Brochure websites have just one focus - self-promotion. They take a buyer through page after page that speaks about what you do, but it fails to help the buyer solve for the reason they actually came. They are searching because they have a challenge or a need - they want someone who proves that they understand.
The Promise: Make your business look good online with better graphics and presentation
The Delivery: Buyers have to sort through pages of information and then compare it against your competition so they can figure out how it solves their problem. They really can't tell the difference.
For a fee you can rent access to someone else's audience. The ads interrupt whatever the individual was actually doing (connecting with friends, reading an article, or watching a video), so you can tell them about yourself.
The Promise: Great visibility and lots of new customers.
The Delivery: New customers trickle in (low conversion rates) and you get an ever-increasing advertising bill you can never stop paying.
The usual offering consists of a fresh website, along with lots of mediocre online content and regular social posting. If all you want to do is be like everyone else, that might be great. But it won't take you to sustained growth or market leadership.
The Promise: Check the boxes of standard online activity.
The Delivery: You become another brand that sails into the sea of sameness, without anchoring your story in the hearts of your audience or increasing the speed-to-close or quality of your leads.