products/services, their contact information and some may present some branding. These characteristics listed previously lean more towards a digital brochure compared to an interactive information source. The majority, if not all, successful companies hold a compelling website that allows customers to interact with their brand while feeling at ease with the website they’re searching on. Your business’s online site can’t just be an aesthetic showcase for your brand, it has to be that and more, it should be a place that generates profit, provides leads on new projects while also being designed to turn visitors to customers. Below we will share what brochure-style websites lack and how we can develop this ineffective style into an impressive functional website.

 

Businesses with brochure-style websites tend to underrate how essential a high operating website is. Brochure-style websites lack the functionality and system needed to heighten a company’s results. They usually focus on basic information, static content and minimal design along with ineffective visitor journeys or engagement tools. There’s minimal SEO (Search Engine Optimisation) or active content to track or respond to users’ behavior right when it matters. Some of these inactive websites can look aesthetically pleasing but they’re impractical, especially in a time where a website needs to do more than simply exist, it needs to perform to create results.

 

Unclear User journeys:

• Brochure-style websites can leave their visitors unsure of where to make their next move while trying to attain the brand’s product/service. This style simply provides information to its users and hopes for the best instead of guiding the visitor easily through the website to gain what they want, like making a purchase, filling out a form, etc. This leads to missed opportunities and lower engagement from the lack of performance.

 

Static Content:

• Content without any real-time action can become out of date very fast, especially with how fast our digitally focused world develops daily. Your website is at risk of becoming irrelevant if it doesn’t progress in areas such as user behavior or market trends. Website visitors nowadays expect to feel connected to the content they’re viewing, and this cannot be achieved through outdated generic messages.

 

Minimal SEO/ Content strategy:

• Your website can become near invisible to potential customers without strong SEO or solid plans for your content. Brochure-style sites lascks any structured content, keyword optimisation and consistent updates which makes it difficult to develop or compete online. Not having a strategy in this day and age means those companies are not experiencing valuable leads.

 

 

Now that we’ve discussed the issues revolving brochure-style websites, we’ll go on to discuss some of the success points achieved through performance driven websites. Performance driven websites aren’t just all about the look of them but how it works harder in delivering results. Designed with conversion goals, user behavior and SEO taken into consideration, they direct their visitors through the site journey, making it easier for the user to take action. Between faster loading times to the responses to real time analytics and user experience (UX), every step in the design process boosts engagement while acquiring quality leads. Here are some key features provided by a performance driven website that also acts as a growth tool.

 

Effective User Experience (UX):

• User experience is more than a nicely designed website; a high-performance website must be functional, leading to meaningful actions. This includes elements of the website such as navigation, layout, copying, all intentionally made to assist your business goals while also meeting your needs. Good UX aims to reduce the users efforts while also keeping them engaged which heightens the chances of conversion throughout their journey.

 

Boost engagement and conversions:

Conversion optimisation means improving your website in order to increase the number of visitors taking action, turning clicks into customers. This happens by adding trust-building features on your website like social proof and testimonials so that your potential customers realise your company is genuine, which moves closer to action from the user. Boosting conversions is all about turning passive visitors into active leads by guiding them though your site smoothly at ease.

 

Real-time Analytics:

• Have you ever wanted to be sure about your company’s expectations? This is what real-time analytics is for, letting you jump from assumptions you may have concerning your brand, into informed action. It tracks key metrics like click throughs, visitor drop-off rates and completed forms, allowing you to gain immediate insight into what’s working and what’s not. With real-time analytics you can optimise in the moment, sharpen performance and make decisions faster.

 

 

Your website is more than how it looks, it’s a way of growing your business and if done effectively, your website could be the reason for your brand’s success. If your company’s online site looks like a brochure-style website, it’s time to rethink the strategy behind it and work on it. We are experts at designing powerful websites that will carry these essential features and strategies mentioned throughout, elevating your company’s position in the market. If you’re interested in upgrading your business’s website or starting fresh, we’d love to hear from you. Here is our contact page.