Brochure Sites vs. Information Rich Sites

Too often, small business websites are "brochure sites" rather than the information rich destinations that maximize the value of the web.

A "brochure site" is a small website -- generally about five pages -- that doesn't do any real selling. People put these sites up because they know they need to have a web presence.

The only visitors these brochure sites get are the ones that are driven through advertising.

Here's how a brochure site works -- at best. You meet Bob at the Chamber of Commerce luncheon. You talk and he thinks that maybe there's a fit and you can do business. At the end of the program you exchange business cards.

Bob goes back to his office and he types in your web address into the internet. He doesn't find out anything informative. Mainly, he's used the site to verify that you're in business. He probably calls you and schedules a meeting for the next week.

So, having a website is a good thing, right. After all, Bob visited it.

Well, Bob visited your website, but you had already done the selling. Your brochure site was like your stationary or your nameplate next to the elevators -- it was a sign that you were in business. You, however, were the primary salesperson.

But your website can do so much more. It can be a lead generator for you. For every Bob that you can meet in person, there are hundreds of Marys and Steves and Janes who could find you through Google.

But, they're not going to find you if all you have is a brochure site. You need an information rich website that makes the pre-sale.

And that is the subject of the next blog entry.