As much as the revival of analog is here to stay (hello vinyl records and 35mm film!!) – there is a reason why digital experiences and marketing are a big priority of most businesses. It works. It’s accessible, and it’s relevant. Let’s go over the DNA of a functional website, and why you’re gonna want to make sure yours is working hard for you.

The most valuable completely digital asset a business has is its website. We know first-hand that it’s possible to build a successful business without a fully built-out website. (Thanks Instagram!) In fact, many businesses are able to get by without a website or choose to rely purely on social media for their lead collection and online client communications – but it is not a good long-term solution.

Social Media Just Doesn’t Cut It

Social media is unpredictable, and worst of all – it’s not owned by you. This means you are at risk to wake up one morning to a locked or hacked account. One small mistake (made by you or the Instagram team) or a forgotten password could put your business in a position where you are no longer able to make contact with your current and future clients. Social media feeds are also run by algorithms that constantly change, meaning you will be having to find new ways to get your content in front of people who have already “signed up” to see your stuff. Not cool!

Another thing to consider is the positive impact that a website can have on your web presence. Imagine going viral without having a functional website. You potentially have hundreds of thousands (or millions!) of people exploring your brand and its online offerings, with no way to make the relationship “permanent” and (this part is really important!) accessible to you. With a website of your own, you can strategically direct all those eyes to an email list sign-up, contact forms, or ways to make a purchase immediately.

Link-In-Bio Woes

Oh, and all those people who use Linktree or similar “link-in-bio” service? They are handing over highly valuable SEO-building clicks to a third-party site when they could be directing them to their own site. A truly functional website will include an unlinked page that gives you the ability to create your own branded links page. Pop that URL in your social media bio and you’re good to go!

Creating a Functional Website

We know that social media is a short-term solution to a business asset that has unlimited potential and value. It’s good, but not great. Let’s go over what you want to ensure your website has to maximize its functionality for you. There are several key features that can make a website functional and effective for years to come, without much day-to-day upkeep.

A clear and easy-to-use navigation menu: There’s no sense in having a beautiful website that is hard to use. Intuitive menu design allows users to find the information they are looking for quickly and easily.

Responsive design: A website that is designed to be responsive, meaning it adjusts its layout and appearance to look good on any device, is essential in today’s mobile-first world. Nearly 60% of website traffic today comes from folks exploring the interwebs on their smartphones.

Contact information: It’s important to include your business’s contact information, such as your phone number and email address, so that potential customers can easily get in touch with you. Only include the information you’re comfortable with, and the ways of reaching out you frequently check.

A clear and compelling value proposition: Your website should clearly communicate what your business does, why you do it, and who you do it for. Allow people to “see themselves out” to encourage high-quality leads – it’s okay to teach your audience who you enjoy working with and what you look for in your clients.

A professional and cohesive design: This starts with a visual identity that has been created to connect with your ideal audience, and stand out using your unique value and business personality. It’s really hard to create a professional-looking website without a proper brand because you or your designer will have to make decisions regarding colours, fonts, and aesthetic without strategic guidance. A website that is well-designed can help build trust and credibility with potential clients, and contributes to your brand’s complete digital ecosystem.

Product or service information: If you sell products or services, it’s important to include detailed information about what you offer, including pricing, images if applicable, and descriptions. Support client agency, and allow folks to come to you ready to make their purchase!

Customer reviews or testimonials: Including positive reviews or testimonials from past clients can help visitors to your site feel like they are in the right place. We live in an age where purchases are driven by positive and negative reviews – and it’s important to share yours to help establish credibility.

A blog or news section: A regularly updated blog or news section can help to keep your website fresh and engaging, and can also help with search engine optimization (SEO). Getting to the front page of Google is a long-game but with dedication to keeping your site updated with relevant and interesting information, you are well on your way!

A newsletter sign-up form: A newsletter sign-up form will help you to capture the email addresses of potential customers and keep them informed about your business and any special offers or promotions you may have. For some, a weekly or monthly newsletter is much more enjoyable to create than frequent Instagram posts – and it’s an option that offers a direct line to your audience!

Social media integration: Integrate your website with your social media accounts to help to drive traffic to your website and increase engagement with your audience. Just make sure you are extra protective of your social media passwords and have all the information ready to easily navigate two-factor authentication.

On Your Way to A Functional Website Experience

If your website checks all these boxes, you are well-positioned with a functional website that works as hard as you do. A website that can collect newsletter signups and leads while you sleep is an invaluable resource as a small-to-medium sized business owner. Even better, is owning a website that is pleasure for your clients to explore, use, and refer to as they navigate your customer journey.

Think you need some help with your website? Fill out a project application, and let’s talk about how we can get you into a beautiful AND functional website that is a joy to use.