Beyond Brochure Style Websites
Most business websites fall into two categories: brochure-style and dynamic websites. As the name implies, a brochure-style website is usually based on some printed material. Even when it is not, it tends to look like one of those little booklets that companies sometimes leave in the mail or hand over with each opportunity to prospective customers for marketing or advertising purposes.
Standing out
Brochure-style websites are not necessarily bad, but the problem with them is that there are just too many around. You know the usual one-column one-sidebar one-menu layout… that’s what most brochure-style sites look like. If your site is like that it won’t stand out. And standing out is something you should definitely aim for if you want to increase your leads and sales.
Enhance your Website
- Add a section for testimonials and keep it updated. Make the testimonials more credible by providing the full name of the persons leaving it, as well as their website. You can also embed YouTube testimonials throughout your website to engage more prospects.
- Create a FAQ page that asks and answers the essential questions your customers are likely to ask before purchasing your product. It’s also a great way of highlighting what your prospects should be asking your competitors so you can highlight your competitive advantage.
- Make reports available for download. Useful resources are a great way to engage prospects and keep them coming back for more.
- Add a contact form that customers can use to request a quote or get more information about a product or service. A contact form is more convenient than ‘For more information email us at…’
- Write the story/history of your company in an Our Story section. If you have a long tradition, why not boast with it? Not everybody cares about your history however some do, they are information hungry and what to know everything about you before making a transaction.
- If your website is an e-shop, make it look like a shopping centre. The shops in a centre are all designed to showcase the products they sell. The colours, the layout, the arrangement of the stands or racks, everything has been chosen with care to make it convenient for the customer. Do the same with your online shop. Don’t just provide a list of products, showcase them. Use gorgeous pictures, concise descriptions, big navigation buttons, and so on. A good web design company can help you.
In the end remember that the best Melbourne business sites tend to be simple and to the point.
