According to a Hubspot poll, one of the top eight marketing challenges that marketers face is “managing your website.” Coming in at #3, managing a website was especially noted as a challenge for small companies and nonprofits. When it came to nonprofits only, managing the website was actually the #1 concern – more than ROI and budget issues.
We touched on this topic previously on the blog in "Use Content Analytics to Reach Your Audience." In order to balance quality content with staff and budget issues, it’s best to target your approach. Hubspot smartly suggested outsourcing, but what if that’s not in the budget either? Throughout the fall event season, we’ve met web editors and content contributors who all echo the same struggle: “I just don’t have enough (time/money/resources).” There’s a lot to be done, but what if your big website dreams aren’t in the company cards?
At Siteimprove, our tools allow teams of multiple sizes (or of just one) to manage their website efficiently.
Whether you’re a centralized or decentralized team, our tools help at all levels. So if you’re struggling with website management, take a deep breath and repeat after us:
1. Your website is your reputation
Many nonprofits depend on donor contributions and fundraising events in order to continue their work. Their public credibility is vital to achieving their mission – and credibility begins at your website. Even if your website is in need of a redesign or a little love, it’s still likely to be the first place people turn to learn more about your organization. A website is the online arm of your reputation, and should foster the same sense of trust as if you were speaking to a visitor face-to-face. Would you be embarrassed to send an email with multiple typos? Upset to meet someone and call them by the wrong name? A website with poor content, broken links on the homepage, or that is inaccessible to users with disabilities immediately loses credibility. Even if the task seems daunting, website management cannot fall to the wayside. Ignore at your own peril.
2. Efficiency is key
Still, regardless of whether your web team is composed of 30 content contributors or a single web editor, no one wants to spend resources manually tracking down website errors or spend hours searching for every instance of a changed phone number (yup, just reading that already triggered flashbacks). Content may be king, but efficiency is key.
One of the most efficient ways to manage your website is having access to the complete picture. With a tool like Siteimprove Reports, you can immediately see the current status of your website and decide how to distribute resources. If there’s a broken link on the homepage, you’ll see it before your customers ever have a chance to. And when your content contributor spills their coffee on their keyboard and “public” turns to “pubic,” you definitely want to be the first to know.
3. One is the most powerful number
When budget or funding is tight, it can be difficult to spread resources. In smaller companies and organizations, the web team may be a single individual. Repeat the “efficiency is key” mantra and instead of investing in multiple tools that all perform different functions (and then having to spend further time to track within each tool), look for a comprehensive solution. If you’re a one-web-editor show balancing several roles, you want to have as much information at your fingertips as possible. Look for individual workflows or programs that offer a suite of tools, not just a single service. If it is all up to you online, you’re likely running social media as well. Find ways to bring multiple accounts under one umbrella – Hubspot and Hootsuite are both good places to start.
As a small business or nonprofit organization, website management doesn’t have to be your greatest challenge – it can be your greatest success. Whether you’re a nonprofit organization or a team of one looking for support, you can ensure quality and credibility by keeping your content up to date, providing reliable links and information, and offering a seamless user experience to all visitors. Find out how in our free web guide, "True Cost of Website Broken Links and Misspellings."