The 3 Essential Elements of Peak Performing Websites
Many business owners simply do not realise that there's 3 elements, that when blended together, either spell boom or doom online. For example, there is a common misunderstanding that "Web Design" and "Web Development" are the same thing. They are very different things entirely, yet both vital to the success of peak performing websites.
This article will quickly give you what you need to know before engaging a web expert to implement your site.
The 3 Essential Elements
#1. Web Design
Web Design is about building and growing your business identity online. It's about taking your unique image, logos, colours and brand and translating them into something that engages your customers, communicates your message and importantly, calls them to action online.
#2. Web Marketing
Web Marketing is about attracting, converting and sustaining customers using online tools and techniques. It’s about promoting your message in a measurable, targeted and cost-effective way.
#3. Web Functionality (a.k.a. Web Development)
Gone are the days of having a simple “business card” website. Your customers expect you to make their lives easier. Web Functionality are online software tools that allow your customers to interact with your business. Be it an online shop, a contact form, a poll, blog, survey or e-newsletter – your customers want to have a conversation with you. Embrace it!
Why are they "Essential"
This is simple really. Here's a few scenarios to illustrate the idea:
- Scenario #1: Great "Design" and great "Marketing" but poor "Functionality"
- Scenario #2: Great "Marketing" and great "Functionality" but poor "Design"
- Scenario #3: Great "Design" and great "Functionality" but poor "Marketing"
In Scenario #1, great "Design" and "Marketing" means that your website will be found and that your visitors will be impressed when they get there. But without "Functionality," how are they to engage with you? How will you capture their contact details? How will you sell them a product? "Functionality" is the critical element that enables your visitors to interact with you via your website. It's important to give your customers every opportunity for them to start a conversation.
In Scenario #2, great "Marketing" and great "Functionality" means that your website will not only be found but will be able to support interaction with your visitors and capture their details. However, without a good "Design," your site looks unprofessional, cluttered and does not convey you message. In this scenario, the prospect finds your site and you have the "Functionality" to engage them, but it's either too hard for them to work it, or, they'd rather talk to someone more professional.
In Scenario #3, great "Design" and "Functionality" means that your website looks great, is structured logically, clearly conveys your message and is calling your visitors to action. You have in place "Functionality" for your visitors to engage and interact with you and may have even streamlined part of your business online, e.g. order form or shop. But does any of this matter if you have no visitors? Without "Marketing" people simply cannot find you and all the great things you have to offer.
