Newfangled works with independent agencies to create lead development web platforms for their clients.

Newfangled works with independent agencies to create lead development web platforms for their clients.

Nurturing



Imagine you had to depend upon a backyard garden for food. You wouldn't just plant a few seeds and then hope for the best. You'd research the types of crops best suited for your environment and how to best prepare the soil. You would plan well in advance when to plant your seeds and then follow a strict schedule to nurture your crops. You would constantly be asking, Are they getting enough water? Enough sun? Too much water? Too much sun? In short, you would think about your garden all the time because you need it to produce for you.

Today's websites are built to produce results. Whether those results are sales or leads, you've built your website for a purpose and you're depending upon it to succeed. But its success depends upon you actively nurturing it. Nurturing a website means more than just filling it with content. It means engaging with users, measuring the site's success using analytics and tracking data, adding new functionality, adjusting existing functionality, performing repairs, and planning for future redesigns. Depending upon the importance of your website, management of it could easily be a full-time role, if not the responsibility of an entire department. You need to be ready.

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Engaging

comments.jpg Depending upon your website content strategy, you'll have many different opportunities to engage with your audience. If you maintain a user or customer forum, your engagement will be fairly traditional (i.e. responding to and participating in discussion threads), but most of today's opportunities are centered around monitoring how people discuss your brand in online spaces you don't control. On the other hand, if you maintain a blog or a regular on-site newsletter that allows reader comments, this is your best opportunity to bring those discussions to you. Don't squander that opportunity. If you receive a comment, respond to it directly and quickly. Find out all that you can about the person who left the comment and find ways to connect with them. A simple Google search will probably help you to locate your commenter--perhaps on Twitter, LinkedIn, a company bio, or their own blog. Once you do, start to build a relationship by reading their blog and contributing to discussions around its posts. Remember, this is not to build incoming links to your site for search engine optimization. This is to engage and bring some humanity to your brand.

For those discussions and mentions of your brand offsite, make sure to participate in them as well. You'll need to either use reputation monitoring tools or do it yourself using Google alerts and other RSS feeds to watch for mentions of your company, product or keywords related to them in blogs or on Twitter. You'll probably have to set up a Twitter, LinkedIn, and Facebook account, too, if you haven't already. If you're groaning, I understand, believe me. But the reality is you can either build your online reputation yourself through this kind of engagement, or let others determine it for you.

folder.jpgFor more information on engaging with readers, check out our newsletters, Monitoring Your Online Reputation and A Practical Guide to Social Media, or our blog posts on Using Social Media to Connect Professionally, how my blog comments attracted INC Magazine's attention, and Allowing Un-Moderated and Anonymous Blog Comments.

 

Measurement

The importance of measurement is so clear that I'm not sure I need to put forth any argument for it at all. Keeping a close eye on on traffic and tracking data will help you to adjust your website to best serve its purpose and provide the best experience for its users. But the only way to do this well is to make it part of your weekly (if not daily) routine. The more activity your website gets, the more closely you'll need to monitor the data you're collecting. If you're using Google Analytics, you have an incredibly powerful tool at your disposal, and a mountain of knowledge offered by Google themselves to help you use it to its full potential.

folder.jpgFor more information on measuring your website, check out our newsletter on How to Use Google Analytics and our blog posts on measurement (there are many).

 

The Cost of Complexity

The more complex a website is, the more work it requires to manage day to day--not to mention the more people required to do this work, the more functional upgrades or changes it will need over time, and the more it will cost to maintain. This is a simple principle that I call "the cost of complexity." If you are planning for a website project or are getting ready to launch a new site, you will need to realistically plan for the amount of time and money you will spend on it in the year after it is launched. Yearly budgets for complex and active websites are often commensurate to the cost of the initial project; if the initial project cost $30,000, managing the website over the next year is likely to cost the same or more. If you are engaging and measuring to the extent you should be, you will discover many reasons to adjust and improve the design and functionality of your site moving forward.

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Many websites quickly exceed the expectations of those who create them, in terms of lead generation and on-site activity, which is certainly something to celebrate. However, it's also something to respond to quickly in order to make sure that a website's architecture can sustain continued growth of the kind it's already seen. In some cases, it may be necessary to rebuild the underlying architecture of a website, or at least a particular portion of it, in order to improve its performance given the level of user activity it has reached. For example, websites that allow user-generated content may become sluggish once the number of users or the amount of data they submit begins to exceed its initially expected capacity. It's at such a point that reconfiguring its database would not only radically improve its performance, but also prevent it from becoming unusable.

 

The Long-Term Life Cycle

We have clients that we've worked with for over a decade. During that time, some have redesigned or completely rebuilt their websites multiple times. Beyond the cost of complexity issues I already mentioned, the long-term life cycle of a website typically involves various points at which business decisions or new technologies will make major update necessary. This could be an aesthetic facelift, a redesign based upon new branding, or a complete rebuild of the site. Whatever the case may be, we've observed that the normal pace for this sort of thing is every three to four years. If that's shocking to you, consider that Facebook was first opened to the general public only 3.5 years ago in September, 2006 (and redesigned multiple times since). A lot can change in just a few years!

folder.jpgOn that note, we just redesigned and rebuilt our own website in January, which was the 7th version in 10 years!

