Regular small business website(copy of business card) a site that is useless!
Showcase site is a misleading expression A shop window is an element that you can't touch and too many companies see their website in the same way: an internet version of their brochure.
Let's go back to the origin of this expression: the shop window of a store must make you want to enter the store, to take action. The merchants have understood this well, see for yourself.
A showcase site is the same thing. Its purpose is to make it happen. Whether you are a small local company or pro web e-merchants, it doesn't matter. The act will be different: a request for contact, reservation, purchase, and subscription to a newsletter… it's up to you to choose.
Forget the definition of a classic showcase site
Your site is not a presentation site for your company. Your goal is not to inform. The information you put on your site is used to make your visitor act, nothing more.
The next time we talk to you about showcase sites don't think about the window and the mannequins behind it, think about the door that you have to get the customer through!
Does your site lead to action?
