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Marketers and communicators are creating more content than ever before and publishing to a greater diversity of platforms and digital channels, and the errors are starting to pile up.
The business value of today’s digital communications is being undermined by out-dated, erroneous, broken and incompatible content. This is damaging the customer experience, causing sinking rankings in web search, and putting revenues at risk.
So how do you avoid these costly website governance pitfalls? Companies need to address their approach to governance in order to embrace today’s challenging multichannel environments while dealing with quality issues effectively.
Below we take a look at the seven most common web governance mistakes, and how you can successfully avoid them.
Not aligning your web presence with the rest of the business
When a business decision is made, a company’s website is often the last channel to know about it. The corporate site is too often seen as separate to the rest of the business.
Web strategy must be fully aligned with the overall business strategy, and support clearly defined objectives.
Usability, Accessibility and SEO are the three pillars that make up both the start of any website strategy and its ongoing maintenance. They are no secret but companies often neglect them.
Solid foundations are the key to an agile, high-performing web presence.
Missing website policies and standards
Having comprehensive website policies and standards in place will protect your brand and user experience, and ensure you don’t fall onto dodgy legal and commercial ground.
For policies and standards to succeed you need to monitor your websites to ensure that compliance is being achieved and maintained, and have an end-to-end plan for managing and evolving your standards throughout the website lifecycle.
Lack of accountability
From editors to designers, developers, marketers and brand guardians, a modern website will have a vast number of ‘stakeholders’. Having clearly defined roles and responsibilities is crucial.
This becomes even more important when the web team is distributed across departments and countries.
Time for a refresh
The pace of change has meant websites now feel dated quicker than ever. It might be your site no longer reflects your current strategy or that you’re missing a trick by not integrating more social features, or catering for mobile platforms.
Staying current is hard, but key. You need to ensure you have an agile governance framework in place that allows you to quickly deploy new standards and communicate change to all the members of your web team.
Find ways to regularly share examples of best practice achieved by your team, and celebrate your star performers. Carrots generally work better than sticks when building a culture of best practice.
Lack of top-level visibility
Managing a full complement of local sites, microsites and digital channels, all owned and managed by different departments, in different countries throughout the world can make it difficult to see how each one is measuring up.
The key is to set KPIs and generate regular reports so you can see how each site is doing in the context of the rest of your business.
Managing complex, multi-site, multi-national websites is hard work. No matter how vigilant you are or how many hours you put in, you will never catch everything.
However, an effective governance framework will provide the safety net you need to confidently pursue today’s multichannel opportunities, while protecting quality and driving revenue.
You can download Magus' ebook on the subject here.