The Four Categories of Website Functionality
At MTS we categorize all the functions a website can perform for your business into four functional categories:
- Monetization ($)
- User Experience (UX) (Welcome)
- Eta => return on investment/efficiency
- Assurance – a broad category encompassing security, risk mitigation, data preservation (backup, recovery), website operational quality, reliability and availability metrics, terms and conditions of use, guaranty/warranty functions, liability, disclaimers, and waivers., etc. In short, your website should be a valuable business asset for the entire organization, if used strategically, for example, as one element of risk mitigation. Policies, procedures, legal forms can be made available on the website for public and/or private review, announcements can be made, press releases posted, archives stored, etc. This can be a valuable way to re-iterate significant corporate policies and positions, in support of compliance efforts, and legal requirements. Your corporate website can also act as a data repository if need be and can be exceptionally secure if it is properly setup and operated. Throughout our website, Assurance functions are identified with the certificate image.
We identify at least 30 functions your website should be performing on an ongoing basis and categorize each of them. This is helpful tool both to assess if your website is doing everything it can for your business and to assist in prioritizing web development activities.
Functions by category
- Patent, Trademark, Copyright
- Confidentiality and Security support functions
- Mobile Devices
- Marketing/promotion of site in traditional media
- Content Support Technologies
- Site Optimization
- Your Domain
- Remote admin and monitoring
- Link technology Management
- Routine Site Administration – broken links, missing pages, near misses, etc.
- How well does your site:
- recruit and retain customers/clients?
- Respond to duress – , deliver
- ROI through efficient operation,
- incorporate new technologies and keep from becoming obsolete? Html5, responsive design
- Serve as a tool to minimize your liability?
- Generate direct revenue? online payments, ad revenues, eCommerce
- Generate leads?
- Inform the general public about your organization and/or answer FAQs? (butler functions)
- Repurpose your valuable content?
- Butler functions – FAQs, directions, numbers, how-to’s, hours of operation, mailing address, contact us – email, topical stuff
- Discourage theft
- Encourage data security and privacy
- Assist with marketing – prospect list, google ad words, social media, website
- Value of your own domain/site:
- REPUTATION – if you are not combating the aggregators then your message is not getting out, what about the inconvenience to potential customers/clients, where are the aggregators getting their information
- When you don’t show up on the search engine with your own site, it opens the doors to your competition
You are at the mercy of aggregators and other like sites and search engines
Example: Results Canada Consulting ltd – google returns WCC website – a direct competitor and Results CC doesn’t show up AT ALL