If you've just gotten started with a new site, don't worry too much about the next one yet. As I hope you've learned from this series on how a website is built, you have plenty to think about right now in order to get the most out of your website. But, it doesn't hurt to think ahead, either.

Comments

Chris Butler | March 5, 2010 4:37 PM
Russ: That's a good question. It really depends upon the activity that any given post or article generates. There's a general process I follow in terms of promoting content--certain sites I always submit links to, plus sharing via Twitter, Facebook, LinkedIn, and the like, which only takes a few minutes. Once readers start commenting, though, that can take some time to read and respond. As far as my own engagement offsite--reading and commenting on other blogs and publications--that tends to vary as well. I'd probably estimate that I spend an hour a day on that kind of thing.
Russ | March 4, 2010 10:28 AM
Under *Engagement* you mention various ways to push the conversation. Following up on comments, participating in forums, etc. offsite, rep mgmt, and so on. How much time do you spend on this?
Chris Butler | March 4, 2010 9:27 AM
Suzanne: There are some great points in the article by Erin Kissane you've linked to. Her suggestion of content templates is a good one, too. I can imagine that a company like ours could do well with that approach, particularly in the area where the template provides examples. Having done web development for so long, providing actually helpful examples should be easier for the web company than the client. The only thing missing from the template--as far as I can tell--are suggestions for length and strategic focus of the content. The example they are showing is for a product detail page, but other pages, such as those that might describe a service offering or a core discipline, would need to have indications of what goals are prioritized (i.e. a reader should proceed to another page, or a reader should complete a call to action) and even what length of copy and type of imagery is appropriate.

Alex: I agree. Creating web content for many creatives has tended to be an imagery/graphics-oriented exercise. But written content is important for them, too. Being able to describe what you do, in addition to showing image samples of your work, is one of the primary ways to get prospects to understand what they're buying. Your website should do that in addition to inspiring them with the work you've already done.
Alex | March 3, 2010 9:52 PM
I think what @maggieb is talking about is much more common with creatives than others when it comes to websites. I and otherse like me who studied design, tend to redo my own website almost once a year. Maybe too often, but it just seems necessary. What @suzanne mentions probably doesn't hang us up much because our content is image-based and not much writing. This, like the first part, was a really helpful resource for those of us who would naturally make a simple website for ourselves but need to do something bigger for a client. Thanks for the insights.
Suzanne | March 3, 2010 8:32 PM
My experience has been that creating the content takes far longer than anyone really thinks it will, and not only that, probably can't be done by the marketing team working on the website. An article from A List Apart does a great job of showing why the writing process is much more complicated than most people would assume. The big takeaway is that there is a hidden process of getting the knowledge from engineers, designers, product people, sales people, etc. and translating it into good web copy. Just because you know your stuff doesn't mean you can write it in a way that web users can make sense out of it.
Chris Butler | March 3, 2010 10:28 AM
Jiliian: Thanks! That's the idea--to have a detailed resource, between this article and Part 1, on how it all works. I hope it will be useful for some time to come.

Katie: Very true. 301 Redirects used to be something people thought about after their traffic was negatively impacted by a rebuild--"wouldn't it have been smart if we'd..." Having a module built into our sites that allow users to create the redirects during the content entry phase is so important. Too important, in fact, to have been left out! Thanks for bringing it up. In fact, someone should turn our wiki entry on 301 redirects into a blog post...

Russ: I'm glad that distinction is helpful. It's helpful to us to remember, too. We advise our clients on strategy all the time, but it's critical to get the lingo right at the beginning, otherwise any authority you should have is undermined.

Maggie B: Right now, we don't have any similar case studies that show a succession of redesigns and rebuilds, but we probably should. As I said, we've done this for several clients, some of which have been in relationship with us for over a decade. I'll work on getting one into our Featured Projects section.

Ed Bryson: Thanks for the compliment, and for making it that far through the article! Next month's should be a less dense entry...
Ed Bryson | March 3, 2010 7:42 AM
Chris, another comprehensive piece. I like the combination of sophisticated process with the simplest tool at your disposal (e.g. gchat for coordinating the website launch). Makes a lot of sense.
Maggie B | March 2, 2010 8:17 PM
Seeing the timeline of changes to your site over the last decade was fascinating- makes sense a web design company would do so many redesigns. Do you have any similar case studies of doing one or more redesigns for clients? I'd love to see the transitions for a site in another, less creative industry. Also, are there any smart ways to save some money the second or third times around?
Russ | March 2, 2010 7:08 PM
You're nailing something about so-called strategy that's been bugging me for a long time. We've brought in plenty of "social media strategists" or "content strategists" and they all pretty much amount to guys telling us how to blog or use Twitter. I always want to say where's the beef but have lacked a way to say it that won't get labeled being out of touch.
Katie | March 2, 2010 2:39 PM
Chris,

There are so many dead-on analogies in this newsletter. I especially like the comparison of content entry to moving day. The part of moving that always takes 10x the time I expect is dealing with clean out WHILE I move. Similarly, most people have legacy content from an old site that they need to sift through to determine if it stays or goes. That adds a ton of time.

Also, I couldn't help but think of 301 Redirects being equivalent to mail forwarding -- both incredibly important and often forgotten :)

Katie
Jillian | March 2, 2010 10:31 AM
Great newsletter, Chris. It covers all the "hidden" bases that many of our clients don't even realize exist when they initially plan a new website project.

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