Corralling multiple brands into one cohesive website property can be a major hassle for many growing mid-market to enterprise companies. As your organization scales and pivots, does your website keep up the pace?
From visual brand consistency to platform stability to streamlining backend support, migrating to one central website offers significant benefits. However, achieving those outcomes does require careful strategy and planning.
A successful website delivers on four key metrics — brand consistency, visual impact, brand voice, and customer connection — that only increase in importance as your organization grows.
Any time you’re considering a website change that involves moving from a multi-site to single-site approach, or one that incorporates design changes to establish or evolve a brand suite, be sure to start with a complete customer experience audit. Creating or updating personas, customer journeys, and messaging frameworks gives you data-driven direction for navigating complex website projects.
See how putting customers first can drive traffic and leads
To build a truly effective website that gives you the flexibility you need to anticipate growth and market changes, effective front-end design must match the right technical architecture. For organizations with multiple brands, platform selection is even more critical to success. To avoid costly upkeep and control on-site experiences, be sure that business units and IT operations teams work together to identify the best solutions.
Learn how elevating website functionality can enhance the customer journey
Standard platform configurations and one-size-fits-all technologies serve smaller businesses well, but at the enterprise level your tech stack likely demands much greater complexity. To support quick pivots in response to market shifts, allow for marketing agility, and include tools and functionality to support your customer journeys, most larger organizations include custom development and integrations in their website properties.
Depending on the complexity of your existing martech properties and the CMS platform you select, you might find that a website redesign or replatforming project offers a good opportunity to streamline sales and marketing workflows. For example, you might integrate a custom form builder with the CMS and add a process workflow to enable sales team members to follow up on leads faster. Integrating asset management solutions, data repositories, and communication tools can likewise help your organization meet customer needs more efficiently and effectively.
Managing complex development workstreams requires careful management. Agile approaches can be helpful in keeping requirements, budgets, and timelines aligned. The two-week sprint process allows for iterative feedback and gives development teams more flexibility to address the issues that tend to arise in large-scale website projects.
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Whether you need to prove the ROI of your website project or are looking for ways to easily monitor ongoing website performance, custom analytics and dashboards can give you the insight you need to drive better decisions.
To measure website performance and value, organizations commonly look to bounce rates, page load speed, conversion rates, and overall web health scores. Most companies also look closely at SEO, performing regular analysis of where their site stacks up topically, by target phrases, and for specific campaigns.
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While standard analytics and keyword research tools can be helpful, setting up your accounts to deliver custom reporting pays off – freeing up your team to perform more detailed and targeted analysis, which in turn drives better customer connections and greater profits.
For example, companies that were used to using Google’s Universal Analytics program to track web metrics often benefit from a custom migration to the new GA4, since those platforms are not a one-to-one switch and reporting options differ significantly.