WHAT IS A BROCHURE WEBSITE?
Is a brochure website right for your company?
Stephen G. Barone
barodine marketing communications & research
A brochure website does the same thing as a printed brochure.
Typically, companies produce a multipage printed brochure—often called a carrier folder—that explains who they are, what they do, etc. It’s called a “carrier folder” because it has front & back inside pockets for carrying so-called “slicks” or “leave-behinds” that explain specific products or services in more detail.
All prospects are given the carrier folder, but which slicks or leave-behinds are placed in the pockets depends on the specific interests and needs of that prospect.
In a brochure website, your homepage acts as the carrier folder, and the various landing pages are your slicks. Its beauty lies in the fact that unlike a printed brochure, you can easily update the copy and images as your business evolves or your focus changes.
Do you need SEO?
Maybe not. If yours is primarily a word-of-mouth business, and you mostly send people to your website after meeting them in order to reinforce your sales pitch, then putting a lot of time and energy into SEO per se might be an unnecessary distraction, especially to the extent that SEO keywords might compete with readability or the sincerity of your voice.
HOWEVER, if the purpose of your brochure website is to get you found from among your competitors, then SEO is paramount and inserting as many keywords as practical into your copy is indicated.
What are keywords?
Keywords are words or groups of words that indicate the content inside your brochure website. There are basically three ways to develop a keyword list for your brochure website:
- Intuitively. It doesn’t take a large leap of faith to posit that someone looking for a “Madison website copywriter” might type exactly that into her search engine. So I will want that search term sprinkled throughout my website along with others I can bet people will use depending on their specific interests. For example: Madison science copywriter or Madison technology copywriter or Madison engineering copywriter.
- Empirically. If you already have a brochure website, you can look at your stats page to see a rank-ordered list of what search terms people used when they found you and increase the number of those SEO keywords throughout your brochure website. Also, you can type your intuitive list (see 1) into Google and see if brochure websites like yours show up.
- Commission some research. There are website analytic companies that do nothing but SEO research.
Want to find out more? Contact me at service @ebarodine.com
Stephen G. Barone is a marketing communications specialist and co-principal at barodine marketing communications & research, a general contractor of creative and analytical marketing talent to the science, technology, engineering, medical, professional, and general business communities.
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