From Sales to HR: 16 Surprising Website Features That Will Transform Your Business

Leading Richmond Web Development Agency, Xponent21, Builds Valuable Custom Solutions for Businesses Across America

Websites are more than just digital storefronts or information hubs—they are powerful tools that can automate business processes, enhance customer service, and generate new revenue streams. A well-designed website can save time, improve efficiency, and even drive new opportunities for businesses in innovative ways. At Xponent21, a leading Richmond website design and development agency, we specialize in creating websites that do much more than look good—they work hard for your business.

Here’s a look at the many purposes a website can serve beyond marketing and how they can add real value to your business operations.

1. eCommerce Solutions: Automate Sales and Boost Community Engagement

E-commerce websites are not just for selling products—they can also drive community engagement and support broader business goals. For example, a Richmond-based pizza franchise partnered with Xponent21 to develop an eCommerce platform that extended its fundraising functionality, allowing customers to support local schools and nonprofits through pizza purchases. This not only boosted sales but also strengthened the brand’s community ties.

• Automated Order Processing: Streamline operations from inventory management to delivery notifications, saving time and reducing manual errors.
• Fundraising Integration: Offer special fundraising programs that drive sales and community support.
• Customer Insights: Track purchasing habits and customer preferences to better tailor marketing strategies.

Example: A Richmond fast food franchise uses a custom eCommerce platform to run school fundraising campaigns, selling more product, boosting brand loyalty, and enhancing its reputation as a community-focused business.

2. Membership Websites: Secure, Customized Portals for Employees, Partners, and Customers

Membership websites are invaluable for providing secure access to resources and information for customers, partners, and employees. Xponent21 developed a partner portal for Energy Products Distribution, filled with up-to-date product information, pricing sheets, marketing materials, videos, courses, news, and email alerts when new content is added. This portal customizes user access based on their level, extending access to products they can sell directly through an integrated online store.

• Custom Access Levels: Offer different levels of access depending on user roles, ensuring the right people see the right information.
• Automated Content Updates: Keep partners and employees up-to-date with automatic notifications when new resources are added.
• Enhanced Partner Engagement: Provide partners with the tools and information they need to effectively market and sell your products.

Example: Energy Products Distribution’s partner portal, developed by Xponent21, streamlines product and sales information delivery, ensuring partners have instant access to critical resources whenever they need them, including marketing materials, sales assets, videos, price sheets, and more.

3. Learning Management Systems: Create Courses for Training or Revenue

Learning Management Systems (LMS) are versatile tools that serve both internal training needs and external revenue opportunities. Whether it’s onboarding new employees, upskilling your team, or offering valuable courses to your audience, an LMS can be a game-changer for businesses.

• Employee Onboarding and Training: Simplify training processes with online courses, certifications, and resources available anytime.
• Customer Education: Use LMS to teach customers about your products, enhancing their user experience and loyalty.
• Revenue from Niche Courses: Develop unique courses that can be monetized, creating a new income stream.

Example: Well-Trained Mind Academy, a Greater Richmond virtual home school provider, built it’s entire business off of a live virtual learning mangement system. Xponent21 built the eCommerce solution that fuels course registrations for the company. Learning management systems can be built to support live or on-demand education.

4. Fundraising & Nonprofit Websites: Maximize Your Donations and Event Management

Nonprofits can save significantly by building custom fundraising websites that eliminate the high fees charged by third-party platforms. Xponent21 developed a fundraising site for Dancing with the Williamsburg Stars, which features peer-to-peer fundraising, ticket sales, and a seating chart system, enhancing the event experience for supporters of Big Brothers Big Sisters.

• Custom Donation Pages: Create engaging, branded pages that make donating easy and accessible.
• Event Management Tools: Simplify ticket sales, registration, and seating with custom event functionality.
• Donor Portals: Provide donors with access to their giving history, enhancing their engagement and loyalty.

Example: Dancing with the Williamsburg Stars uses a custom fundraising site by Xponent21 to manage donations, ticket sales, and event registration, maximizing funds raised for Big Brothers Big Sisters of Richmond.

5. News and Magazine Websites: Monetize Content Beyond Traditional Advertising

News and magazine websites are ideal for content monetization, offering diverse revenue streams like advertising, subscriptions, and sponsored content. These sites provide valuable information to their readers while driving income for the publishers.

• Subscription Models: Offer premium content behind paywalls, encouraging users to subscribe for exclusive access.
• Advertising Revenue: Seamlessly incorporate display ads, native ads, and affiliate links to monetize traffic.
• Sponsored Content: Collaborate with brands for sponsored articles that align with your readership.

