A beautiful but dysfunctional website drives prospects away – if they find your site at all. 

Here are 4 things your website needs more than beauty.

Search engine ranking/visibility

Search engine ranking is how search engines decide where content appears in search results. Search visibility is how prominently content is displayed in search results. Highly visible, high-ranking content will allow prospects to find you.

Good content

If your content isn’t original, helpful, and shareable, you're losing customers. Be provocative, but not confrontational. Be amusing, but not condescending. Be proud, but don’t brag. Mostly, be memorable so others say, “You need to visit this site."

An adequate marketing platform

Your platform must publish content, build and test landing pages, nurture leads, optimize conversion rates, use workflows, automate marketing tasks, and create social media campaigns. (And more!)

Lead generation

Your site must drive awareness, filter for fit, and deliver sales qualified leads. To do this, follow the buyer's journey, offer valuable content that targets your buyer personas, and craft action-driven CTAs.

Customers don’t buy from websites because they look good – they buy from websites because they’re easy to use.

For more about beautiful vs. functional websites, read our partner HubSpot's blog.