I met with a real estate team recently and the team leader kept referring to me as a Webmaster. I suppose if the word didn’t come with flashbacks to 1990 of a guy coding HTML and animated gifs, I would like the term. A Master of the Web; it sounds kind of cool. You just don’t find many of those webmasters, because Websites don’t need the type of maintenance that they needed back in the 90s and early 2000s. Websites are used as marketing and sales tools rarely managed by IT staff.

As a business owner/manager, here are 3 questions to ask yourself to know if you have the right personnel in place to manage your online presence:


1. What background/experience do my Web managers have?

If you still have employees or consultants with mostly technical backgrounds managing your website, you could be missing the expertise needed to be successful in SEO, social integration and other content marketing tactics.

Content marketers will know how to attract, convert, nurture and close leads via the web.

2. What is the process for updating and adding new content to my website?

Building on the first question, I’m guessing if you have technical website managers, you are still struggling to update your website with fresh content. Get a good content management system (CMS) and make it easy for your content managers to do their job.

Migrating to a CMS can be a smooth transition if you find someone with experience. Brand On Marketing recommends the following CMSs depending on your server environment:

  • Windows: Hands down DotNetNuke (DNN). There are free and paid versions.
  • Linux/PHP: Joomla! and Wordpress. These are the simplest sites to implement because your hosting partners will do all the setup for free.
  • Adobe ColdFusion: Somewhere along the line ColdFusion got a bad rap. Thanks to the easy-to-use Mura, your ColdFusion developers still have a job. Mura lacks templates and extensions so you might still end up relying on a developer to get you what you want.

3. Who is driving the decisions?

Your IT staff should support marketing decisions, not drive the decisions. Think about the purpose of your website. It should be to create traffic, get leads, keep customers and generate revenue for your business. What department is currently held accountable for reaching those objectives?

What’s important with websites today is not the same as 10 years ago. Since 90% of people go to the Web and search engines to research and make important buying decisions, it’s time to match job functions with your objectives.

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