A quick diagnostic to find out whether your website is doing one job or three. Most businesses only use one-third of their website's potential.
How It Works
Your website can create value in three ways. Each one reduces a different cost or creates a different revenue stream. When all three are active, the return on your website investment compounds.
For each function, check the diagnostic items that are true, select a status, and note what's missing. At the end, you'll see which functions are active and what it would take to activate the rest.
The Three Functions
1. Marketing Tool
The website contributes to converting prospects into customers. It works alongside creative, messaging, media, and strategy as part of a conversion process.
The question: Does this website help us sell? If yes, how — and can we measure it?
2. Operational Resource
The website is a reference library for customers, prospects, and staff. Every item hosted on the website is one fewer email sent, one fewer phone call answered.
The question: Does this website save us time? If yes, where — and can we quantify the saving?
3. Customer Support
The website reduces the cost of serving existing customers. A simple FAQ page can deflect hundreds of support enquiries per year.
The question: Does this website help our customers help themselves? If yes, how — and what support volume does it deflect?
If the answer to two of the three questions is "no" or "I don't know," your website is underperforming — not because of design or technology, but because of missing function.
At the end, you'll receive a personalised summary you can email to yourself and share with your team.