Example: A local Richmond business news outlet boosted its revenue by adding and making adjustments to a subscription service for in-depth, exclusive articles, driving new membership and advertising income.

6. Business Directories: Connect Your Audience with Interactive Listings and Maps

Directories provide value by connecting users to businesses, services, and resources through searchable listings and interactive maps. Richmond Water’s website, developed by Xponent21, features a directory of local hydration stations, complete with an interactive map that helps users find sustainable water refill locations.

• Customizable Listings: Highlight local businesses, services, or locations in an easy-to-navigate format.
• Interactive Maps: Engage users with maps that display relevant information and help guide their decision-making.
• Search and Filter Functions: Allow users to quickly find the exact information they need, enhancing their experience.

Example: Richmond Water’s website offers an interactive directory of sustainable hydration stations across the city, promoting eco-friendly choices while helping residents stay hydrated. It also features a directory of retail partners who sell its bottle water product.

7. Real Estate Search Platforms: Advanced Property Listings and MLS Integration

Real estate websites go beyond standard listings by offering features like live MLS feeds, custom property pages, and integrated lead tracking. Xponent21 built Estate Realty RVA, a luxury real estate site that enhances property browsing with advanced search filters and unique listing designs.

• Custom MLS Integration: Show the latest listings with advanced search options tailored to user needs.
• Virtual Tours and Rich Media: Enhance property presentations with high-quality photos, videos, and virtual tours.
• Lead Management Tools: Capture and track potential buyers with integrated CRM functionality.

Example: Estate Realty Group’s custom real estate search website, built by Xponent21, captures leads and offers luxury home buyers a seamless, visually appealing search experience.

8. Microsites: Purpose-Driven Websites for Specific Goals

Microsites are highly focused websites created to achieve specific objectives, such as raising awareness, promoting a campaign, or showcasing a unique project. Xponent21 designed RansomwareClock.org for Fortress Security Risk Management to highlight the annual cost of cyber breaches in the U.S. and provide up-to-date threat information, positioning the company as a thought leader in cybersecurity.

• Focused Messaging: Communicate a single, clear message or goal without the distractions of a larger website.
• Targeted Audience Engagement: Design experiences tailored to specific audiences, driving higher engagement rates.
• Campaign or Event Promotion: Perfect for short-term campaigns, product launches, or events needing a dedicated space.

Example: RansomwareClock.org, built by Xponent21 for Fortress Security Risk Management, serves as a key resource for tracking cyber breach costs and threats, providing critical information to businesses and individuals.

9. Job Portals: Connecting Talent with Opportunities

Job portals can serve businesses by connecting them with qualified candidates, managing job listings, and even integrating with HR systems for seamless hiring processes. RichmondHires.com, developed by Xponent21, is an experimental job portal using WordPress multisite to extend its reach to 56 regions across the U.S., creating a unique and scalable job-matching platform.

• Multisite Functionality: Easily expand your reach by replicating job board functionality across different regions or industries.
• Integrated Application Management: Streamline the hiring process with automated job posting and applicant tracking.
• Custom User Experiences: Tailor the job search experience based on industry, location, or job type.

Example: RichmondHires.com offers a scalable, multisite job board solution that connects job seekers with employers across 56 regions, revolutionizing the way businesses find talent. The site was designed to enable local market leaders or franchisees to create a valuable hiring information website that competes in local search results.

Expanding Your Website’s Potential: More Unique Uses

Beyond the examples listed, there are countless ways websites can be leveraged to meet specific business needs and objectives. Here are some additional unique uses:

10. Appointment Booking Systems

Streamline scheduling for services like healthcare, salons, and consulting with automated booking, reminders, and payment processing.

11. Customer Feedback Portals

Gather valuable insights directly from customers through surveys, feedback forms, and review platforms.

12. Community Forums

Build engagement with customers, partners, or employees through interactive forums that foster communication and idea sharing.

13. Intranet and Internal Communication Hubs

Facilitate company-wide communication with an internal site that provides access to policies, news, and team updates.

14. Investor Relations Websites

Provide shareholders with up-to-date financial data, news releases, and corporate governance information.

15. Data Visualization Dashboards

Create interactive dashboards that display real-time data, enhancing decision-making and reporting for businesses.

16. Product Configurators

Allow customers to customize products directly on the site, from selecting features to visualizing the final product.

Ready to Transform Your Website? Trust our Richmond Website Design Team With Your Next Website Project

Your website has the potential to revolutionize your business operations for scale, efficiency, and improved sales. Our Richmond website design agency creates custom websites that add value by going beyond the basics—driving efficiency, enhancing customer experiences, and unlocking new revenue streams. Contact us today to schedule a discovery call and explore solutions for your next project.