While it may seem like managing a website is a simple task, it can be quite complex and even time-consuming. There is constant up-keep, with new trends & new content, monitor functionality, track analytics, and more.
In certain businesses, a website manager does much more than just manage a website. They are the brand manager. With so many businesses having the majority of their content and services online, the website manager is a critical position and should be taken seriously as such.
You may be thinking, “I can manage a site, it’s easy. I just have to post new content every few months. It’s not a big deal, I don’t need anyone.” Well, you’d be wrong. As a business owner, big or small, full or part-time, you’ve got a lot going on. You can’t do half-baked, sloppy work. You need to focus on website management as an integral part of the business.
Now, let’s get into more detail about all the things a website manager can do.
As the one who controls what the website looks like, as well as, the content being posted. It is important to know what is working and what is not working. The analytics will show the website manager what parts of the website are getting clicks and which ones could use more help. Analytics can show what content to do more of and which to do less of. They can also show where best to put certain content to be more visible and to get more traction. When the website manager keeps track of this, it makes it easier for them to change the website content to match the results of the analytics.
As a website manager, they have the important job of keeping track of keywords that will be beneficial to giving the website a higher ranking on Google. These keywords will help your potential consumers find you easier. Keywords can constantly change and the manager will use a variety of platforms and tools to make sure that your website gets the ones best suited for your business.
This one should be obvious. As a website manager, it is your job to keep content on the website up-to-date. It is obvious to consumers when the content on a webpage hasn’t been changed in a while. If your selling products, it is important that prices, out/in-stock items, and new photos get updated. It is also critical to keep your website relevant to changes in operating hours, location, business updates, and the like. Plus, it is always good to update a blog to keep in line with SEO and photos to be constantly visually appealing.
This is important because there almost always will be a problem. The website manager will “Q&A” all links to make sure nothing is broken and that each link follows through to the correct page. They will make sure that their pictures and the pages in general load a fast speed. They will make sure that web forms work and that there aren’t any errors in copy. Plus, they will make sure there are regular site backups.
As with most things, even your website could use a change from time-to-time, a makeover, a revamp. The website manager would take control and redesign the theme and style of the website, working with HTML/CSS or even templates, creating a brand-new look. They could even be the ones implementing new photos. They could use analytics to see which designs work best for their consumers.
These ads can be pay per clicks, social media, native or display, among others. The website manager can come up with these ads, decide which ones to place, and then place them in their respective spots. The manager monitors these analytics and can then see which forms of advertising work best, so they know which ones to use again.
In certain situations, this responsibility can fall solely to another position, as it is a big job on its own. However, depending on the business, the website manager would take on this role as well. The website manager can coordinate the company’s social media platforms with content that they want consumers to click on and bring them onto their website. It’s beneficial for the website manager to know what is going on social media (and vice versa) so that there is cohesivity between the two.
This one can also sometimes be designated towards another position, but nowadays, the website manager takes control of this as well. Newsletter creation and website management go hand-in-hand, as the manager knows what is best and what will do the best, in the newsletter. It is also easy for the manager to then take the content in the newsletter and ensure that is located on the site in the correct manner.
All in all, a website manager is a critical part of any business. They will be the eyes and the ears on the online aspect of your business. It is not a position that can be rushed and it is an important position to be taken seriously.