If you’re looking to learn about the functions of a good website, then you’ll certainly want to read on!
The top functions of a good website aren’t to be confused with the ‘top features of a good website’ – because without usability, speed, site construction, proper data, accurate contact information, and good overall design – the functions described below won’t have a chance! Read some of our other blogs regarding building a technically great website, and then – look at the 5 functions below for your next project!
Here are the top five functions of a good website (in no particular order!)
Brand Exposure, and reinforcement
Customers are exposed to brands in many ways. Traditional marketing through print, billboard, newspaper, magazine and radio for example – expose customers in a number of ways, all difficult to map to resulting revenue. Online exposure, through pay-per-click or display advertising for example, allow you to select how broad, or narrow your exposure can be.
Systems like the Facebook’s Ad platform, or Google Adwords provide the potential for very focused brand targeting, down to a postal code, or a customer demographic.
Your website then has the opportunity to reinforce your brand – by providing relevant, useful, and memorable content. This provides a memory touch-point for later engagement to purchase goods or services, and the potential for referrals by the viewer. Consider this function your ‘do good’ opportunity.
Ever wondered why you’re offered samples at Costco, or Safeway? Because by engaging you, and offering something tangible for you to experience, they sell MORE of said ‘thing’. If you’re an electrician – give tips on planning new projects; a piano teacher could create a video of a ‘starter lesson’; Brewers could provide a ‘tour’ of the brewery. By creating something of interest to those who find you – you’ll make more of them ‘yours’.
Customer or Client Engagement
By creating user touch-points – access to phone numbers, emails, or social channels – you’re also providing a means for your customers / potential customers to engage with you. To ask questions, and to qualify potential leads or acquisitions.
What better way to educate your customers about your product or service? Content on your site can be tuned to possible searches, and provide clear information that supports their choice for your product or service.
Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics) Take the opportunity to answer those questions, educate, and inform. Customers will remember you!
Remember: The average Google first page result contains 1,890 words. (Backlinko, 2016 Source: https://www.hubspot.com/marketing-statistics)
Reputation Management was an ‘offline’ excercise in times past. In 2017, reputation management must be consistent, and planned. Consider reviewing the KissMetrics Guide to understand and create your plan.
72% of consumers who did a local search visited a store within five miles. (WordStream, 2016 Source: https://www.hubspot.com/marketing-statistics)
By providing all of the details that will support a purchase decision, and providing an easy means of completing a transaction – you can capture a piece of those purchase decisions. Better than a 5 mile drive, you can – with a little effort – capture those sales yourself!