Digital Basics Part 1: Your website is a salesperson, not a brochure.

Right.

Let's talk about brochures.

So let's start with how most websites get made, because I think it explains a lot.

Usually, it goes something like this: a business decides it needs a website.

Maybe the old one looks dated.

Maybe a competitor just launched a new one.

Maybe a customer said, "I tried to look you up and couldn't find much." So they brief a designer, and the brief is basically, "Make us look professional.

Put the logo up the top, an About Us page, a list of services, some photos, a contact page with a form.

Done." And look, there's nothing wrong with any of those things, but notice what that brief is really asking for.

It's asking for a brochure, a nice glossy digital brochure.

A brochure has one job.

It describes you.

Here's who we are, here's what we do, here's our phone number, and then it just sits there.

It waits for someone to pick it up, read it, and decide on their own to get in touch.

A salesperson is completely different.

A good salesperson doesn't just describe the business.

They have a goal.

They wanna help the right customer make a decision.

They greet you.

They work out what you need.

They answer your questions before you've finished asking them.

They make you feel like you're in safe hands.

And then, this is the bit most websites skip, they actually ask for the sale.

They say, "Would you like me to book that in for you?" So here's the shift.

A brochure is about you.