Should You be Managing Your Business Website?

Having the right person handling your website can take care of potential issues. 

Depending on your skill level and availability of time, you may or may not be the right person to manage your business’ website. If you don’t do it, who should you select?

Here are a few important considerations when choosing the right small business website manager.

Internal Employee

It is likely that at least one employee in your business may have some untapped skills that could be useful for your website. These skills may include content writing, web or graphic design, marketing, and/or coding. If you suspect such a person may exist on your team, discuss your ideas with thim to gauge their interest. You may give small tasks for him/her to complete at first, working on a trial basis until you feel confident of the right fit.

On a personal note, I actually did this for a previous company I worked for when they found out I had WordPress experience. That being said, I don’t recommend going to your employee and saying “I heard you have this skill, congratulations you are now our website designer”. If you believe an employee could help you in a certain area make sure they are compensated for the extra work. Don’t just add more work to their plate. It doesn’t make for a happy employee.

You’ll also have to consider the limitations of your current personnel. You may find you have an excellent graphic designer who is horrible at blog writing. Or you may find a marketing genius who knows nothing about coding. It is likely you’ll need to supplement any internal support with a hired specialist to fulfill all the needs of your website.

Freelance Contractor

A freelance contractor is anyone working as a self-employed individual, taking on small or temporary jobs. There are many websites that help connect freelancers with those who need to hire for a particular project. Over the years I’ve learned that not all freelancers are created equal. Freelancers are generally very good at one area of web development, but may not be the answer if you are looking for someone with knowledge of website design and SEO/Marketing.

Freelancers are great for short-term projects. In the case of managing your website, you may hire a freelancer to assist in getting it set-up at the beginning. However, it is unlikely that a freelancer will be the best fit for a long-term management relationship. Freelancers can sometimes be fickle — leaving certain jobs if a better opportunity arises elsewhere, etc.

B2B (Business to Business) Website Manager

Hiring a professional to manage your website may be the best solution. This ensures that the correct level of expertise, care, and time are given to your website as needed. A professional website manager often has access to certain resources that an internal employee or freelancer may not be able to offer. Also, a professional website manager should be able to offer a variety of services to meet 100% of the goals for your website — email and social media marketing, blog content writing, design and coding, and general website maintenance.

No matter who you select as website manager, you’ll want to always have access to your analytics data. This allows you, as the business owner, to make key decisions regarding the direction or your website.

Are you considering hiring a professional website manager for your business site? Take a look at the LuckyFish Media services to see if we’re the right fit for you.

A Quick Guide To Small Business Website Analytics

Are you monitoring your business website’s analytics?

Analytics reveal telling information such as numbers of visitors and length of visits, the most common entry and exit pages, and the typical flow of visitors from page to page.

The usefulness of analyzing this data is one of a business owner’s best offense moves for maintaining online relevance to customers.

Here’s a quick beginner’s guide to small business website analytics.

Where to Start

There are a variety of paid and free website analytic services. Beginners often find Google Analytics somewhat overwhelming, but if you choose this service, it surely can be learned. I always install Google Analytics for any client website I work with. The data you can gather from your website visitors is very valuable.

Clicky Stats offers simplified analytics which are great for new website owners, but may be too simple for highly detailed analysis. For users already familiar with Mint’s financial analytics, their website analytics will feel very natural.

Many businesses also maintain a Facebook page. Did you know Facebook offers its own internal analytics? Discover which are your best posts, locations of followers, and more.

Crazy Egg-example

Crazy Egg example of a website homepage

Some hosting companies also offer their own version of analytic software for website owners. If you don’t want to sign up for one of the above, start with the free option your host provides. This allows you to become familiar with the terms before committing to a service.

Look at your data in a visual way with Crazy Egg. Through Crazy Egg’s heat map and scroll map reports you can get an understanding of how your visitors engage with your website. Then you can make changes to improve your visitors experience.

What to Look For

Once you’ve decided on an analytics provider, it’s time to review the data. Of course, the most obvious piece of interest is the number of visitors. Be sure to compare unique visitors versus returning — this gives a clue as to how many customers and leads find your site useful, entertaining, or shop-worthy. Visitors who stay longer and visit multiple pages are the best kind of visitors.

Another key element in website analytics are the entry and exit pages.

  • Which pages on your site do visitors come to first?
  • Which entry page yields the longest visits?
  • And which pages cause the most drop off rates?
  • This provides insightful information about which pages to promote, improve, or delete.

There are many other statistics and data to be considered, but these two starting points will be most beneficial at the beginning.

Record Keeping

Most of the popular website analytic tools allow users to download daily, weekly, or monthly reports. Be sure to do this and review periodically. In the future you may change analytic services. Keeping records of your website’s past analytics allows you to remain in control of the information if you do switch providers.

Are you new to online marketing and website ownership? For a limited time you can grab a free eBook copy of my book, Today’s Marketing Cookbook,” to learn more tips to grow your business.