by Robert Faletti, Blue Archer Principal

Successful websites are designed and developed to achieve a very specific goal. Sites that fail often fail because their design and development is not aligned with the expectations set for them. An understanding of basic website “types” or strategies will help you to understand why your website may not be performing up to your expectations.

Following are descriptions of the basic website types and the strategies behind them. They are not mutually exclusive. Successful sites typically integrate many of these strategies in order to create a profitable website.

Informational Site
Informational sites can be considered entry level. They often contain very basic company information, including a description of the company, its history and management, as well as contact information and directions. This type of site provides very little, if any, sales or marketing value.

Turnover Site
A turnover site focuses on providing information in a strategic structure that attempts to turn near-buyers into buyers. Typically these sites are utilized in industries that are high-touch, but where prospects utilize the internet for information gathering. The site is used to warm up the prospect with effective use and presentation of information.

Cost Cutting Site
A cost cutting site is utilized to directly or indirectly lower costs, most by offering self-service information that otherwise would require an employee to manage. Strategies can be as simple as automatically providing ship date and tracking number to buyers on an e-commerce site,  allowing customers to pay bills online, or as advanced as providing a step-by-step view of the supply chain in a manufacturing environment. Other cost-cutting strategies may employ providing customer portals where information is posted electronically to a common workspace where it is always available, rather than requiring that the information be emailed or faxed time and again to the same client.

Lead Generation Site (Active & Passive)
Websites can provide an effective means of collecting prospective customer data.  Passive lead generation attempts to acquire information or affect an inquiry typically by offering something for “free,” such as a free assessment or a white paper. Prospects will share their information if they feel that the offer is of value.

Active lead generation attempts to establish an active dialog with a customer. Examples of this include providing a webinar of a product for which prospects must register in order to participate.

Direct Sales (E-Commerce) Site
A direct sales site provides the ability for a prospect to complete a transaction online. Obvious examples of this include product-driven e-commerce sites, where users can purchase products directly from a website. It is important to note, however, that e-commerce need not only apply to high-volume consumer products businesses. Today virtually any company can sell a product or service online. From gift certificates at a hair salon to donations for a non-profit, e-commerce can have a big impact on the top line of many organizations.

Take a look at your own website. Where does it fit in? What strategies can you employ to improve your website’s success? Consider adopting new strategies that can help to set your website apart, and enjoy the results.

For more in-depth information regarding website strategies that can have a big impact on YOUR website, contact Robert Faletti at rfaletti@bluearcher.com or 412.353.1048.