Every business nowadays is expected to have a web presence of some kind. However, for some businesses a complicated, interactive website is neither appropriate nor necessary. For these situations, a brochure website is perfect.
A brochure website is a static-format site where a business can showcase the aspects of their work that they want to promote, without the need for regular updates or maintenance. Businesses that find brochure websites useful tend to be those who require some kind of web presence but do not need – or want – to sell directly from it or add regular content.
Brochure websites tend not to be interactive: they are essentially a way for a business to present information online in a similar way to a leaflet, or as a way to expand on the information provided on a business card. Their name reflects their similarity to physical brochures which offer information about the products or services a business provides, alongside contact details and other pertinent information.
Brochure websites can be useful for small businesses who want to simply provide information about their opening hours or location. They do not require a complex Content Management System or a database in the background, they simply display basic information which is relevant to the customers or clients who visit it.
This type of website is ideal for acting as a lead generator, guiding customers to existing methods of making sales. For instance, rather than setting up a whole new pathway to drive online purchases, a brochure site can simply direct customers to a telephone number or sales team.
Another situation where a brochure site can be valuable to a business is if they want to test out whether or not an online presence is something their customers will appreciate and make use of. Building a relatively low-cost brochure website can be a useful start and if it turns out that the site gets lots of hits, they can then assess whether a more involved, complex website would be valuable. Alternatively, if it is only visited occasionally, the business might well conclude that it is sufficient as it is.
Benefits of Brochure Websites
- they are very cost-effective;
- they are a great way to discover whether a business’s target market is interested in a web presence;
- they require little to no attention once they have been built;
- they give a business somewhere to direct their customers to;
- they can complement a business’s already existing sales channels;
- they offer a basic web presence which can add credibility to a business’s legitimacy;
- they are ideal for “tech-phobic” business owners who know they need a site but do not want to have any responsibility for updating or managing it.
Disadvantages of Brochure Websites
- They are very limited in their scope;
- They rarely rank in search engines for key words other than the company name.
The information provided on brochure websites can include:
- contact details, including possibly a contact form;
- opening hours;
- information about the history of the business;
- location, including a map;
- a visual display of the products sold, or an explanation of services that can be provided.
Brochure sites can be built using the company’s branding as a guide, so that the colours, font and style on the website match the logo and other company materials such as leaflets and shop front. The exact design of a brochure website will vary from company to company, but these platforms are ideal for a great many businesses.
