Brochure v Direct Response Websites

by Stephanie Weber

in Website Development

Which type of website do you have?

As a business owner, you are bound to have come across many website designers trying to sell you a website. And many small businesses when they are in start up mode go ahead and buy one for several hundred pounds. However, the business owner is often left wondering where the return for their money is, as the phone is hardly ringing off the hook with new orders for their products and services.

So why is this?

Well, it certainly isn’t the fault of the website itself. The fact is, there are two ways to view a website:

1. Brochure Website

The most traditional type of website for small businesses is a brochure site. This is where the website has several pages such as a Home page, Products page, About Us page and a Contact Us page. On this type of site, the copy, ie the text on the site hardly ever changes. So this type of website is often classifed as a static site. To the business owner, they may compare it to an online version of a business card.

A brochure website is usually what a website designer will sell to a business, where the look and feel of the site is focused on, above the quality of the content and the benefits to the client of buying from the business.

2. Direct Response Website

The direct response website is beginning to increase in popularity, usually due to the business owner realising a year or so later that their website is not providing them with any lead generation or sales. At this point, the business owner is more knowledgeable about the need to market their business, and has realised the error of their ways. The key difference with a direct response website is that the focus is entirely on the potential client.

What are their needs?

What problem are they looking to solve?

This automatically leads to the copy (ie content) becoming more benefits led rather than feature driven. For example, rather than describing all the features of the latest iPhone, the benefit of having access to all your data whilst on the move is described.

A direct response website recognises that the website is to be viewed as a marketing channel where the visitor can begin to find out about your business and a relationship can begin to be formed.

It will incorporate other elements such as video, client testimonials, a free guide in exchange for an email address and typically a blog, where useful articles are added on a regular basis. This final element of a blog, is what makes a direct response website organic rather than a static site. By adding regular blog posts, a regular readership can be established, as well as enhancing the Search Engine Optimisation (SEO) for the site. ie the ability for your prospect to find your website when they search in Google.

In order to find out more about the critical elements to make your website sell your products and services, instantly download my free guide to – The 7 Secrets to Websites that Sellnow.

This will give you in-depth information on how to convert your website from a glorified business card to a marketing channel that creates leads, builds a prospects list and ultimately increases your sales.

It will also put you one step ahead of your competitors. So act now, download the free guide and then contact me for your free marketing consultation where I’ll answer any questions you have, and even give you a free review of your website & how to improve it.

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