Website functionality is essentially what your website can do and how it works. When your website is first built it should be done so using the latest advances in programming to ensure that the code is up to date and secure. Over time you may find that your website becomes outdated and that you are falling behind in terms of what your website can offer to your visitors. It is always a good idea to keep an eye on your competitors’ sites and see what they are offering.
If your website does start to become a bit stale then it is likely that you site will start to drop down the search engine rankings and it can be hard to recover from this.
You need to ensure that you are constantly adding fresh, relevant content to the site. You should also be adding new functionality to give your visitors the best experience. This may be creating a mobile app for your site, adding in new features such as finance calculators or improving the way customers view your products such as adding videos or view in room options. If you have a web marketing company that you work with, ask them about what sort of advances have been made since your site was built that may work well on your site.