The Most Common Misconception of a Website

I have come to understanding that a lot of people interpret website simply as a brochure. They use it to list their products and services, print it on their name card and their advertising materials, and expect people to visit the website in order to ‘get more information’.

Ain’t there enough brochures already?

What a misconception.

If a websites were to act as a brochure, it wouldn’t be as effective as the brochure itself. There’s nothing more troublesome in order to visit the website to ‘get more information’. You need a computer, an internet connection, a browser and the effort to type in the address and use your mouse to surf around. For a brochure, the good feeling of holding it in your hand and the simplicity of browsing around by just flipping it are just far more a better user experience than website.

And bear in mind, web users don’t read from the internet. (Jakob Nielsen)

So what website really is, and why do we need website to present the information?

Firstly, website must act as salesperson.

A team of salespersons that works for you around the clock. How do you like it?

Salespersons do not only presents information, they close sales. So, how did the salesperson close a sale? They presents themselves in professional manner to leave a good impression. They provide accurate and persuasive information about the products. They ask for sales. They follow up (if they don’t close it in first try). Then finally, they close the sales.

That’s what a website should be doing:

1) Presents in professional manner (web design).
2) Provide information (copywriting).
3) Ask for sales (call for action).
4) Follow up (email subscription).
5) Close sales (sign up, payment).

Oh, did I mention that this salesperson travels globally too?

Website is our best salesperson. And when we take our best salesperson as simply a brochure, we are in trouble. ;)