Types of websites

A website is a collection of websites linked by thematically and on one server. Each of these pages contains some elements: text, graphics, and sometimes also advanced functions like order forms or database search panel.

Behind almost every website there is a special set of HTML codes that allow browsers to format and display text and image links within the site.

Basic technical characteristics of traditional websites:

• the average length of the session is 10-15 minutes
• the minimum screen size is 800x600
• the maximum screen size is unlimited
• browser errors are rare
• markup language is XML, HTML

Websites are websites that perform many useful functions, are divided by categories according to their functionality and content posted on them. An important aspect divided into these categories is the viewpoint of the sender and the recipient. All functions of websites allow you to build, develop and maintain correct relationships with the user, and the functionality of the website affects the correct transmission of information on the Internet.

The website supports the company's presence on the market. It is possible that a potential client living around the corner as well as at the other end of the world can look at it. It creates the opportunity to advertise products and services and brands without having to physically contact the customer.

There are three key components of an effective website. These are: content, community and commerce

The most important of these elements is undoubtedly the content, and in particular the content of the site. If the site is equipped with good graphics, but its content is of little value, maybe the consumer will look at it once, but certainly will not come back. In turn, pages rich in useful content will always be popular, regardless of the graphics.

The website is used for virtual mapping of the existing company. The content of the website is an important and useful collection of information for clients in the form of offers, documents, catalogs, photos. The website is also a record of information on the enterprise network server in electronic form. Access to the content of the website is facilitated by such virtual tools as the contact form, specific files of documents to be downloaded, links to databases, e-mail address to contact, other links of websites. It should be noted that the content of the website is also posted photos, graphic design, animations on the site, sound, posted video, search engine, banner ads, menus, contact forms. All content has a decisive impact on the functionality and usability of the site. The content is selected according to the selected needs of users.

The evolution of the website

The year 1994 is the time when the Internet expansion and the evolution of web sites started. Since then, having a website by enterprises meant prestige and innovation, but also that the company is serious about the future of the company and wants to gain an advantage over the competition on the market. Having a website has become a source of pride. Websites have become dynamic, useful and above all functional. Internet networks have started to form around such sites, it is worth noting that the strategy of quality and specialization began to have a greater significance. Since the evolution of the quality of the website is characterized by clarity, transparency and concreteness in the published content, began to pay attention to and take care of the technical and visual details of the sites (K. Król 2015, p. 55) Modern websites under the influence of changes over the years have focused both static and dynamic features. The value of a website that is up-to-date, interactive, has contact and mailing forms, multimedia and is connected to social networks has increased.

The essence of the website

The essence of the website is to draw the attention of the user so that the user encodes the site and is willing to visit it again.

Elements characteristic for the website:

• context, i.e. layout and design of the website
• content, i.e. text, graphics, sound used on the website
• community, or the possibility of communication on the website
• individualization, i.e. the ability to customize the website to the user's needs
• communication, or communication between the website and the user
• connections, i.e. attached redirects to other websites
• trade, i.e. the ability to conduct commercial activities on the website

Role, functions, goals of the website

When creating a website, one should be guided by the strategic goals of the company. The basic activity is to define the main goals and functions of the website, it allows to characterize the degree of participation and involvement in the virtual world. The functions of the website focus on the needs of both the company and the clientele, have common features of each company and affect the construction of each site.

The basic functions of the website are:

• Customer Service
• product service
• creation of the community of all virtual clients

The basic marketing objectives of the website are:

• product advertising
• product distribution
• reducing the costs of communication with the clientele and the market
• customer service
• creation of a positive image

The basic strategic goals of the website are:

• company presentation
• online sales
• Market research
• product development

Basic categories of websites

In spite of the great diversity of existing websites, you can systematize them systematically.

We therefore distinguish six basic categories of websites:

1. Online stores

These types of websites allow consumers to choose a particular item from an electronic catalog and purchase it directly. On-line stores offer customers a wide variety of products ranging from computer programs through books, compact discs, air tickets to cars. The order of a given product is usually associated with the completion and subsequent sending of a specific form on-line. Sometimes free telephone numbers are also used for this purpose.

1. Sites that demonstrate the presence of a company on the Internet

It is currently the most popular form of using the Internet by companies. Thanks to these types of websites, both current and potential clients have the opportunity to get to know the company and get acquainted with its offer. They are often sent to such sites via URLs placed in press or television advertisements in which there is no time or place for a detailed presentation of the offer of companies. Formerly, they were divided into three groups

• Single ad pages

They are single pages devoid of any hyperlinks

• Image sites

Their most important element are photos, or drawings.

• Information sites

There are sites that provide detailed information about the company and its offer. The division described above, however, seems to be rather artificial.

1. Sites that offer access to information

Within these types of websites, three categories can be distinguished:

• Paid

Access to certain information and reports requires payment by the consumer. This model is used very often by electronic versions of newspapers and magazines.

• Sponsored

In order to protect consumers from having to pay for access to certain information, some companies sell advertisers space on their websites.

1. Searchable databases

These websites allow companies to pay their information in a database that is available to consumers free of charge.

1. Shopping centers

They consist of a group of stores offering various goods and services. These stores pay for "renting" space in this type of virtual shopping center.

1. Sites that motivate you to visit

They offer potential customers something attractive enough to encourage them to visit a given Web site, where there is a specific commercial offer that is the real target of impact.

1. Search engines

They are one of the most popular websites. They allow you to search for other sites containing specific information. Access to them is usually free, because they are based on the sale of space on their websites to advertisers.

Classification due to the marketing value of websites

In the initial phase of the Internet development, 6 types of websites were distinguished due to their marketing value:

1. Business cards - the simplest form of existence on the Internet. The website contains contact details of the company, several photos and modest information about the company.
2. Folders - these are multimedia presentations of the company. However, they did not cause positive marketing effects. An annoyed user would most often leave bored with a long wait to upload content.
3. Services - constitute an extensive knowledge base about the company. They contain substantively prepared and specifically specified materials about the company, product offer and operating profile.
4. Vortale - precise and providing very extensive information, but only from one field. It was the most common form of websites on the Internet, gathering communities of people interested in a given topic.
5. Portals are "gateways" to large Internet resources. They contain segregated and grouped information, which makes it easier to reach the topic that interests us.
6. Other: online stores, industry hubs, intranets - these are specific tools for promotion and information retrieval. Online stores are available to all users. With their help you can buy the goods you are interested in. However, hubs and intranets are available for a selected group of users. In the hubs it is possible to invite more people, while Intranet is a closed network available only to employees of an enterprise, where there are procedures, information about clients, etc.

Currently, there are no business cards and folders on the Internet. Access to technology has made it possible at home to use simple programs to create websites with a greater and more effective presentation of content, not limited to one page or very complex multimedia presentations.

Types of websites — recommended articles

Types of promotion — Outdoor advertising — Marketing innovation — Business model canvas — Promotion mix — Canvassing — Sales kit — Customer service office — Hybrid business

References

• Roth, S. P., Tuch, A. N., Mekler, E. D., Bargas-Avila, J. A., & Opwis, K. (2013). Location matters, especially for non-salient features-An eye-tracking study on the effects of web object placement on different types of websites. International journal of human-computer studies, 71(3), 228-235.
• Vaughan, L., Gao, Y., & Kipp, M. (2006). Why are hyperlinks to business Websites created? A content analysis. Scientometrics, 67(2), 291-300.
• McMahon, D., Seaman, S., & Buckingham, J. (2011). Nonprofit adoption of websites and website types. Journal of Marketing Development and Competitiveness, 5(6), 43-50.