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Your website is more than an online brochure

Treating your website as an online brochure is hugely counterproductive in so many ways. For example:

  • people tend to read print in a linear way (one page after the other, from the front) whereas they visit websites in ways you can't predict - and your homepage may not be the first page they see.
  • print doesn't let you expand on information: what you see is what you get. Online, however, it would be crazy not to take advantage of hyperlinks to draw people deeper into and around your site, and to give them loads more information - which you could never fit into (or afford to print in) a brochure.
  • people read screens very differently from the way they read the printed page.
  • your printed brochure is cast in stone, but your website isn't. Key information which may change often is better situated on your website.
  • people who've already seen your brochure come to your website wanting more - not the same thing again!
  • not everyone who comes to your website wants to buy from you, so they may not want to see your brochure. Have you thought about the other important audiences you may have besides potential customers?
   

Do small businesses need 'brochure' websites...?

 

This is a common misconception — not just among small businesses, but among large companies which need sites for smaller sub-brands. And no, I'm not saying this just to line my own pockets! Here are some good reasons why smaller is not better:

 

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