Brochure Websites and Conversion Websites: What’s the Difference?
Websites play a crucial role in attracting potential clients and customers. They are your 24/7 online salesperson after all. However, not all websites are created equal, and their purpose can differ significantly. Two common types of websites that businesses utilize are brochure websites and conversion websites, also known as Client Acquisition Systems.
Understanding these two website types can help you determine which kind of website your business needs to achieve your goals.
A brochure website is the traditional form of an online presence for a business. It is similar to a digital brochure or flyer that showcases essential information about the company, its products, and services. These websites typically have static content, limited interactivity, and are primarily focused on providing information to visitors.
Key features of a brochure website:
Brochure websites provide details about the business, its history, team members, contact information, and a general overview of products or services.
Minimal User Interaction:
Users can browse through the website, read the content, and view images, but there are limited opportunities for them to engage or take specific actions.
Passive Lead Generation:
Although visitors can get in touch with the business through contact forms or provided contact details, the website itself doesn’t actively drive lead generation or conversion.
Brochure websites serve as a digital representation of a company’s brand, helping establish credibility and legitimacy.
Brochure websites can be beauty-focused and have a minimal, clean “look and feel.” The aesthetics of the layout and presentation of products and services may be the primary focus.
Brochure Website Goals:
The goal of a brochure website is generally to maintain the status quo. They are not usually designed with a strategy in mind or as a tool for business growth. They may generate leads and sales, but the method is passive.
Conversion Websites (Client Acquisition Systems):
A conversion website, also called a Client Acquisition System, takes a more strategic approach to turn website visitors into potential clients or customers. Unlike brochure websites, conversion websites are designed with the primary goal of generating leads and facilitating conversions. You’ll notice in the copy below the repeated use of the word “action.” Driving action is a key feature of CAS websites.
Key features of a Client Acquisition System (Conversion Website):
Conversion websites focus on capturing leads by using various lead magnets such as free trials, downloadable resources (e-books, whitepapers), webinars, or newsletters.
Conversion Copy for User Engagement:
Content creation (text) focuses on connection, persuasion, and engagement. It encourages action, such as calls, email sign-ups, form-fills, bookings, and sales.
Clear Call-to-Action (CTA):
Every page on a conversion website includes a compelling CTA that directs visitors to take a specific action, such as signing up for a newsletter, requesting a demo, or scheduling a consultation.
Client Acquisition Systems follow proven frameworks or formulas that attract web visitors and maximize every visit. They are specifically designed to compel action.
These websites can utilize analytics and tracking tools to measure user behavior, identify bottlenecks, and optimize the conversion process continually.
Conversion Website Goals:
The primary goal of a Client Acquisition System (CAS) is to get more clients. CAS websites are for businesses in active growth mode. Every aspect of a conversion website is strategic and focused on getting results.
In summary, the main difference between a brochure website and a conversion website lies in their purpose and functionality. While a brochure website primarily serves as an online informational presence for a business, a conversion website, or Client Acquisition System, is specifically designed to attract, engage, and convert visitors into leads or customers. Understanding the distinction between these two types of websites is essential for businesses to develop an effective online strategy tailored to their objectives, whether it’s brand awareness or lead generation.