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7 Must-Have Website Functions and Features

By Higher Information Group on May 25, 2019 | Marketing Solutions

Website usability is a critical tool in gaining conversions and increasing revenue. Without it, a business will struggle or have to work harder to attract customers. But, if you have ever embarked on building a business website or a complete website redesign, you know the task can be daunting and overwhelming! Don’t fret! Start with these seven features and functions every website should include:

Looking to update or enhance your website functionality? Take a look at these 7 must-have website features.

Content Management System

A content management system (CMS) is a web application designed to make it easy to manage a website – especially for non-technical users. A content management system helps internal users add, edit, and manage a website – often doing the heavy-lifting by providing an intuitive interface, permission-based editing options, previewing edits before publishing, and more. Having a content management system for your website helps with content editing and publishing while helping you engage with your website visitors in a deeper way.

Content Creation

A content management system won’t be any good if new, relevant content isn’t being developed! Whether in-house or contracted out, fresh content that is optimized for search engines is key to attracting customers. Conveying expertise and thought leadership in your field of work will develop trust with current customers while attracting new customers to your site. Once the content is created and published – ideally once a week or more as your business has the capacity – it can be shared to social media accounts, other industry-relevant websites, and more.  

Mobile-Friendliness and Responsiveness

This is essential and could very well be the difference between a thriving business and a struggling one. Today more than ever, people rely on their mobile devices to access the web and complete research. This means that you have to make sure your website will display nicely and seamlessly on smaller screens. Making this a priority shows you value your customers and website visitors. It can also give you an advantage in search rankings!

Calls to Action

So, you’re developing and publishing content on a regular basis and have made it easy for visitors to navigate your site from a mobile device. But, what actions do you want them to complete on the site? Schedule a call, download a resource, or purchase a product? Getting those visitors to convert to customers requires clear action steps. That’s where call-to-actions come in: carefully crafted messaging, often in the form of a button, that makes next-step actions clear for the visitor.

Learning Management System

Depending on your business, a learning management system (LMS) may be a key component for your new site. These systems help you design specific metrics for lessons, courses, people, and groups and track performance levels. A learning management system is ideal for educational institutions but could also be valuable for large companies that have multi-step onboarding and employee training processes.  

Database Solutions

While database solutions aren’t exactly easy to qualify, as there are multiple options and varieties, HIG can provide your company with tailored features that can be infused into your website. If your company relies on donations, we can create specific fields to store and track key information for auditing and reports. Have an upcoming event and want to track who attended and who didn’t? Does your office equipment that needs to be signed out? The possibilities are endless and can be customized to fit what you need to help you expand your company.

Clear Navigation

Finally – navigation. All of the content, calls to action, and learning systems will be useless if there isn’t a legend for the visitor. Make sure your website has a clear navigation setup with easy-to-understand names. Whether it’s a first-time visitor or a long-time customer, you want them to know exactly where they can find information without being confused by clever or “catchy” names and/or titles.

Additionally, once you know which pages are bringing the most traffic (thanks to your content management system), they should be reflected on your navigation page – don’t hide the popular pages!  

Bonus: something to avoid! There’s one website feature that should definitely not be included in your site: Flash. Having Flash features, or music playing will slow down the site and won’t add to the visitor experiences. Consider it a feature of the past.

By incorporating these seven website features (and avoiding the bonus!), you’ll be well on your way to having a website that attracts visitors and grows your business.

Ready to start your website design and development? Let Higher Information Group help you create a beautiful website today.

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