4May 2010
Note: This is the second in a series of articles for those new to the wonderful world of Web sites or who may be Web site shopping. These articles include rudimentary information about the building blocks of Web sites and their basic maintenance. They are not super techie, but rather cover fundamental concepts like Web standards, what is a CMS, intro to SEO, the benefits of e-mail marketing and more.
Web sites are evolving faster than deer mice in Nebraska. Not too long ago, they were made up of inert pages and static text. Now, users expect sites to be kept up-to-date in real time and have software-like functionality. Building a site that is powered by a Content Management Systems (CMS) makes it easier for a site owner to keep their site current and lays a foundation for the addition of site features.
Figure 20.b Anatomy of a CMS
A CMS usually consists of a control panel where a user can log in via a Web portal and manage site content without having to know HTML code. Site content may simply consist of text and pictures or could expand into blog comments, contact form submissions and much more.
A CMS puts the power straight into the site owner's hands, but also some of the responsibility. While the advantages are huge, there are some things to be aware of before choosing to build a site with a CMS.
No longer do site owners have to contact a professional every time they want to update their site. With a CMS, site owners have the power to do anything from updating their contact information to adding a whole new page. They can add a new employee, a video or even release a new widget. A CMS can save a site from becoming stagnant and festering in old, inaccurate information. But now that you are in charge,
Web sites are like puppies. No one should be allowed to own one unless they know how to take care of it.
Andy Clark
via Twitter September 28, 2009
With power comes responsibility. To thrive, your Web site needs a little care and feeding. While it's beneficial to keep your existing content current, a CMS also makes it easy to have a section of the site that can be updated regularly with new content. This could be a News section, a Journal or even (brace yourself) a Blog.
Figure 20.e Puppies (alive)
Google, like all of us, enjoys looking at living things. A brochure site gives potential customers a way to learn the hours of operation, but a Blog is a place that showcases the more personable side of a business or organization. It is an opportunity to exude passion for your chosen field, share knowledge and show visitors you follow current trends. Don't be afraid to share your expertise. Original, relevant content directed at your target audience will bring them back for more. This content combined with the built-in SEO features in most CMSs, will help optimize your site for search engines.
For a new site owner, all this can feel a little overwhelming. Training is a necessary part of the process. Keep in mind there is a learning curve with any new system. Resist the urge to immediately throw your hands in the air in frustration. Give yourself some time to get acquainted with the system and how it works. Don't be afraid to dive in and mess around. In the beginning, a professional can oversee changes and content additions.
A professional can also offer ways to streamline the publishing process based on your circumstances. (e.g. PC or a Mac? If you are comfortable with Microsoft Word, what is the best way to get that content into the CMS? What is the best way to edit and resize images?) Live training can be supplemented with documents and even screencasts. This training is a very important step and will impart a sense of ownership. The resulting comfort level and confidence will make it more likely that you will update your site regularly.
Keeping a Web site current and adding new content can be overwhelming for one person. A CMS can help alleviate the burden. Multiple users can access the CMS, from anywhere they can connect to the internet, each with their own user level. These privileges can be precisely controlled so users can’t delete content or access anything they shouldn’t. Content can be moderated so it isn’t published until the final approval is granted. Entries can also be set to release at a future date.
Sites may start out small, but can quickly become bloated with additional content and haphazard enhancements. A CMS provides a structure for adding content and also provides scalability. Users are expecting more and more from Web sites, adding new enhancements and Web services is easier if the site already has the underlying structure of a CMS. Relatively simple features, such as a form to collect user feedback or implementing and managing comments, can be quickly rolled out. It also gives a solid starting point for more advanced features such as geotagging, calendars or adding a member area.
Get ready to think big and long-term with a CMS. Most CMSs even allow site owners to manage multiple sites from one control panel. Want to expand your business and add pages in Spanish? It is much easier to achieve this using a CMS. A CMS will help your Web site grow and form to your needs.
2 Comments
on Jul 27, 2010 David Greene said:
Great article! Which CMS do you recommend? I’ve been looking at HubSpot, and it appears to be a great CMS but I’d like to know what others you think are better?
My website is http://www.preferredpaincenter.com
Thanks very much,
David Greene, MD
on Jul 27, 2010 Justin Kuntz said:
Hi David,
We have used quite a few CMS solutions. Everything from open-source to fully custom. Our CMS of choice is ExpressionEngine. I don’t know much about HubSpot but using systems that automatically gather information and claim to automate your SEO scare me. Some things could be considered blackhat practices and will get caught by search algorithms, banning the site. Again, I don’t know much about HubSpot.
I would focus on creating an engaging user experience with clear information architecture and great, relevant content. Watch your analytics and other industry terms and adjust you content accordingly. Always focus on your customers rather than getting caught up in the next biggest Web tool or trend. This leads to a sustainable and growing Web presence. Of course always augment with proper social media, natural or organic search methods and paid search if necessary.