eBusinessBlog.org Leveraging marketing & technology to solve business problems.

Treat your website like a retail store, not a campaign.

If you ran a retail store, would you update the signage facing the street once per year? Would you set/merchandise the store and never make a single improvement for months on end? Of course not, because you want to adapt to your customers changing needs, new trends, and optimize your retail setting for the best experience.

Marketing organizations fall prey to waterfall approaches to updating websites and this generally is a result of an annual budgeting process. Since you'd never leave a retail store untouched for weeks or months on end, why should your online visitors suffer this mistreatment with your site?

It doesn't matter if you sell online or not, your website is a storefront, not a campaign. As such, maintaining a website is a process, not an event.