{"id":11721,"date":"2020-04-02T08:30:00","date_gmt":"2020-04-02T12:30:00","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=11721"},"modified":"2025-04-10T10:05:46","modified_gmt":"2025-04-10T14:05:46","slug":"5-website-formats","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/5-website-formats\/","title":{"rendered":"5 Website Formats Proven to Get Results"},"content":{"rendered":"<p>Creating a high-performance website doesn\u2019t happen by chance.<\/p>\n<p>We often fall short of real success. Not because we\u2019re written bad <a href=\"https:\/\/www.crazyegg.com\/blog\/copywriting\/\" target=\"_blank\" rel=\"noopener\">copy<\/a> or made the wrong offer, but because we use the wrong website format.<\/p>\n<p>How do you know the best structure to use?<\/p>\n<p>According to Brian Massey, Conversion Scientist and author of <i><a href=\"https:\/\/www.amazon.com\/Your-Customer-Creation-Equation-Unexpected\/dp\/0983330735\" target=\"_blank\" rel=\"noopener noreferrer\">Your Customer Creation Equation<\/a><\/i>, there are five basic formulas for websites.<\/p>\n<p>Just pick the one that fits your business model, and you\u2019ll remove all the guesswork about how to structure your website. As a bonus, you\u2019ll probably sell more too.<\/p>\n<p>You&#8217;ll get better results with less work.<\/p>\n<h2>5 Website Formats to Get Better Results in 2018<\/h2>\n<h3>The brochure site<\/h3>\n<p>Many brick-and-mortar businesses create this type of website because they don\u2019t actually want to sell online. They only want to help people find their store.<\/p>\n<p>Dallas\u2019 <a href=\"https:\/\/www.luresalondallas.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lure Salon<\/a> is a good example.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/Lure-Salon.png\"><img decoding=\"async\" class=\" wp-image-11722 aligncenter\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/Lure-Salon.png\" alt=\"Lure Salon is a brochure site\" width=\"570\" height=\"487\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/Lure-Salon.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/Lure-Salon-300x256.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p>The brochure site is often a kickback to the early internet. It stems from the mindset that simply having an online footprint is enough\u2014so it provides basic information such as benefits and features, store location, and a map to help you find them quickly.<\/p>\n<p>According to Massey, this is a safe bet if you only want a basic online presence.<\/p>\n<p><b>What this website needs:<\/b><\/p>\n<ul>\n<li>A professional design that builds brand recognition<\/li>\n<li>Well-defined value proposition<\/li>\n<li>Easy-to-find contact information<\/li>\n<\/ul>\n<h3>The publication site<\/h3>\n<p>The Crazy Egg blog fits into this category. As does \u00a0Mashable, CNN, The Onion, and, most likely, your personal blog.<\/p>\n<p>A newsletter site, such as MaryEllen Tribby\u2019s <a href=\"https:\/\/www.workingmomsonly.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">WorkingMomsOnly<\/a>, is a classic publication site.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/working-moms-only.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11723\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/working-moms-only.png\" alt=\"example of publication site\" width=\"570\" height=\"550\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/working-moms-only.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/working-moms-only-300x289.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p>This type of site functions much like a traditional media company, providing original or curated content and generating income through subscriptions, ads, sponsors, or even donations.<\/p>\n<p><b>What this website needs:<\/b><\/p>\n<ul>\n<li>Good navigation and search functionality that makes it easy to find content<\/li>\n<li>Email and social media for promoting content<\/li>\n<li>Opt-in for email and\/or subscription<\/li>\n<\/ul>\n<h3>The online store<\/h3>\n<p>Think Amazon, and you\u2019re there. But Amazon isn\u2019t the only online store out there. They come in all sizes and can be structured in a variety of ways.<\/p>\n<p>For example, look at this one from <a href=\"https:\/\/www.39dollarglasses.com\/online-eyeglasses.html\" target=\"_blank\" rel=\"noopener noreferrer\">39dollarGlasses<\/a>:<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/39dollarglasses.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11724\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/39dollarglasses.png\" alt=\"example of online store site\" width=\"570\" height=\"343\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/39dollarglasses.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/39dollarglasses-300x180.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p>An online store may exist purely to sell products, offering hundreds or even thousands of items\u2014or it may have just one product for sale.<\/p>\n<p>So it could equally apply to Amazon and Ebay or a one-page micro-site selling a <a href=\"https:\/\/www.notanglebrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">better hairbrush<\/a>.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/detangler-hairbrush.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11725\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/detangler-hairbrush.png\" alt=\"site that sells just one product\" width=\"570\" height=\"417\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/detangler-hairbrush.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/detangler-hairbrush-300x219.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p><b>What this site needs:<\/b><\/p>\n<ul>\n<li>Focus on solving your customers\u2019 pain, not selling your products<\/li>\n<li>Persuasive landing pages optimized for selling and search<\/li>\n<li>Easy-to-use shopping cart<\/li>\n<li>Social proof that builds trust<\/li>\n<\/ul>\n<h3>The consultative site<\/h3>\n<p>The consultative site is typical of businesses (particularly B2B) with long sales cycles.<\/p>\n<p>This one, by <a href=\"https:\/\/www.guidestone.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">GuideStone Financial Services<\/a>, is a good example:<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/guidestone.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11726\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/guidestone.png\" alt=\"example of consultative site\" width=\"570\" height=\"315\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/guidestone.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/guidestone-300x165.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p>Research has shown that <a href=\"https:\/\/www.executiveboard.com\/exbd-resources\/content\/digital-evolution\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">approximately 60%<\/a> of the B2B sales process is completed before the buyer ever talks to a salesperson. These days, people rely on your website for information and support to help them decide <i>if <\/i>they want to talk to you.