I always talk about the three kinds of content that a website should have for it to be successful – information-based, task-based, and relationship-based. These of course are the keys to ROI through search engine optimization, customer engagement, and word-of-mouth.

There is, in fact, a fourth kind of web content that rarely gets talked about however because it isn’t sexy or creative. Organizations consistently misunderstand the greater implications of what they erroneously feel are just “bits of text that need to be there but don’t require much thought in writing”. Sadly, nothing could be further from the truth!

What I’m talking about is what I call “Functional Content”. The “Function” actually refers to both the on and offline implications of this kind of content.

1. Functional Content provides context to the functionality of a website. For example:

- “Click here to download a PDF”
- “Click here to access Search”
- “Click here to email our customer service department for a copy of our latest annual report.”

Functional content in this regard is about facilitating User Experience online. In many instances it is part in parcel of task-based content (encouraging your target audience to “do” something; to interact with your website), but in this case the task is more of a business-centered policy decision than a marketing one.

What happens after the Click Here?

Do you need more staff to respond to email requests? Where will electronic copies of requested documents reside and who is responsible for keeping these up to date? How will data be gathered and what privacy policy needs to be implemented to secure this data?

That’s a lot to think about from an organizational perspective when it comes to two small words!

2. Functional Content communicates information pertaining to the over-arching organizational policies of the company.

- “Privacy Policy”
- “Terms of Use”
- “Proactive Disclosure”

In this case, Functional Content is both a business decision and a legal one. As a web content writer, I have been asked on several occasions to write the content for these documents, however I always refer clients to their own legal department or lawyer. Web copywriters or content writers can help position your message and communicate in plain language, but they are not qualified to draft legal documents. Functional content in this case should always be left to the professionals whose words hold weight in a court of law.

The importance of Functional Content really can’t go unnoticed if a company wants to ensure both the functionality and credibility of their website. While it may seem like just a small sentence here or there or a tertiary document linked from the footer of a page, its business implications are far greater than any of the marketing language you’ve invested in. In essence, Functional Content can not only make or break your website — but potentially your business too!