Information-Based Websites vs Marketing Websites: Which One Drives More Leads?

In your early years, you probably used to get spanked a lot!

I got spanked…like almost every day.

And every time your mom spanked you, you’ll be like, “Why does this woman keep doing this? I hate you!!!”

You’ll almost feel like running away, until you remember you won’t have lunch money for school the next day.

Anyway, several years later, you’re the one doing the spanking now. And that little girl or boy you’re spanking is always like, “Why are you doing this, I hate you!”

Your response…”When you get older, you’ll understand.” Lol!

It’s funny how our perspectives about things change when we get older. I believe that’s called maturity. And it’s the reason for this post.

When I first started out online, my belief was, “If your website doesn’t have some acrobatic images, gymnastic text and some in-your-face social media icons, then you have a wacky website.”

Now that I look back, I actually wish someone spanked me for thinking that way. And if that’s your orientation now, after this post, you’ll get your spanking.

When it comes to using your website for lead generation, it’s a whole different ball game.

You see, you’re not just creating a website for visitors to view, but for them to take a particular action.

I’ve grouped most websites into two different categories: the Information-based website and the Marketing website. In this post, I’ll show you the peculiarities of each so you’ll know what to tell your web designer to create, if your sole purpose is generating leads.

Let’s get started.

First, a little warning

This post is based on my personal opinion. I’ll probably step on the toes of web designers but well, it’s my site…:)! After reading this post, you may be moved to redesign your website too. So, reader discretion is advised :).

Information-Based Websites

As the name implies, these websites often contain information about the company, the product or the individual.

Read that again…

I wanted that to sink in.

Now, here are the peculiarities of this website and why I think it rocks/sucks.

1. It often only has the basic pages- Homepage, About page, Contact page, Services/Product page and sometimes, a separate Who We Are page (this is often on the About page).

This is the reason why in the internet’s early years, when web designers billed clients, they charged per page. That’s so ancient now. Most websites now have a standard price, regardless of the number of pages.

2. There is often no other way to interact with the company/business/individual except through the contact page.

3. The content of such websites focus on the company or individual. In other words, they tell you, the visitor, how awesome they are and how good they are at what they do. This is when you start to see all those zooming images with killer phrases about why the company rocks.

4. Mechanisms for lead generation are almost non-existent and if they are, they’re not visible. Mechanisms such as a lead magnet (sign up incentive), a form for collecting email addresses, landing pages, etc. You can subscribe via that big black box on your right to get my blueprint on how to create these.

5. Such websites are often busy. By busy, I mean there’s so much to see that you either start having a headache, or you get put off. They’re often cluttered because the company or designer wants you to see everything. They have no idea about the principle of “one clear call to action per page”. That’s if they know what a Call to Action is.

Note that magazine or news websites do not apply to this rule, even though they often are information-based websites.

Marketing Websites

These websites are created as a marketing tool for the individual or company to generate more sales.

See below the peculiarities and why I think it rocks/sucks.

1. They also have the basic pages all websites should have: Homepage, About, Contact and Services/Product pages. You’ll also find some extra pages such as a media page, or an FAQ page. This doesn’t apply all the time anyway.

2. They have multiple ways visitors can interact with them, apart from the contact page. You’ll often find social media links, a social media widget, or a comment system.

3. The content does not focus on the individual behind the company with complex jargon, but on the customer using simple language.

So, instead of you seeing something like this,

You’ll see the following:

Can you spot the difference? The first one sounds egoistic and almost seems the company is doing you a favour. Saying “contact us” is also an ambiguous call to action. The second speaks to you directly, has a direct call to action (fill the form below…) and offers to help (even though that help will not be for free).

They have multiple visible ways of collecting leads. For such websites, lead generation is a priority because that’s what makes consistent sales.

For example, on this page alone, I have four different lead mechanisms in place.

The black box at the top right, the subscription box right at the bottom of this post, another subscription box at the footer (the bottom right) and then a link to my free 20 step blueprint landing page where you can subscribe too (the bottom left).

5. A blog is often integrated. Marketing websites are actually created to show (not tell) your visitor or potential client more about what you do and how you do it. The best way to do this is via blogging on that same website. Blogging on its own creates a bond and relationship with your visitors and establishes you as a though leader over time. It’s also a way for visitors and returning users to interact with you.

6. They’re not usually cluttered. Animation or no animation, site aesthetics is very important. The design on your site has to tell the reader what to do and marketing websites actually excel in that. However, you have to continue testing this to know what ultimately works for your website.

So that’s it! My personal opinion on why you should get a marketing website designed for you (and ditch your information-based website) if you want to generate leads and sell your services online. However, if all you want is just something online that people can look at (which is often the case with many companies), then go ahead building your information-based website.

What do you think? What kind of website do you presently have? Share in the comments below.

Original Image credit: Eva Rinaldi