Static Business Websites – The Irrelevant Sales Brochure

As a means of mass communication, the internet was the greatest technological revolution since the rise of television. Websites are now an essential communications medium for all levels of business – as elemental as a business card. Unfortunately, like business cards, they are often viewed only a few times by any one potential customer. At best, they may be bookmarked, but are rarely seen thereafter. If website information remains as static and unchanging as a sales brochure, a newspaper flyer, or a business card, then there is no motivation for repeated site visits. A significant business investment becomes a one-off consumer messaging tool – and an enormous opportunity lost.

Television and radio are effective advertising mediums because they attract repeated use with interesting, compelling, and relevant content, which is framed by brand messages – advertising. Without constantly-refreshed content, there would be little reason for repeated consumer engagement, and no consequent platform for advertising. It is curious that few websites provide routinely updated content to keep people coming back again. The adage “Content is King” doesn’t acknowledge the fact that a great message delivered once does not always stick. Content must deliver the right message, but repetition of the core message is essential too.

Social Media applications such as well-managed blogs and twitter feeds allow individuals and businesses the opportunity to regularly update web content, encouraging ongoing, repeated website viewings in a manner that is relatively simple and cost-effective. This opportunity for core message repetition is particularly efficient when it leveraged as part of an overall united marketing and media strategy.

Social media applications also allow a heightened opportunity for search engine optimization that may drive greater traffic to a business website. When greater traffic and recurring visits to a business website are encouraged, two things are accomplished. First, the static “branded content” of the website will enjoy repeated viewings over time, offering repetition and reaffirmation of the formal brand message. Second, anyone who revisits a site for the sake of gaining relevant, timely brand information will likely be susceptible to emotional engagement with that brand. As an individual spends more time with the brand and its message, it is more likely that the message will gain relevancy and acceptance in that consumer’s mind. They will be more likely to trust it, purchase it, and share the experience with their social networks, online or otherwise.

Many are predicting “the death of advertising”, or even “the death of print” as social media applications earn greater acceptance. Neither will die, but they will necessarily evolve. Television did not kill radio, nor did the internet kill television - each new medium was leveraged alongside the old as one of many expanding communications options. Social media must be similarly leveraged alongside conventional advertising mediums (including static websites) in order to keep your business abreast of evolving media communications trends.
Social media is no technical revolution, but it does demand strategic evolution when applied to your marketing mix. It has a place in the communications strategy of every business that chooses to engage any level of internet marketing, and can bridge opportunities in marketing, public relations, and even market research. A static internet business presence is just advertising, and advertising alone is rarely interesting or relevant - but when paired with appropriate, conversational and informative content, its relevancy and effectiveness compound exponentially.