A business website can serve multiple purposes and perform a number of internal and external functions to increase the success of your business. Internal functions refer to the actions that users take when they are already on the website, while external functions serve to bring customers to the website, i.e. H. they refer to how the website appears on other portals, e.g. B. search engines, appears.
Internal Business Functions
Internal business functions relate to how your company website presents information to users and leads them to convert, i. H. at the moment when a user becomes a (potential) customer by ordering something or contacting the company. This is achieved through the use of web design tools such as content layouts, call-to-action elements, landing pages, and many others. A quality website ensures that a potential customer can easily find what he or she is looking for and then be guided to a purchase or an order.
Another important function is to create a pleasant overall user experience. A user is more likely to want to become a customer if they like the website in general. This is also linked to the fact that a wealth of interesting product-related information gives customers a lot more confidence in what they do – they feel like they are making a well-informed choice in purchasing your product, which in turn increases the likelihood that they will they really want to buy it.
External Business Functions
A website's external business functions relate to how potential customers are made aware of the website before they have had a chance to see what it contains. This is a particularly important task because if a customer does not enter the website, he/she cannot use it to make a purchase or engage in any other type of interaction. Websites achieve this goal by optimizing their content to be visible to search engines and ensuring that everything the user sees is relevant, attention-grabbing and encourages them to visit the site.
There are many additional ways to ensure that your business website attracts the interest of potential customers, most of which are linked to the amount of additional information that will appear in search engines - maps with your address, illustrations from the website, a list of Website sub-sections, etc. The more plentiful this information is, the more trustworthy the company appears; This is achieved by carefully manipulating the site's content so that search engines deem it worthy of such a detailed description.