Web pages are a static affair. They resemble Word documents but then on the web, displayed in your browser. You don't expect your Word document to have snowflakes falling across it nor would you open Microsoft Word to start playing a game. A document is a document is a document.
That, in short, is what a web page is: static text on a page.
With it you can make animations, games, cool effects, tools… You can turn a web page into a functional calculator or a game.
What does that mean?
Well, it could mean that the nice dropdown menu when clicked on … does nothing. Nothing at all.
It could mean that the contact form on your business site cannot be filled out.
It could mean that all kinds of crazy effects and functions your web designer has relied on to get your marketing message across and your product sold … are never seen by a whole bunch of people.
Fortunately, these days that is a false dilemma.
IT'S COMMON SENSE DESIGN LOGIC
If you've ever have wanted to use a vending machine that accepter dollar coins but only had 4 quarters you know how unnecessary and illogic some design choices are.
Why make an obstructive, profit-reducing choice? Make the machine so that it accepts a dollar in dollar coins, quarters, cents, dimes, bills — whatever.
Same goes for web pages: why make a page which forces an obstructive, profit-reducing choice upon its visitors when — just as simply — you can have it all?
This is an example of a normal static clickable link on a web page:
The part you and I would see on the web page is:
Now the link has been turned from static to dynamic. The dynamic (" do something") part is that it would open the link in a new browser window:
DOES IT MATTER?
On an indirect level, potentially ticking people off and have them talk about a negative, limited experience they had on your site is not something we like to see. Like Google, we don't believe that any publicity is good publicity.
WHO DO I ASK ABOUT THIS?
When looking at an existing site you can ask the person responsible for your site (your webmaster or web design company) or test for yourself (see below)
Good web developers/designers will know what this means. If they don't seem to be sure or you're not sure you're getting your message across you can send them a link to Operation Cleanout in process or have them read this article.
Then visit and browse through your web site, taking notes of what works and doesn't work. Try executing common tasks: if yours is a shopping site, try the buying process; if you invite prospects to contact you, try submitting your contact form.