Yep, one of the reasons I'm asking this is because I've realised the model for both trailer and website that is used by most films is pretty much useless for on

Yep, one of the reasons I'm asking this is because I've realised the model for both trailer and website that is used by most films is pretty much useless for online distribution. Different incentives, different pain or worry points, and as you say, dramatically different end action. So I'm going right back to basics and designing everything as I would for an online product: headlines, pain points, CTA, the works. Hence researching pain points for THIS market rather than a theatrical release.