Your website is your growth engine, your frontline Sales rep, your support desk, and in many cases, your most reliable source of revenue and insight. But here’s what most organizations get wrong: they still treat their website or sites like static assets, something to set and forget, and they pay for it with slow launches, dated or subpar experiences, and rising technical debt.
Your website has one (or more) of five core jobs:
- Monetize
- Grow
- Convert
- Engage
- Inform
This guide breaks down the five core jobs websites need to do, and how to identify which ones matter most to your organization.
Large-scale organizations typically operate a portfolio of web properties, further complicating ownership and rationalization.
This guide will help you structure the right team, technology, and workflows to maximize the value of the web to your organization, while minimizing friction between Marketing and IT.
