Just like anything else in this world, websites do need management. Website management means keeping the platform up-to-date, ensuring that it runs smoothly for the visitors and customers and that it enlarges gradually to keep up with the growing demands of the audience.
Most companies stay within their walls and get a person who deals with all these tasks. This is a website manager. The manager is responsible for anything that goes wrong and takes credit for any good news.
The tactic of keeping an in-house website manager is feasible only for large businesses who have lots of staff taking care of all management components. Such a scenario makes the manager the leader and the controller of all management processes but not the doer.
For medium and small businesses this management model works badly only because they do not have so many spare hands to follow every problem and fix every bug. For this reason, small- and middle-sized companies frequently adopt outsourcing website management as an alternative.
Website management can roughly be divided into three major components: technical, content, and marketing. Below you can take a glance at what they mean and why professional website management of these categories is so essential.
Website management: technology
Technological component of any website includes front- and back-end technology which builds the pages your visitors and customers see. Besides that, the technological component is also responsible for the security of a website as well as all the data it might be collecting from the visitors and customers (starting with what they click to the credit card numbers and CVS codes).
Website development experts ensure that a website has backups to guarantee that in case of any data breach or loss, everything can be restored to the initial version. They take care of the hosting, domain, and server issue to provide smooth running of a website across the globe and without any fail. But this is some kind of “behind the scenes” work that users can feel, yet not touch with their eyes.
The visible part of a website, meaning its design, lies also within the bag of responsibilities for the technology department. UX/UI designers investigate the market and develop an intuitive design to make every visitor on your website feel safe, comfortable, and satisfied and eventually turn into the customer.
All the above-mentioned elements of technological website management are usually run by different people. For instance, the server, hosting, and domain are taken care of by the website administrator. The development of technological advancements and improvements to the current functionalities lies within the working scope of backend developers. Web designers deal with UX/UI design and update it based on the latest trends.
The technological side of a website involves a number of experts and can rarely be handled by a single person, no matter how hard you may try. And for this reason, professional website management is the helping hand for businesses.
This person understands the basics of all technological process happening on a website. They follow the website’s performance and monitor the market to keep the pages updated and functional. An expert view on the website’s technology allows prioritizing urgent matters and keeps the platform to the highest standard by communicating with all tech departments responsible.
Website management: content
Content is the second biggest component of a website. Content is also the variable that should constantly be changed and updated on a website in order to keep the visitors and customers interested in what you are doing or selling.
Content for a website is not just a plain article, it also includes blog posts with photos and videos, it can mean a vlog as well. Content for an e-commerce website will be updating photos and descriptions of the products while a SaaS website will require case studies, project examples, and wisdom-sharing articles.
A professional content manager ensures that the content is properly organized (your visitors will find heels under the shoe section and not among the boots); then created (the search of the related information, an organization of this information, a search of the related images and videos, etc. Constant revises and updates lie also within the realm of a content expert.
Besides that, content development today also includes close cooperation with SEO and marketing departments since the content must be properly structured and created to cooperate with the search engines and improve the website’s ranking daily. The expert optimizes the HTML code of all published content (textual and visual) to guarantee the effectiveness of this realm.
Also, website content consists of the social media posts created for the website promotion as well as handling of the website content optimization for the mobile view.
A website manager coordinates the work of the content manager and the team, which includes graphic designers, content writers, copywriters, and researchers. This is the person responsible for querying the workflow of content development and release as well as managing any drawbacks that might be found on the way.
Without a single website manager, there are frequent miscommunications between the tech and content experts which lead to the faulty described content or inability to publish particular pieces of visual content, etc. Professional managers always keep track of the work of both departments and ensure that tech development supports the needs of the content creation.
Website management: marketing
Marketing is one of the essential elements of website management. Without marketing, the world would not learn about your company and so will not spend money buying your products or services. Today marketing involves a wide range of services:
Display advertising — the use of banner ads and other graphics;
SEM — search engine marketing: the use of search engines for setting up the connection between a customer and a product/service;
SEO — search engine optimization: the fastest way to appear among the first hits during the organic search in a search engine;
SMM — social media marketing: the use of social networks to connect with customers and advertise;
Email marketing — the main means of communication with customers;
Referral marketing — the use of internet channels to encourage consumers to promote your products or services via recommendations, and many other forms of online marketing.
Yes, there are specialists called online marketing experts who deal with all this advertising online. However, marketers need content to post on social media and emails to send to customers. They require technical assistance in terms of customer data analysis to improve and alter the existing campaign and adapt it to the changing demands of the market. Such close cooperation among the departments needs a knowledgeable manager who is aware of the process of all experts and can professionally manage all operations of the website.
To sum up
Website management is a process that consists of a very large number of subtasks and experts involved. Without professional coordination, these experts might not find the common language and hence the success of a website might sink into oblivion. With the assistance of a professional website manager, your website will be up-to-date and response to the latest market demands.