Companies generally know that part of their startup or running process concerns the challenge of updating an existing website or launching a new online presence. In addition, they tend to mistakenly assume that this process has a fixed endpoint. Unlike completed brochures and freshly-minted marketing materials, a website can’t be left unattended for months or years at a time. It requires constant revision and modification, for a number of reasons:
1. Since adding new content to a website costs nothing but time, this is the obvious place to publicise news and promote new products/services/offers.
2. Regularly edited websites perform more strongly in search engine rankings because new content indicates that the site is active and topical.
3. The frequent addition of new content encourages previous visitors to return, which is also a key factor in a website’s ranking.
4. From patching or replacing installed plugins through to revising passwords, online security requires regular attention to remain effective.
5. Evolving consumer trends also require attention. The growth of mobile web browsing earlier this decade saw sites being redesigned to display optimally on small screens.
6. Pages which accept comments from users or the public will need managing – spam comments deleted, expletives censored, and so forth.
Table of contents
The process of editing websites generally involves a content management system, or CMS. This is simply a website portal that allows site administrators to access each web page individually, replacing existing content or uploading new material. A good CMS will list every page in order of appearance or alphabetical title, allowing people with appropriate login credentials to view, edit and delete content.
A good CMS must simplify the process of making changes and updates. It should enable rapid yet secure login to a logically presented homepage, where key actions like adding and deleting pages are prominently positioned. Because staff may have limited time to publish new content, the option of creating a new blog post should always be prominently displayed. This ought to promote key SEO elements like meta descriptions, image captions, and page snippets. After all, few first-time users will appreciate the SEO significance of slugs or H2 tags. It’s also crucial to preview web page content before publishing it, correcting glitches or errors away from the public’s gaze.
Three paths to content-ment
The platforms below illustrate how a good CMS can support the ongoing management of an effective and attractive website:
This is the world leader, and deservedly so. WordPress evolved from a blogging tool, and now underpins a quarter of all live websites worldwide. Its status as a good CMS has been enhanced by over 55,000 standalone pieces of program code, each performing a specific function and available to install only if required. For example, the Yoast SEO plugin provides guidance on maximising each page’s SEO.
Aimed squarely at corporate clients, Magnolia offers an extensive array of SEO-based functions and utilities. Site administrators log onto a hub containing everything from analytics and marketing automation to CRM and ERP. There’s a strong focus on preventing malware and cyber attacks, plus varying levels of admin privileges so more junior staff don’t overreach themselves.
If you’ll forgive the immodesty, we’re rather proud of our site building platform. Not only does it enable our customers to assemble a website with just a few mouse clicks, but it’s also easy to revise, too. An intuitive interface supports drag-and-drop editing, enabling you to add pages, change appearances and integrate with social media platforms. And if you get stuck, our tech support team is here around the clock.