Innovation is a wonderful thing, often inspired by the most random conversations or situations. The concept of Uber, the fastest growing personal transportation company on the planet, was originally created at an afterparty of an awards show where somebody said: "wouldn't it be cool if you could order a limousine on your phone".
The result is many company websites end up being the same templated layout consisting of your core pages (Home, About, Services, Contact), plus a blog, and few landing pages for conversion. There is nothing wrong with this concept, it serves a purpose to create an informational website that your prospect may visit to receive basic information about your company, and hopefully open a dialog with you about your products and services.
An informational website is fairly static, needs to be updated manually, and offers only one-way communication between your company and your visitors. Interactive websites offer the ability for the visitor to influence their user experience.
We encounter interactive websites every day. Facebook is without question the worlds largest social media platform, but very few people ever call it a website. Think about it, Facebook was bound by the same laws of the internet as your company website, but Mark Zuckerberg and his team rewrote those laws to create an interactive website where users can create an account, upload content, and interact with other users. Other examples of interactive websites include Wikipedia where users define topics and can edit or rewrite history. Reddit is a platform that allows threads of conversation on any topic created by any visitor. Visit any major car manufacturer's website and you create your dream car from your home computer or mobile phone, and in some cases order it to be delivered to your door.
The biggest advantage of an interactive website is that it keeps the visitor engaged and coming back for more.
"What do Facebook and your refrigerator have in common? You check them both every 10 minutes when you're bored."
Forms and live chat/chatbots add some interactivity to your website because they give your visitor the opportunity to open 2-way communication channels with you and your company. Other ideas for adding more interactivity to your website could include:
- Checklists, where you list important steps or activities and your visitors check them off as they complete them.
- Calculators to allow users to change the values and display different results like our sales funnel calculator.
- Create a community message board where your customers and prospects can interact with each other.
- Allow your customers to order your products and services directly online and customize them to their needs.
- Accept log ideas and entries from your visitors
- Host a webinar
These are a few suggestions on ways you can increase the interactivity of your informational website. At the end of the day, the next time you are in a meeting or social environment, and someone says "wouldn't it be cool if...." Pay attention, because that could be the idea that inspires the next Uber or Facebook. If you want your company website to stand out from the crowd of informational and digital brochures, add interactivity to your site and give your visitors a reason to keep coming back.