Design your website around the strategies that drive leads and sales and avoid the marketing strategies that don’t convert.

I had one of those meetings this week; a meeting with a company that has really come to understand the significance of online conversion in their business. I predict good things for them.

They’d taken advantage of a Conversion Sciences home page review, and had attended my workshops. It’s a good feeling to know that I’m making a difference.

They wanted to be sure spent their Web budget on the things that were going to help their business grow faster.

This is going to sound obvious, but take a good look at your own site before you dismiss this statement: They decided that focusing on strategies that would generate leads would alleviate the need to invest in things that didn’t. They would save money and sell more.

That makes sense, doesn’t it?

So what should you be investing in?

Find out which conversion strategies you should be building your web marketing programs around and avoid marketing strategies that don’t convert.

Design your website around the strategies that drive leads and sales and avoid the marketing strategies that don't convert.

Design your website around the strategies that drive leads and sales and avoid the marketing strategies that don’t convert.

The Five Core Patterns Of Conversion Marketing

How many basic web patterns are there? If you were to boil every web site down to a set of core species, how many would you list? Would there be 500 basic types? 100? 50? How about five?

Conversion scientists require some categorization and classification to do their job well. This allows us to simplify rather complex concepts, easing communication with each other and with you. It gives us a common vocabulary with which to work.

For example, if you can tell me which of five patterns your web site fits into, I can tell you with some accuracy which three strategies you should implement first to maximize your conversion rates. From one word springs an entire online marketing plan. That is the power of classification.

Over my next five posts for Conversion Sciences, I’m going to help you identify your core web site pattern and tell you what disciplines you can’t get wrong if you want to turn visitors into leads and sales.

The ground rules

Before I define the five web site patterns, let’s lay some ground rules for the ensuing debate.

  • We are focused on business-oriented web sites designed to increase sales for a business, no matter how indirect the effect.
  • A web site pattern is distinct from its implementation. A blog is not a web site pattern, since many patterns could be implemented using a blog structure.
  • A new pattern is defined as a type of web site that requires a set of online strategies substantially different from the existing patterns to be successful.

I welcome your input on new web species that may exist in the wild. Here is the first of the five basic patterns which I look for when advising a client.

The Brochure pattern

Also known as the “sales support” pattern, the brochure web site is modeled after the glossy print publications that have been created by businesses for decades, and ignored by 99.99% of those who have received them.

Often presented in tri-fold fashion, the brochure is the appetizer of marketing. Its sole purpose is to provide enough information to whet the desire of a prospective customer and tell them how to get more information.

Likewise, its online counterpart is designed to provide little truly valuable information, but to make the sponsoring company look like it has its act together. In this sense, the primary quality of a brochure site is safety.

You have, or desire a brochure site if you answer yes to the following statements:

  • When you decided to create or refresh your web site, you called a web designer first.
  • You spent a great deal of time huddled over a tree-like map of your future web site. This is called an “information architecture.”
  • The copy for the site was reviewed and edited by several people, most of whom were not professional writers. This copy inevitably declares you as the “leader” in something or espouses the ethereal “difference” you offer.
  • Your site contains at least one stock photo of a very happy or very serious person, whom your designer thinks your visitors will admire.
  • Your site avoids the words “you” or “your,” but talks incessantly about what your company and products do. This feature culminates in the ever-popular “News” section of the home page with more information about you.
  • You get your sales leads from anyplace but the web and you have no need to change this.

Don’t be fooled by my snootiness. The Brochure pattern is an important pattern for many businesses. Just because everyone uses the web doesn’t mean that every business should be trying to generate leads and sales there.

The Brochure site has only to make the visitor feel comfortable sharing the site with their boss and with others who are a part of the any purchase decision. No controversy should ever enter into a brochure site. It has to look good. It has to present benefits and features. It has to provide contact information. That’s about it.

The primary goal of the brochure site is to make sure the prospect can find you when they are ready to make a decision. A “conversion” is a phone call or an email.

The three “must get right” conversion strategies for a Brochure business are:

  • The design must be what the visitors want to see. Your design must be professional for people who ware suits to work. It must be fun for creative businesses. It must look unprofessional if you sell hand-crafted products. It must be exciting for adventure-oriented businesses. This is why you call the designer first.
  • It should feature logical tree-like navigation. Since your visitors aren’t really trying to solve a pressing problem, and since they really don’t care that much about what they’re reading, you should organize the content in as logical a manner as possible, so you don’t look sloppy. Those irritating menus that “fly-out” when your cursor accidentally rolls over them are also fine on a brochure site.
  • The contact information must be easy to find. The primary role of a brochure site is to support a sale after the salesperson has been contacted. Think of it as a “leave behind.” Put your phone number on each page and have a simple, clear “Contact Us” page.

The Brochure site is the primary pattern found among business web sites. This is unfortunate, because too many businesses put up brochure sites when they really are counting on the web for sales leads. The result is a site that isn’t a good brochure site, and isn’t a good lead-generation site either.

For example, marketers will optimize their brochure site for search, but see little positive effect because a brochure site is a terrible tool for cold visitors. What these marketers want is a site built on the considered purchase pattern, which we will discuss in part four of this series.

Brochure sites are efficient. Marketers only need to update them when their product lines change, when new news is published, or when they get a new VP of Marketing, who will inevitably want to refresh the site to show how quickly they’re making progress.

The four remaining web site patterns

I’ll next venture into the Portal pattern, a site in which the content takes center stage, and then explore the key conversion strategies for the eCommerce Pattern, the Considered Purchase Pattern and the Site as a Service Pattern. Read on in The Portal Pattern: Core Conversion Marketing Strategies.

I’ll be posting to the Conversion Science column every four weeks, so you should subscribe to the Conversion Science email.

Many of you are going to be surprised at which pattern you end up choosing for your business.

Summarizing

The first pattern is “The Brochure.” Most of the business sites on the Web are like an online brochure. But “The Brochure” is not designed to convert. It’s purpose is to support sales, often after the visitor has already spoken with a salesperson.

If you have a brochure site, you may discover that you really need a site based on one of the other four patterns: a Portal, an eCommerce site, a Considered Purchase site, or a Site as a Service.

Over the next four months, I’ll be digging into each, helping you choose the right pattern for your business, and highlighting the conversion strategies that you must get right for each.

The next installment is coming next week. I’ll send you an email when each of these go live if you subscribe to The Conversion Optimization Blog.

Originally Published: Five Core Patterns of Conversion Marketing for Search Engine Land’s new Conversion Science column.

Brian Massey
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