everyone has a website today. At the very least it is a corporate calling card, or an online brochure.
But visit many smaller organisation’s websites and you may find the site has never been updated, or if it has, then those updates might have been a series of ad hoc additions. Later pages don’t link back to previous ones, and that list of “forthcoming events” is so old most of us have forgotten them.
It needn’t be like this. With technology moving ahead, it is now possible for even smaller companies to have a website that is much more dynamic, being regularly updated and interacting with visitors.
The umbrella term for the software that can achieve these things is Content Management System. There are a number of proprietary software packages which may prove a sensible place to start. And while going the CMS route may involve some investment at the outset, the whole point is that your website can become a much more effective marketing tool as a result.
A CMS system can do lots of things, so here’s a summary of some of the most important ones.
First, the website becomes easier to update, and for the site owner to control that process. No longer is it some magic of web consultants – they give you the key to adding material to your site. For a larger organisation, there is the facility to frequently add items to a site, with a gatekeeper maintaining access restrictions and quality control.
As a result, your site can become more news-oriented – how many sites have you visited where the latest news was posted a year ago? And the search engines love sites which are updated regularly.
Keeping up with customers is proven to increase loyalty. A CMS system will usually be able to take care of sending and adminstering your e-newsletters. You may wish to start interacting with visitors, inviting them to comment or take part in forum discussions – again, CMS software can handle this. It should provide you with much better information on who is visiting your site, too.
In addition, sites with CMS can make it easier to sell items online, linking with established sales systems such as Ebay and Paypal. And instant updating ensures facts and figures on the site are current, not historical. An archiving system can store items that go out of date, so you have a full record of what went before.
And, as time goes on, there are blogs, podcasts and – coming soon to lots of websites – streaming video. All of which a robust CMS system will be able to handle, without having to rebuild a website from scratch.
So what are you waiting for? Let CMS help your website work better for you, and if you would like some help in starting along the way, why not call Nigel at Business Feet.