August 1, 2011

Cover Story

Energy Development in Utah

Gov. Gary R. Herbert sent a strong message to Washington during his State ...Read More

Featured Articles

Around Utah

At Your Service


Legal Briefs
Climate Change

Ask the Experts
Close to Home

Ask the Experts
Damage Control

Editor's Note
Do the Math

Economic Insight
Friends in High Places

In the Pipeline

Ask the Experts
Layered Security

Let’s Make a Deal

Business Trends
Look Before You Leap

Out of Reach

Ramping Up

Industry Outlook

Living Well
The Suite Life

Ask the Experts
Web Insights

Money Talk
Window of Opportunity

Work of Art

Ask the Experts
Close to Home

Alex Lawrence

Jenni Smith



Damage Control

If Your Website Were An Employee, Would You Fire It Today?

Michael Brian

August 1, 2011

What would you do with an employee in your sales, public relations, marketing or advertising department who, on a daily basis, damages your company’s image by misrepresenting its goals and mission through misguided communication? This employee could be consistently giving prospects old or wrong information, or maybe they’re just lazy, unorganized and repetitive. Most managers wouldn’t hesitate to take action with an employee that acted in such a damaging manner, and rightly so.

So, why is it that your website often eludes the same crucial scrutiny when it can produce results that are just as damaging? Believe it or not, your website is an employee and it can either be a superstar or your worst enemy.

This website “employee” doesn’t take vacations, never takes a sick day and is usually the first to greet your clients, competitors and prospects at the door. In fact, your website may talk to more of your potential customers than all of your employees—combined. Leaving this representative unmanaged can spell disaster for your company. On the other hand, refocusing your attention and following these sound strategies can help to make your website a more productive member of your team:

Making your website more productive

  1. Set expectations and goals – Create a “Job Description” for your website and provide the support it needs to do its job.
  2. Define what it is expected to say to and do for your audiences – Provide a clear message for your website to present to the public and a personality that clearly projects your corporate values and personality.
  3. Review it often to see if it is performing as expected – Unlike some employees, your website will respond favorably to constructive criticism. Regular performance reviews, presentation critiques and messaging updates are critical.

Obviously, there are many more strategies that can help companies gain control of their website and make it more successful, but simply making a paradigm shift in your perception of and expectations for your website will immediately reveal what you could do to make it more successful.

Assign a team to manage your website
If you have a technology team in house, a Webmaster should be assigned to take the lead and make the site operational. The Webmaster should have a key role in the development and maintenance of your site, but should not be responsible for the management of its content or the monitoring of the website’s effectiveness. That role should fall to a team comprised of key individuals from your management, communications/marketing and sales departments.

he combined team of technology and content management personnel should hold monthly meetings to discuss the goals, progress and future of the site. It is also wise to create a procedure for posting information to your website including an approval process with a list of team members who will be required to approve content prior to its posting. Having a procedure in place will help to ensure that the messaging, personality and presentation expectations are being met.

You’re not alone
If all of this seems overwhelming, the good news is you don’t have to tackle it alone. There are companies that offer these services including monthly management of your site. These agencies perform regularly scheduled tasks such as search engine optimization, online media purchasing and management and content creation based on market research and competitive benchmarking. Such services can be great investments as companies realize how critical their website is to the success of their business. Additionally, drawing on this outside expertise delivers a perspective that will also provide a competitive advantage online.

What the future holds
When it comes to communication with your clients and prospects, as with employee performance, never settle for a website that is merely “good enough.” Since your website is likely the most vocal “employee” you have, if its performance deserves a reprimand, take the time to retrain, refocus and re-energize it to meet your new level of expectations.

Mike specializes in helping businesses understand their clients, and uses both traditional and new media techniques to alter behavior and cultivate success. He is a pioneer in the evolution of interactive and multimedia marketing, and has been instrumental in developing the strategy behind countless integrated campaigns.

Utah Business Social
UB Events View All
Best Companies to Work For 2015Utah Business Event
Dec 10, 2015
Utah Business magazine is thrilled to announce the 2015 Best Companies to Work for Event! This y...
Community Events View All
Empowering Self and Others: Become and Awakener
Dec 1, 2015
Uncover the secrets of empowerment. Whether you are a parent, a teacher or a Coach, you’ll find ...
Secrets to Financing your Business
Dec 1, 2015
Register:  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
* Event Description: