How to Identify the Functionality Needs of Your Company’s Website

Author: Tom Cottrill | Date Posted: Sep 4, 2020

If this year has taught us anything it’s the importance of being flexible to change. People are using websites to buy groceries, order dinner, and even schedule doctor’s appointments. A mediocre site isn’t good enough anymore. Your site must function in a way that is not only pleasing to the eye but also in a way that allows customers to move efficiently from click to conversion.

Did you know that 94% of first impressions relate back to your web design? One of the hardest things to do as a business owner is to be critical of your own website. While logically you know that the site exists for the benefit of your customers, it will always feel like your baby.

In order to really look at the functionality of your site with a critical eye, you must first set aside your ego and your pride. Stay focused on your goals throughout the entire process.

In general, functionality can be broken down into two main questions:

  1. What do your customers need?
  2. What does your internal team need to deliver what the customers want?

What Do Your Customers Need?

When it comes to tackling the functionality on any website, there are essentially only three main goals. If you stay attentive to these goals, you will avoid getting overwhelmed by all of the complexities of your site that can be distracting from what is truly important. In other words, keep your eye on the prize.

Determining the functionality of your website can be broken down into these three objectives:

  1. Determine what your customer wants
  2. Figure out how best to use your website to serve these customers
  3. Simplify functionality by removing anything that doesn’t serve this purpose

Sounds simple enough, right?

According to, 75% of your website’s credibility comes from its design. The design of your site is hugely impacted by its overall functionality. And to get a firm understanding of what your customers hope to accomplish from visiting your website is key to improving your credibility and customer retention. Once you understand what it is they want, you can then figure out how best to serve them.

When it comes to identifying what your customers want from your website, you can’t just guess. You have to ask them!

  1. Poll them.
  2. Interview them by making relevant questions part of the intake process.
  3. Perform user testing via a third-party program. (we recommend:
  4. Talk to customer service about the questions they get asked most frequently in regards to the website.

Once you have gathered this information you can use it to create key personas who typically visit and convert on your website. These are the individuals you want to keep in mind when evaluating your site’s functionality and working to make improvements. Just to reiterate, your website is for your customer, and so it’s your job to truly craft the best possible experience for them.

What Does Your Internal Team Need?

While designing for the end-user is always the primary goal, you can’t lose sight of what your internal team needs. Creating complex functionality that caters to the customer is only going to work if your internal team can manage it.

  • What is the level of their tech-savviness?
  • Do they fully understand HTML and CSS?
  • Do you have a way to manage forms?
  • Do you need to implement a CRM?

Or, does your internal team need functionality solutions that require less involvement? If your team doesn’t have the time, resources or know-how to manage the functionality you won’t be able to maintain a consistent experience for every user on your site.

If you take the time to definitively identify the work that needs to be done on your site, you can always find outside sources to help you accomplish it. Don’t let your internal team stop you from creating a website that gives your customers the best possible experience. Partner with the right people who will support your goals.

Why is All of This Important?

Outside of the fact that your site is a direct representation of your brand, having a site with improved functionality will help you grow your business. A well-executed design can improve customer retention rates, boost conversions, and help to grow your brand’s overall reputation within your industry.

2020 is the year of change. Don’t let your business fall behind. Take the time to sit down and identify functionality improvements you can make on your site to propel your business forward and to avoid the common pitfalls businesses are facing right now.

About Ignitro Studios

Since 2013, Ignitro Studios has been working to blend marketing and technology in support of agencies and other marketers. By understanding both sides of web development, we have a unique perspective and advantage within the industry. We provide design, development, project management, QA, and strategy, driving the bus so our clients don’t have to. We will work with our clients to get results while also empowering them to do their job better. Learn more about Ignitro Studios.

Space Talk


4450 Belden Village St NW suite 808

Canton, OH 44718

Facebook Twitter Linkeding


© Ignitro 2024  | Privacy Policy | Blog