Whether you will be more successful with a traditional paper brochure or a one-page website depends entirely on the nature of your business and the target market you hope to reach. While brochures may be ideal in some cases, you may find a one-page website suits your needs most of the time. Or, you may opt for a hybrid approach, using a one-page website primarily, but also having paper brochures on hand for when you travel.
First, let's talk about the traditional paper brochure. A brochure is essentially an expanded business card that explains your business and your services in a paper-based format. A paper brochure is ideal when you want to be able to give a prospect something by which to remember you, without first directing them to your website. For example, if you're speaking at an event and someone comes up to you and wants to learn more, it would be ideal to give them a brochure so they can start learning more right away, instead of waiting until they can get to their computer.
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Brochures also might be the best route for businesses that target clients who do not have Internet access or prefer paper-based resources. For example, if your business caters to senior citizens, that demographic is less likely to be computer savvy than younger generations. If this is the case, a brochure is probably a necessity.
While the traditional paper brochure offers certain advantages, a website that's at least on page is nearly a necessity in today's business world. Every business that caters to a target market who spends time using the computer should - at a minimum - have a succinct, clean, one-page website that acts exactly like a brochure would, only it's housed on the Internet.
Because this option lives on the Internet, it also has some distinct advantages. First, anyone can find your one-page website by performing a search or typing in your domain. Second, the one-page website can offer links to additional resources and information at the click of the button. And finally, you can constantly edit and update your one-page website, without incurring printing costs. It's much more eco-friendly than the paper brochure, and it's much more convenient for the individual who uses the computer often.
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Remember to think about your target market when you're deciding which route to choose. Ask yourself: does my ideal client prefer the convenience of finding things online, or would he or she rather have a brochure to look through?
Although each option presents its advantages, most businesses will benefit from using a hybrid approach. For example, you may find that you prefer having a one-page website that people can find easily, and having a few paper brochures on hand for events and speaking engagements.
Which do you feel is best for your own business?
