Is your site a Brochure Ware?

Is your site a Brochure Ware?

Are you planning to invest in a new Web site? Think you can use the same content that you have on your product brochure on your site? Think again.

Too often we see companies converting their brochure into HTML and building what we call Brochure Ware.

• The pro: it’s an inexpensive way to create a site.
• The con: it doesn’t work.

The reason is simple. With your brochures and offline ads, you’re employing a “Push” model, where you’re pushing your message to your target audience. TV ads are a great example of this model. Because we’ve been exposed to so many marketing messages in our lifetime, we’ve all developed a defense mechanism that filters out most of them automatically. As a result companies rely on graphic design and visual aids to capture the audience’s attention.

On the Web on the other hand, you have a “Pull” model where visitors actually come to you. Visitors looking for a product or solution go to reference sites like search engines, conduct a search and come to your site expecting to find a product suitable for their need. Because they’re more qualified than those getting your brochures or seeing your ads for the first time, they’re looking for more relevant content than you typically put in your ads and brochures. As a result, when they come across a brochure ware, they soon realize that the site does not provide the necessary information and hit the back button.

The solution of course is relevant content. While the key to good brochure design is good graphic design and visual appeal, a good Web site is one with relevant content for its audience.

So is your site a brochure ware? If so, it’s time to revisit your site content