All your marketing efforts are based on your website. Your website is a place where your existing and prospective customers can learn more about your products and services.

Visitors to your website learn about your brand and can book a demo or request more information about your products or services. Your landing pages are also located here, where prospects land after clicking on your ads.

In essence, your website is fundamental to not just your marketing success but also the success of your business as a whole, which is why it must be managed daily.

We’ll examine what website management is and how it can boost your ROI in this article.

What Is Website Management?

Managing your website effectively involves combining several services. Typically, website management involves:

  • Website security

  • Content management

  • Website support

If you run a small business, you’ll probably need to outsource your website management to a web design agency or a digital marketing agency. The websites of larger corporations may be managed by dedicated in-house teams.

Let’s say you’ve had a website created or updated by a designer or agency in the past. They may also offer ongoing website management services as part of their service portfolio.

What are the benefits of website management?

A secure website ranks well, attracts more traffic, and reduces website downtime

Hackers and cybercriminals constantly threaten websites. They can cause your website to crash, infect the devices your visitors are using, phish for potentially compromising information, and more.

A website attack can have disastrous effects on your business, especially if sensitive data is compromised or your website is down for an extended period of time. In the event of an attack, you might face problems such as:

  • A loss of traffic, leads and customers for your business.

  • When your website is down for a prolonged period of time, your website visitors and customers lose trust in your brand.

  • Your website has a poor user experience and loads slowly.

  • There may be legal repercussions if confidential customer information is compromised.

A comprehensive ongoing website security strategy involves both passive measures such as setting up good firewalls and active measures such as regular malware scans and updating your website architecture.

By securing your website, you can rest assured that your website visitors are protected when they visit, use, and purchase from your site.

Search engine visibility is also improved by good web security. In an analysis of over 1 million search results, Backlinko found that websites with a Secure Sockets Layer (SSL) certificate consistently ranked higher than those without.

Website ROI

Optimizing existing content for SEO and uploading optimized content boosts traffic

Websites should never be treated as static objects. An essential element of any successful website is the constant addition of new content and the optimization of existing content.

Make sure new content you publish is optimized for SEO for the benefit of your website. Some best practices include:

  • Conducting keyword research for the topic you’re writing about.

  • Incorporate keywords naturally and strategically into your content.

  • Title tags and meta descriptions should be optimized.

  • Optimize the length of your content; the latest research indicates 2000-word pieces are the most reliable way to move your business up search results.

Among the best practices for optimizing existing content on your site are:

  • Make sure the information in the content is current and relevant.

  • Ensure that all outbound and inbound links are active.

  • Each page on your site should have a meta description, optimized URL, and alt image text for any images.

It is generally up to your website manager to optimize your existing content, but this may also fall under the responsibilities of an in-house content team if you have one.

Maintaining your website’s functionality requires ongoing support

The term website support is somewhat of an umbrella term describing a variety of factors that overlap but are not exclusive to security or content management. Support services for websites include:

  • Web design edits.

  • Website navigation changes.

  • Analytics management.

  • Updates and improvements to the plugin.

  • Server updates.

  • Backup of both the site and the data.

  • Maintaining landing pages and much, much more.

Regularly performing these tasks is crucial to maintaining your website’s functionality and performance. By updating your plugins, themes, and server/hosting, you can ensure your website’s loading times remain optimal and that all your plugins work as they should.

Monitoring and analyzing your website’s analytics, such as organic traffic, time on page, bounce rate, and conversion rate.

Having these metrics will help you determine whether your site is attracting and retaining visitors on your site, and if any changes need to be made to your site to improve these metrics.


If you want to continue attracting visitors to your website and converting them into leads and customers, it is vital to keep your website up-to-date and well maintained.

In addition, proper website management is essential to your website visitors’ positive experience and to the safety and security of their personal information. Maintaining your website well should be a priority for your business.

You can contact The Good Marketer for professional assistance in this area.

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Published On: April 7th, 2021 / Categories: Web Design /

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