"What type of website do I really need?" This is a question we get asked a lot, after that it's usually, "and how much does it cost?". In this article I'm going to try and explain the different types of websites and the business strategy that goes behind each one, so that it is easier, if you are planning on having a website done, to determine which type would better suit your company's goals in the online market.
The different types of sites:
The Portfolio Website:
You typically see portfolio websites from individuals and companies who are displaying a list of their services/images depicting their services in a focused format. Little to no collateral information is provided with this list and the website is typically used to display examples of their work to interested clientele. General web users will typically just browse this type of website, without taking much action. This type of website is perfect for artists, photographers, or any other type of business that would be pointing prospectives to examples of their services.
The Informational Website:
This is the most common of the website types out there. Its content is just as the name suggests. If you have a business where you want people to know what you are all about, or what services you provide, and how they might obtain those, this would be a perfect fit for you. Your point of sale is typically off-line, and you are typically providing a service, and not products.
The Sales Website:
This is where it might get a little confusing, you think sales website, well I must be selling something on it. Well yes, but not necessarily. If you are interested in using the online arena to sell your services, and gain potential leads you would need a Sales Website, because you would essentially be using selling points to sell your services. Most people in this category typically go with Informational websites, and informational websites, do not push or funnel leads to a specified call to action, they simply provide information about the company or services. Also in this category of website types are eCommerce and online shops. Sales websites have specific devices built into them, which persuade your users to take some sort of action.
The Social Website:
Social websites are just that, they provide a social outlet for your users to interact on some sort of level. They usually have built in mechanisms which the other website types don't have, which allow your users to interact with your site, and each other.
The Cornucopia Website:
This is where things get pretty dangerous. If you want to have elements of all or a few of the different website types in your one website it will take a talented developer to do this and pull it off. As I will explain later, web users need you to hold their hands in order to tell them what they are supposed to do on your website. In previous website types, the message is clear, visit my website and take this action, whether it be view my pictures, get information about me, or buy my stuff. When dealing with Cornucopia sites, you have to plan out and lead your users around in a way that they will understand that they can do many things with your website. People typically have one track minds when it comes to browsing the web so there is a lot of hand-holding that you will need to do. For example, if you are offering information about your company and services, selling some products, as well as offering your users to sign up, create a profile and chat , you have to make sure that these areas, and functionalities are clearly defined so that they know when they are transitioning from one site type to another.
How to determine your site type.
Each of these website types has their own benefits, and portray your business in a different way. For some businesses it's pretty clear on what type of website you would need to have, however sometimes by choosing one type, you could be conveying a completely different message than you intend, and your users would have reacted differently had you chosen the right type.
First of all, in order to determine what type of site you need, you have to understand, and come up with a clear idea about what your goals are in the online arena. For instance, if you are a small business, who really just needs to get online and get the word out about your services, you wouldn't want to have a portfolio or sales website built, you'd need an informational website. However, if you are a photographer who is only concerned with showing off their work, and not necessarily with gaining leads on prospective future clients, you'd be suited fine having a portfolio site.
I know what you're thinking, isn't this just thinking too deeply about it all, why not just build a website and put it out there? It's simple, because your website is going to tell your viewers something about your services, products, and intentions, within the first few minutes of logging on to your website, if it is not clear exactly what you need them to do with your information, then they are likely to leave and you have just lost a potential sale, or a lead. Web users need you to hold their hands and direct them on how to react to your website. It's either, browse and buy my stuff, look at my portfolio of work, or take a look at my services. But what if you want that user to look at your portfolio of work, and then purchase that work online. Well if you have a portfolio website, they are likely not going to read that and will typically just view your website with the mindset as "I'm looking at art", not, "I'm looking at art to potentially buy it.". So it's important what type of website you have, so that you can lead your users to perform the appropriate action.
So our jobs as web developers is to help you determine what type of website you need, in order to satisfy your core goals for your business in the online arena. By understanding the different types of websites ahead of time, you will be ready with the necessary content, and ideas for your approach. Unfortunately a lot of web design companies take the strategy out of their development process, and many people will never see the real potential that their business could have in the online market.
