Can you Turn Your Website into a Business-Building "App?"

Every company has a website, right? It's almost as common as having a phone number these days. It's the Yellow Pages ad of the 21st century. However, most of these sites are just words and pictures on a page - a glorified brochure. While that may "check the box" of having a website, it probably doesn't come anywhere close to its full potential in terms of driving your business.

Perhaps it's time to think differently about your website to see what kind of utility it can provide a potential customer.

Here are two examples of websites that function more like apps - offering consumers great utility but also potentially building your revenue in the process.

  1. Executor.org. In this case, the website IS the business. The goal of the site is to be a resource for executors of estates as they navigate not only a will, but the entire executor process. It allows them to understand their roles and duties as executor, helps them get organized, and literally walks them through the executor process, on a step-by-step basis. Tools like an interactive executor checklist and integrated asset spreadsheets allow executors to get on track, stay on track, and complete their executor duties as efficiently as possible. In this case, the site is much more than words and pictures on the page. It's a dynamic tool that becomes an indispensable resource for an executor as he or she attempts to complete the assigned duties involved in the executor role.
  • Logikor.com. In this case, the firm goes well beyond a basic website to make bold statements to its potential customers - and learns how they can best provide value to that specific potential customer in the process. Let me explain. If your firm is attempting to market itself as offering best-in-class services - to communicate that you're a bit smarter, a bit more advanced, and more than a bit better than your competition - a highly interactive website with relevant schematics and infographics can immediately position you as different and better than your competition. Add in an interactive quiz for a potential client to share important details about their business so you can use those results to spotlight where you can add value, and you now have a site that's a functional tool (in a market where competitors have words and pictures on a page).
  • Every business is different, so these solutions may not be right for you. However, if you think strategically about your business, understand what your customers want, and think of the website as a "tool" - not a brochure - you'll soon be a step ahead of your competition. So dust off your old website and start thinking how converting it to a functional app can drive your business.