[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Introduction” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
When you\u2019re onboarding new SMB clients, one of the biggest hurdles is to find ways to help your latest additions understand everything that goes into creating a dynamic website. Getting website functionality right is a big part of helping your clients win more customers<\/a> online.<\/p>\n In this guide to website functionality, we\u2019ll cover the basics of UX, plus insight into what types of functionalities are important and how you can interview clients to get to the heart of their most vital needs and goals.<\/p>\n [et_pb_section global_module=\"113210 \"][\/et_pb_section]<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”What is website functionality?” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n How a website functions affects every user\u2019s experience. But website functionality goes beyond whether someone likes your site or not. It also influences whether consumers can make a purchase, find crucial information, or indulge in some much-needed entertainment.<\/p>\n In short, website functionality encompasses all the features, buttons, forms, and other design elements that help visitors complete their desired task.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Why is website functionality important?” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n User-friendly website design \u2014 or the lack thereof \u2014 can easily make or break a business.<\/p>\n Imagine these scenarios:<\/p>\n Each of those scenarios highlights how poor site functionality can negatively impact a brand by undermining credibility, preventing sales, and thwarting opportunities to build brand awareness.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Types of website functionality to consider” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n One of the best ways to understand the power of optimal website functionality is to take a closer look at the types of features and functions essential to stellar UX.<\/p>\n Consumers should be able to navigate websites without requiring a road map \u2014 although a site map can come in handy.<\/p>\n A poll of online shoppers found that the top reason people ditch their digital carts is because the checkout process is simply too long and involved (Digital Resource<\/a>).<\/p>\n E-commerce companies must be meticulous about offering a seamless shopping experience that includes easily spotted Add to Cart and Buy Now buttons as well as a bug- and lag-free checkout process.<\/p>\n Help people get where they\u2019re going with a front-and-center search bar and filters that help consumers further refine their hunt for the perfect pants or a specific size wrench.<\/p>\n Few things are more frustrating than a content gate that won\u2019t disappear from the screen or a form that\u2019s fully filled out yet refuses to submit. It pays to gather information about customers, but only if the tools used to mine that data don\u2019t add friction to the user\u2019s experience.<\/p>\n More than half of consumers turn to social media to discover new brands (Sprout Social<\/a>). Including social media links or widgets on websites takes the legwork out of sharing blogs, videos, and webpages, resulting in free advertising with a side of consumer endorsement.<\/p>\n One of the biggest website design tips<\/a> of the modern age is to ensure sites are optimized for the nearly 5 billion people accessing the internet via mobile devices (Statista<\/a>). Designing for people who\u2019ve swapped laptop access for browsing via smartphone or tablet leaves no doubt that a brand\u2019s messaging (and inventory, images, and so on) can be viewed and enjoyed consistently.<\/p>\n Data breaches and network attacks can slow down websites, lead to major drops in traffic, and damage a company\u2019s reputation<\/a>. Include SSL certificates, web app firewalls, security scanners, and regular updates as part of your functionality plan to protect privacy and secure assets.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Questions to ask clients when determining their website needs and goals” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Website functionality isn\u2019t a one-size-fits-all concept. Different clients may have different asks or needs based on their industry or business plans \u2014 and the complexity only grows once you start considering outsourcing web design and development<\/a>.<\/p>\n To help dial in your strategy, no matter how you\u2019re selling or even reselling design services, develop a questionnaire that finds answers to the following queries.<\/p>\n Some elements of web functionality are universal, but others can be fine-tuned depending on the target demographic. Use market research or client-provided data to inform the planning process.<\/p>\n Does the client want help with SEO? To increase conversions? A boost in overall brand awareness? Understanding where the client is now and where they want to go helps inform the big picture.<\/p>\n Use existing feedback and known challenges to design a site that automatically offers increased functionality. For instance, a company with analytics showing a bounce rate of 78 percent probably needs help improving navigation and engagement to keep consumers on site.<\/p>\nWhat is website functionality?<\/h2>\n
Why is website functionality important?<\/h2>\n
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Types of website functionality to consider<\/h2>\n
1. Navigation and user experience<\/h3>\n
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2. E-commerce and shopping cart features<\/h3>\n
3. Search functionality and filters<\/h3>\n
4. Forms and lead capture<\/h3>\n
5. Social media integration<\/h3>\n
6. Mobile responsiveness<\/h3>\n
7. Security and privacy features<\/h3>\n
Questions to ask clients when determining their website needs and goals<\/h2>\n
1. What are their target audience and customer personas?<\/h3>\n
2. What are their short-term and long-term goals?<\/h3>\n
3. What are their pain points and challenges?<\/h3>\n
4. What’s their budget for updating your website, and expectations for return on investment?<\/h3>\n