Interactive features should compliment your business goals.
Interactive websites take all shapes and forms. It can be as simple as offering a search feature or as complex as Google Maps. What is right for your business depends on your goals.
Ideally, businesses would like prospects to spend a sufficient amount of time on its website. If the business goal is to be a resource, then providing accurate and pertinent content is key, as long as the content can be easily found. If the business goal is to create B2B or B2C connections, then utilizing interactive filters, surveys, and maps will increase page time and matches.
– Rita Foss, Co-founder and CEO