<\/p>\n<p>With this in mind, consultative sites often provide presentations, white papers, case studies, and other sales collateral that attract and nurture prospects. They also include trust-building elements, such as a blog and social sharing buttons.<\/p>\n<p><b>What this site needs:<\/b><\/p>\n<ul>\n<li>Content that helps people understand their problem and your solution<\/li>\n<li>Useful long-form content available for opt-in<\/li>\n<li>Email to nurture relationship and build trust<\/li>\n<\/ul>\n<h3>The online service<\/h3>\n<p>An online service may be your accounting software, cloud storage, or email service. It could even be a dating service.<\/p>\n<p>As it turns out, <a href=\"https:\/\/www.crazyegg.com\/?utm_campaign=blog-mentions&amp;utm_source=blogpost&amp;utm_medium=blog&amp;utm_content=example-of-service-website\" target=\"_blank\" rel=\"noopener noreferrer\">Crazy Egg\u2019s main website<\/a> is the perfect example of this type of website:<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/crazy-egg.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11727\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/crazy-egg.png\" alt=\"example of online service site\" width=\"570\" height=\"472\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/crazy-egg.png 570w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/07\/crazy-egg-300x248.png 300w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p>For many online service websites, the home page is formatted as a landing page. This makes it easy to answer all questions and build people\u2019s confidence to try your service.<\/p>\n<p>One way to do that is with the \u201cfreemium\u201d offer, with paid upgrade that gives you more (and better) features.<\/p>\n<p>Crazy Egg, for instance, allows a free trial period that upgrades to paid service at the end of the trial. MailChimp offers a basic email service for free. To access more advanced features, such as autoresponder emails, you need to upgrade to paid service.<\/p>\n<p><b>What this site needs:<\/b><\/p>\n<ul>\n<li>Well-written sales copy that persuades people to try your product<\/li>\n<li>Effective email follow-up to turn triers into users<\/li>\n<li>Support to help people get the most from your product\u2014so they\u2019ll buy it and recommend it.<\/li>\n<\/ul>\n<h2>How to pick the website format that\u2019s right for you<\/h2>\n<p>Ultimately, you want to pick the formula that helps your website convert. It\u2019s easy if your business clearly fits one of the formulas. If not, you may need to do some strategic planning to determine which one fits your business model or <a href=\"https:\/\/www.crazyegg.com\/blog\/conversion-funnel-explored\/\">sales funnel<\/a> best.<\/p>\n<p>Start by identifying which formula (or blend of formulas) you currently use.<\/p>\n<p>Then determine whether it\u2019s the right one for your business model. Does it help you achieve your business goals? Does it attract qualified prospects? Does it convert well?<\/p>\n<p>Brian lists three reasons you might need to try a different formula:<\/p>\n<ol>\n<li>You might be using the wrong formula for the type of business you run.<\/li>\n<li>The formula you\u2019re using isn\u2019t resonating with your customers\u2014they want your site to use a different formula.<\/li>\n<li>Your business model or marketing plan allows for different models\u2014for instance, an online store that differentiates itself by following an online service model. In this case, you could use the online store or the online service formula.<\/li>\n<\/ol>\n<h2>Still not sure which formula to use?<\/h2>\n<p>You may need a blend of formulas.<\/p>\n<p>Let\u2019s say that you sell software to enterprise organizations, but your big selling point is that you offer a done-for-you service\u2026<\/p>\n<p>You provide a worry-free solution, taking care of installation, training, and reporting. Customers are assigned an account manager who works closely with them to make the product work\u2026<\/p>\n<p>But because your selling cycle is long (it\u2019s an expensive solution), you publish a lot of white papers and case studies on your website, and you manage a well-regarded industry blog to build trust\u2026<\/p>\n<p>Then, to add another income stream, you also publish how-to books that help smaller businesses apply your methods to their own website.<\/p>\n<p>Are you an online store? Yes.<\/p>\n<p>Are you an online service? Yes.<\/p>\n<p>Are you a publisher? Yes.<\/p>\n<p>Which formula should you use? Perhaps all three. You could have:<\/p>\n<ul>\n<li>Web pages that talk about the problems your prospects are experiencing and clearly explain your solutions.<\/li>\n<li>Clear navigation and a search bar that help newcomers find your content and\/or products.<\/li>\n<li>Landing pages describing your products\u2014both the enterprise done-for-you software and the how-to books.<\/li>\n<li>Shopping cart for people to purchase their books.<\/li>\n<li>Opt-in forms collecting people\u2019s information when they download reports or purchase books.<\/li>\n<li>Strong social media presence that brings visitors to your site to read your content, and establishes you as a thought leader in your space.<\/li>\n<li>Effective email marketing program that keeps your brand top of mind before the purchase and supports customers afterwards.<\/li>\n<\/ul>\n<p>The idea is to blend the strategies of each formula to create a powerful conversion equation that\u2019s customized to <i>your<\/i> business.<\/p>\n<p>Which formula is right for your business? Share your thoughts in the comments below.<\/p>\n<p>Oh, and don\u2019t forget to read Brian\u2019s book. You\u2019ll get strategic guidance to selecting the formula that\u2019s right for you, and some other useful insights as well.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creating a high-performance website doesn\u2019t happen by chance. We often fall short of real success. Not because we\u2019re written bad copy or made the wrong&#8230;<\/p>\n","protected":false},"author":44,"featured_media":11728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-11721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Website Formats Proven to Get Results, Fast and Easily<\/title>\n<meta name=\"description\" content=\"Your website formats can make a big difference in the conversion rate of your business site. Here are 5 formulas to help you get better results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/5-website-formats\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Website Formats Proven to Get Results, Fast and Easily\" \/>\n<meta property=\"og:description\" content=\"Your website formats can make a big difference in the conversion rate of your business site. 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