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7
What Function Does My Website Serve?
It’s not uncommon to hear that the reason a company built a website is “to have a
website.” While we all love a little bit of circular logic before breakfast, if you’re going
to put a lot of time and money into promoting your website, it’s important to have a
good idea of what it’s doing for you.
Most websites are built out of a combination of basic building blocks. Whether
your site is a web-based store seeking online sales; a personal blog seeking community
connections; a political or religious outlet seeking to persuade, uplift, or inspire; a cor-
porate “brochure” displaying branding identity and company information; or just
about any other type of website you can imagine, it will likely include some or all of
the following features or elements:
Fun, games, or entertainment
Executive biographies
A strong brand identityt
Product and service information Art or craft portfolio
Online purchasing/donation
Educational materials
Information specifically for geographi-
cally local visitors
News and current events
Software or documents available for
download
Articles, white papers
Media (pictures, audio, video) avail-
able for viewing/downloading
Site map
Archived content
Login for restricted information
Site search function
Live help/live contact function
Ways for members of the community
to connect with each other on the site
(forums, bulletin boards, etc.)
Links to other resources
Now, spend some time clicking around your website. You should be able to tell
which of the features in the preceding list are included. How well is each component
doing its job? For now, think in terms of presentation and functionality. (Is your prod-
uct information up-to-date? Is your online store full of technical glitches? Are your
Directions, hours of operation,
etc. for brick-and-mortar location
Instructions for making contact
offline or via e-mail
Online request for information
(RFI) forms
Religious, philosophical, or
political content
Support for existing customers/
clients/students
Corporate history, news, and
press releases
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