Brand Consultant | Brand Strategist | Creator of Vibe, Tribe, & Why®
This was originally published on my digital-focused brand’s website, shepx.
When creating a website, one vital question is often not asked:
Are we making a transactional or an informational website?
The answer to this changes the entire process.
A transactional website is what we see with e-commerce. Here, everything happens on the site, from curiosity to conversion.
The brand uses marketing to bring people to the page. The whole experience and the transaction should be completed before the visitor leaves.
On the other hand, an informational website is different. Its goal is to share a message over time.
Think of it like a relay race where the website carries the brand’s message baton for part of the journey. It doesn’t handle transactions or conversions but focuses on good messaging.
The big difference between these two types is how you measure success. You can’t use the same performance metrics for both.
This is why it’s crucial to ask this question at the start. Mixing methods for these websites can lead to disastrous outcomes.
So, let’s begin by asking the right questions for your website today.
want to apply this insight to your brand?
