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.
Monitoring external factors
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.
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:
Videos and product showcases
Whitepapers, guides, and eBooks
Case studies and testimonials
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.