Many small businesses want a “basic” website. That’s fine, but what does “basic” mean? You may be surprised how much definitions of basic websites vary.
Some people would include what I call “Pro sites” (which include a blog or news section), or even e-commerce websites. True, those aren’t as complex as bespoke web applications or community sites, but they aren’t that basic, either – just popular. They tend to do a lot better in search engines, too, so if that’s what you need, just click one of the links above.
Strictly though, true basic websites (aka “static” sites) have a fixed number of pages and aren’t easily editable. Those used to be the norm, and still have their uses (outlined below), but only in limited circumstances. Otherwise, the most “basic” website that can really benefit a small business is an editable, expandable “brochure” site.
True Basic Websites – Static Sites
Non-editable, or “static” websites struggle to compete in search engines, but can still work for some industries. These truly basic websites can be useful when:
- You just need a simple site to list on offline advertising, like print and broadcast media or vehicles
- You’re too busy to edit your own site, or just not keen to do so
Offline advertising, directory links and paid ads on the search engines can make up for poor search engine positioning. Static sites can then act as effective contact points, presenting a professional image and vital information to your potential customers.
Being simpler than editable sites, static sites are less prone to hacking and so require less maintenance. I build static websites on my Basic Hosting Plus package.
Editable Brochure Websites
Brochure sites are simple websites consisting of several pages of information — like a company brochure — and a contact form to gather leads and feedback. Some manage with just three pages — the home page, contact page and an “about us” page. However, most add extra pages for each main product or service offered, and often a gallery or testimonials page, too. So, most brochure websites have at least five pages — and often ten or more.
In fact, the more content you have, the better. Why?
Well, successful websites are built for their target audience. They must be easy to find, easy to navigate, and contain the information your audience is looking for — or at least enough to persuade them to contact you. The more effort you put into delivering value to your target audience, the more they’ll feel appreciated. That builds trust — and trust drives sales.
So, whilst static sites can work as brochure websites, being able to add more pages easily as your business grows can be a big help. Also, visitors generally want up-to-date information. So, search engines promote regularly-updated sites. Being able to do those updates yourself offers another big advantage.
It’s worth noting that this is also why what I call “Pro sites” make it easier to compete. Having a blog or news page makes it easier to add engaging, relevant content regularly, without cluttering up your main site menu.
Still, editable websites need more maintenance to stay secure, so I build these on my Pro Hosting Plus package.
Special Cases: One-Page Sites & Landing Pages
One-Page Sites have a navigation menu that scrolls down to display screens of content instead of loading new pages. They present a limited amount of information, typically ending with a simple contact form. Single-page websites are really just small brochure sites presented in a novel way.
Landing Pages are highly-focused one-page sites with no navigation menu. They present a specific offer with a single, clear “Call To Action”. Most offer freebies as “lead magnets”, in return for newsletter sign-ups.