My website is my brochure. This is bad news for me. Why? Because as a content marketing writer, I know better.
 
I know better than to use a website like a brochure. A website is not a brochure--and not just because one is made of electrons and binary code, and the other is made of dead trees and ink.
 
Brochures still have their place--but not online, wearing a bad website disguise. These days, my site's disguise isn't fooling anyone. Here's what gives it away:
 
1. It's been static (unchanged in almost two years).
These days, no one is interested in stale info, and search engines wouldn't touch that stuff with a ten-foot pole. And even though I rely primarily on referrals to find new clients, this could be (and probably already has been) a missed pportunity. 
 
2. It's written linearly.
It "starts" on the home page, with information on the deeper pages assuming my visitors start learning about my offerings on the home page. But visitors to a site may arrive, via an online search, on any page.
 
3. It's a one-way communication.
It broadcasts information rather than inviting conversation. This old-school style of marketing doesn't allow for interaction or engagement with the people in my market.
 
So, how does your site compare to a brochure?
 
A website--used appropriately--lets a company interact with its customers and prospects in ways a brochure can't. It can be found by the online browser who knows she's going to need, for example, a writer in the coming months. It provides opportunities to engage that person so she's still thinking about me when it's time to engage a writer to help with her content creation. 
 
As a working mom, I just haven't found the time to apply my dated knowledge of HTML to updating my Wordpress site. I can change the content, but can't figure out how to upload new samples, archive my newsletters or use it to take advantage of social media.
 
So my next step is to try Facebook. Some people think that's crazy for promoting my B2B services company, but I'm going to give it a go.
 
Others think it will work. The cool thing about online marketing is it's relatively inexpensive to try, and if you fail, you can take what you learn to another platform-or another tactic.
 
Stay tuned and I'll let you know what happens!