If 72%-‐97% of all websites fail, how can you make yours succeed? The first step toward online success is choosing the type of website that is best for your business. And it is a choice largely based on how much of yourself you are willing to invest.
Defining the role your website will play in your business strategy is probably the most important factor. While many businesses aim to use their websites as tools for acquisition, many of them fail to devote the resources needed to find audiences and get their attention, and subsequently fail.
Roughly 81% of small and medium business (SMB) websites have few or no social media links; 91% of SMB websites aren’t mobile compatible; 75% of SMB websites have no contact information on the home page.
While website specific features such as mobile compatibility and contact buttons can be added on a once off basis, other aspects like SEO and social media require a constant application of resources to bring in a return on investment.
Brochure websites are among the most common. These aren’t built to attract a lot of search engine attention or social media followers. Instead, they are used as a digital brochure: there for current and prospective real-world clients or business associates to get more information on your products and services after they have made contact with you. SenecaBrookins.com’s website is an example of a brochure website with few or no social components.
Information websites are another type of website that relies on static content, and do not need a lot of frequent updating. Product manufacturers often create an online documentation website for consumption by individuals who buy their products. Sites related to informational websites include media platforms such as photo and video sharing websites.
The two websites discussed so far can be based on static content-copy, images, and other content that remains the same, and are only for consumption by a very specific group of people. Marketing of this type of website is often limited to a web address on a business card or an address printed in a product catalogue.
On the other side of the spectrum are the more dynamic websites. These websites are updated frequently (either daily or weekly), and are built for interaction with target audiences. They also require more extensive marketing, since an audience presence is necessary to drive revenue.
Business websites refer to those websites designed to attract new business, and are by far one of the most common types of dynamic websites. They consist of a static brochure section that describes the business and its services. But because they are intended as an active online acquisition tool, they also contain dynamic sections, like blogs and contact forms, that require periodic fresh content and social interaction to attract new audiences. Jasudo.com is a good example of a business website with a combination of brochure and dynamic content.
eCommerce websites are next in line; static product pages are more likely to be updated as new products are added, and old ones removed. This type of website almost always relies on revenue collected from digital sales, and therefore requires extensive marketing and social exposure.
Community websites may have very little brochure content, and often rely on its members to generate the content they want to see. SEO and social interaction is used to market this website to attract new members. More often than not advertising revenue is used to keep the website’s metaphorical doors open. Linkedin is perhaps a better example of a community website than many other social networks, specifically because it aims to address the needs of various audiences that have one common goal: business networking.
So, which of these websites are right for your business? If you aren’t able to decide, it’s best to start small and expand your website as your business grows to ensure alignment with your business strategy and audiences. Small business website developers like Jasudo can help ensure that your website is dynamic for the present and scalable for the future.