Brochure websites tend to be relatively simple in form; unlike ecommerce websites they’re not required to sell anything. However, this doesn’t mean that any less time, effort or research should go into the design process. We think that a successful brochure website should be an asset to the business and impress site visitors. Much life a successful print marketing campaign, a brochure website should help you to widen your audience and generate potential leads.
In our experience, this is primarily achieved through three very simple design principles. What makes a successful brochure website? We think that it all boils down to superb design, ease of use and compelling call-to-action.
1. Superb Design
A brochure website should be designed in such a way that it impresses visitors. Consumers are bombarded with hundreds of advertising messages every day; your website needs to stand out from the crowd. Much like a leaflet that drops through your door, a well-designed brochure website has the potential to intrigue visitors and encourage them to consider your company.
There are various ways to achieve this goal. In certain industries – particularly fashion and design – it’s necessary to go to great lengths to be noticed. However, in our experience a combination of stylish branding, typography, colour, photography and a commitment to keeping the design as clean as possible help to deliver a successful brochure website.
2. Ease of Use
The goal of an ecommerce website is to help visitors find and purchase your products. We therefore spend a lot of time thinking about user experience and ease-of-use, running tests and trials to see what works best.
It’s important to take a similarly dedicated approach with your brochure website.
You need to make it as easy as possible for a new site visitor to find what they’re looking for. This means that your navigation, page headings and content should be as crisp as possible. By identifying the journey that you want visitors to take – perhaps “home” – “about us” – “services” – “contact us” – you can try to maximise your conversion rate.
Another important feature of a successful brochure website is mobile compatibility. A responsive website design that allows users on every device to receive a positive and helpful experience will go a long way towards maximising the effectiveness of the site.
3. Compelling Call-to-Action
The third component in answering what makes a successful website brochure website is having a compelling call-to-action. Your website needs to quickly and concisely educate the visitor; it also needs to compel them to do something in response.
How exactly you set this up will depend upon your goals. We recommend that every page of your website includes a call-to-action, whether it’s a contact form or link to another page. This will minimise confusion and make it as easy as possible for potential customers to enquire about your business.