First of all - what is a brochure website?
If you're of a certain era, you'll remember pre-Internet, glossy corporate brochures which extolled the virtues of a company. Then in the early 2000's when business websites started to become a thing, most companies just transferred the contents of their brochure directly onto their website. The brochures were designed to show off the company, establish legitimacy and encourage trust.
Over the years, brochure websites morphed into something fairly predictable - Home page, About, Contact, and a few other pages for products, services, portfolio and the like. These websites are effectively a 24/7 online business card for your company. They describe who you are, what you do and how to find you. In other words, they are a modern-day replacement for a Yellow Pages listing, and most have a similar structure to the old-fashioned corporate brochure.
Unfortunately, the internet is much more crowded now and people buy differently than they used to. It can be difficult for a business website to even get seen, let alone attract new visitors and convert them into clients. Business owners are starting to want more from their website than just a brochure - they want their website to actually work for them.
So what are some ideas that can improve your existing website? How can you turn a brochure website, into a lead generation website?
1. Develop a good digital strategy
2. Ensure the overall tone of your website is about the customer, not about you.
3. Provide a pathway for visitors
4. Provide a good customer experience
5. Share content to drive visitors to your website
6. Analyse and measure to ensure goals are being achieved