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Webinar: How to make your website your most effective marketing asset

Rob White

Rob White

Nov 3, 2020

website management

Join us for the second webinar in our series. This time, Sacha and I explore what it takes to manage your website once you've got it up and running.

A lot of people understand that websites don't just work. It's not like you flip a switch and watch the returns roll in. But what a lot of people don't realise is that there is no magic bullet. Successful websites require constant attention and improvement on both a technical and creative level.

Whether you're looking to convert new customers, increase organic search visibility, boost your brand — whatever your KPIs, we'll share the technical and creative tasks that you need to do to deliver value through your website.

  • Website auditing
  • Technical SEO 
  • Monitoring external factors
  • Content creation
  • Inbound marketing
  • …and more!

Senior Account Strategist, Sacha Gautier will be joined by Head of Content, Robert White to help you strategise and build a case for effective website management and content marketing.

Sign up to our webinar today and discover how your website can be your most  effective marketing asset

Why is it important to keep websites updated?

Websites aren't "set and forget" assets. Managed correctly, they're dynamic marketing tools that consistently deliver value.

Keeping your website updated also helps by:

  • Delivering a high-quality customer experience
  • Staying compliant with the latest SEO best practice
  • Remaining a relevant and valuable hub for marketing activity

Website Management: Technical

Whether you use HubSpot or some other CMS, the foundations of your website are updating all the time. Features are added or improved, security vulnerabilities are addressed — changes happen and if you don't keep up, your website could suffer.

If you're interested in growing organic search, technical SEO is a key factor. Think beyond keywords. Links, metadata, site structure and speed all play a role in your rankings. And that's not even to mention Google algorithm updates.

Naturally, it starts with a website audit, but you also need:

  • A strategy for technical maintenance
  • A list of priorities that suit your needs
  • A way to stay up to date with external changes
  • A means of measuring the impact of technical improvement

The responsibility for these tasks should fall into the remit of developers and SEOs. But all too often we see marketers having to figure it out. 

Website Management: Creative

We believe that your website has the potential to be the most valuable marketing asset you own and the only one you'll ever need. The reason for this? Inbound marketing.

Inbound marketing serves as the strategic backbone for creative output. And your website needs to be able to help feed these efforts and act as a host of all other elements of marketing activity.

When it comes to Inbound, creative takes many forms:

  • Unique webpages
  • Videos and product showcases
  • Whitepapers, guides, and eBooks
  • Case studies and testimonials
  • Blog content

Adding these assets consistently and strategically will improve the performance of your website, regardless of the KPIs you've set. The trick is figuring out how to pull it off.

It's a full-time job keeping your website successful

If you want more than a nice looking website. If you want to deliver a return on investment and give your customers real value, you need effective website management. 

And we're here to help, with honest candour and stories from the coalface. Sign up today and join the conversation on December 3rd.

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