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.

Wobbly
foundations 

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.

Unacknowledged
heroes

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