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Per Casey, President, Tenrec, Inc We all know that the experience of redesigning and rebuilding your firm's website can vary. It can be very painful (think root canal) or it can be severely debilitating (think nine months in line to get your license). Why is this the case and how can it be avoided? Websites, like houses, are not meant to be torn down and rebuilt every three to five years. In this session you will learn how to shift your approach to the firm website and online marketing from slash-and-burn to extend-and-evolve. to reach a more sustainable and ultimately more successful relationship with it. In this session you will learn how to break down your website into its key integral parts and how to build ongoing maintenance plans for each part that keep the site progressing without a tear-down. You will leave with tools and techniques for getting the maintenance and upkeep of your site under control while also keeping pace with the ever-changing world of online technology. You will also learn tips for defining and preserving your site's long term goals and how to measure the site's performance toward those goals. Attendees will learn: A new and better approach to maintaining a website Methods for making incremental improvements to various parts of a website Cost benefit and overall marketing benefit to this new approach Specific pitfalls to avoid when rebuilding sites from scratch
Citation preview
We’ve Got to Stop Meeting Like This!
Why your next website rebuild will be your last.
Content Evolving
End of the WWW Era?
“Like any outmoded technology, the Web is rapidly losing users
as it fails to adapt to disruption from mobile apps and continues
to perform poorly – despite incredible optimization efforts – due
to a bloated software architecture built of hacks on top of
hacks. It had an unbelievable 25-year run, but I think it’s time to
admit that the product is reaching its last throes.”-- Danny Crichton, TechCrunch
1994
1996
1998
2000
2002
2004
2006
2008
2010
2012
2014
HTML
CSS
SEO
CMS
Traffic Analytics
Axi
s of
Pai
n
Blogs
Landing Pages
Microsites
Responsive Design
The Complexity Curve
System Integration
Email marketing integration
Multimedia content
Content Delivery Networks
Content Strategy
Social Media
Accessibility/ADA Compliance
Specialization
Designer
HTML Developer
Copywriter
Strategist
Photographer
SEO Consultant
Content Editor/Curator
Videographer
Social Media Expert
Database Administrator
CMS Developer
Quality Assurance
Hosting / Security Consultant
CSS/JS Programmer
Website Evolution
• Content decoupling
• World Wide Web declining or transforming
• Complexity increasing
• Specialization expanding
WWCDS? (What would Charles Darwin Say?)
“It is not the strongest or the most intelligent who will survive but those who can best manage change.”
-- Charles Darwin
“An American monkey, after getting drunk on brandy, would never touch it again, and thus is much wiser than most men.”
-- Charles Darwin
What does that mean for you?
• It’s time to take a new
approach to your website
• Create a maintenance
program broken up by
channels or layers
• Shift to thinking of your
‘website’ as a content platform
Website maintenance areas
• Content
• Hosting Environment
• User Interface / Design
• Software
• Documentation
• Testing
Website maintenance areas
Content• Creation/strategy• Editorial calendar• Archiving• Curation• SEO audits/optimization• Social audits/optimization• File management, on site and off site
Website maintenance areas
Hosting Environment• Domain name management and name hosting• Security audits• Disaster recovery plan• Content delivery network• Server upgrades and updates, software and hardware
Website maintenance areas
User Interface/Design• Brand updates• Refreshes vs. overhauls• Headshot evolution• Image updates and licenses• Usability studies
Website maintenance areas
Documentation• User manual and instructions, succession planning• User account(s) across all systems• CMS and site documentation
– Including other systems, data feeds in/out• Workflow processes• Content rules and stipulations
Website maintenance areas
Software• CMS updates• Database server application updates• Plug-ins, 3rd party tool updates• Analytics and marketing automation systems• Other integrated systems
Website maintenance areas
Testing• New browsers• Data feeds• Social integration• ADA • Link checking• Spell checking• Search engine (on site and off site)
References
What the Death of Homepages Means for the Future of Newshttp://www.theatlantic.com/business/archive/2014/05/what-the-death-the-homepage-means-for-news/370997/Derek Thompson, 5/15/2014
As Mobile Roars Ahead, It’s Time To Finally Admit The Web Is Dyinghttp://techcrunch.com/2014/05/09/as-mobile-roars-ahead-its-time-to-finally-admit-the-world-wide-web-is-dying/Danny Crichton, 5/9/2014
