There are traditionally two ways to manage your digital presence: with a centralized approach or a decentralized approach. A centralized team tends to consists of one or two core web managers who oversee all website updates and content, while a decentralized team consists of different divisions, departments, or teams that manage certain sections of the website. Like most things, there are pros and cons to each.
Choosing the Decentralized Route
Many organizations choose to operate with a decentralized web team because it empowers team members to take responsibility for a certain area of a website. Today, a website is often someone’s first interaction with an organization, which means every team member is given the opportunity to take part in an important facet of the organization and feel successful.
What’s more is when there are more team members to manage different sections of a website, there is less of a burden on just one or two people. With clearly defined responsibilities, decisions are made swiftly and effectively, as a decentralized approach makes it much easier for team members to make decisions and implement changes right away.
How to Manage Your Decentralized Web Team
While a decentralized approach brings many advantages, it’s important to look out for common downfalls. The biggest thing to be aware of is that a large team managing so many different parts of the website can often lead to a lack of authority and clear direction.
Make sure each team member is doing their part to make your website successful. To ensure this, tell each team member to treat their sections as a website in itself. Rather than simply assigning an area to a member of your team and giving them the thumbs up, take the time to make sure they keep these things in mind:
· What's most important about the specific area of the website
· Who the stakeholders are
· What the expectations and goals are
As long as your team is in alignment with your overall digital strategy, your website should operate like a well-oiled machine.
Choosing the Centralized Route
Organizations often choose to have a centralized team because it drives consistency as well as consolidation. When just one or two people run the website, it’s easier to know who takes care of what and it’s less likely that things fall through the cracks. Because there are far fewer people involved, there is more clarity on decisions and how they align with overall organizational strategy and priorities.
Additionally, brand consistency is easier to maintain as a team of fewer content creators can fine-tune the voice and tone more easily.
How to Manage Your Centralized Web Team
Just like a decentralized approach, there are many pros to going with a smaller team. However, websites can be vast and difficult to maintain with just one or two people managing them daily. A smaller team will have a surface level knowledge, rather than be experts on a specific section or part. This can make it easier to get lost in the trenches of your site, as it's difficult to continually produce new content while also keeping tabs on web analytics.
With just one or two team members dedicating all of their time to the site, it's important to not get bogged down in the trenches. To operate a centralized team smoothly, focus on optimizing your content while retaining a bird's eye view of the website as a whole.
No matter which approach you choose, the key is to define your digital goals and effectively communicate them to your team. With a strategic roadmap and clear goals, you’ll find it much easier to create and manage a strong and consistent digital presence.