Say 'No' to Brochure Websites

I have been working in the SEO world for over 20 years now and can’t remember just how many times I have been told, by a prospective client, that they are not interested in increasing the number of times their website is viewed. It’s just a Brochure website they say, just there as ‘you have to have a website’ or ‘it’s just there so people can see what we do.’ Up until now, I have just nodded and accepted their point. But no longer, now I feel that I must question this statement. On what do you base this challenge, you may well ask? The answer is a straightforward one. Brochures, whether in paper or web form, cost time and money and should be used in a manner that is likely to benefit the business. Paper brochures are never just left on the shelf. Instead, active measures are taken to ensure that they get in front of potential customers eyeballs. This could be done by mailing them out, or at an exhibition (remember them?), but they would not be left on the shelf to gather dust. So why then is a website different. Surely, action should be taken to ensure more people see what a business has to offer? 𝐈𝐟 𝐭𝐡𝐞𝐢𝐫 𝐬𝐢𝐭𝐞 𝐢𝐬 𝐧𝐨𝐭 𝐬𝐞𝐞𝐧, 𝐭𝐡𝐞𝐧 𝐭𝐡𝐞𝐫𝐞 𝐢𝐬 𝟏𝟎𝟎% 𝐜𝐞𝐫𝐭𝐚𝐢𝐧𝐭𝐲 𝐨𝐟 𝐟𝐚𝐢𝐥𝐮𝐫𝐞. 𝐍𝐎 𝐰𝐚𝐲 𝐚𝐭 𝐚𝐥𝐥 𝐨𝐟 𝐭𝐡𝐚𝐭 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐛𝐮𝐲𝐢𝐧𝐠 𝐟𝐫𝐨𝐦 𝐭𝐡𝐚𝐭 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬. Better still, SEO captures people at the time they are searching for a solution to a problem, be that a service or product. This is just the moment to put your ‘brochure’ in front of them. So, why oh why would anyone not want this to happen? SEO can be the most efficient method there is to increase the visibility of any business. So I just can’t see why people ignore the possibilities? Do you have any answers for me?

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