Many organisations can end up with a twisted, complex web presence that can easily spiral out of control. Here’s our three tips to ‘un-spaghetti’ your digital customer experience.
1. Create a web steering committee
Over time, an organisation’s web presence increases. It can unwittingly morph into something wild and unkempt. Lots of sub-domains or 'sub-websites' appear, seemingly out of nowhere, created by local teams to promote a new product, drive a campaign, or similar.
For the central marketing team, this can create a sense of chaos and can certainly result in a lack of brand consistency. It can also be a challenge to manage this ecosystem of sub-websites in order to maintain the level of SEO power your brand would like to have.
Who controls your web presence? Who has the final say? Who’s your web guardian?
It’s important to have someone. It doesn’t have to be one individual. It can be a group of people from different departments, all tasked with managing content quality, brand look and feel, and directing who can do what and why.
It’s also important to regain control of your organisation’s web presence. You need to form a web steering committee.
The web steering committee’s first job should be to conduct a web presence audit. Why were all these sub-domains and sub-websites created in the first place?
Identify strengths and weaknesses. Do they need to remain? How can the web steering committee lead the organisational change to fix this?
The website belongs to the whole business, but you need someone to oversee everything that happens in order to maintain brand consistency, and a connected digital experience.
2. Consolidate your tech stack
Many organisations can suffer from having too many technology platforms and tools that do the same things.
This can lead to:
- Wasting money on multiple software licenses
- Data not linking together for a unified customer experience
- Little reusability between systems
- Upskilling on lots of new tools
As part of the web presence audit – which will become a living and evolving management tool – the web steering committee should review the different tools your organisation has in your tech stack.
The committee should be asking:
- Is it easy to integrate?
- Is it API-first?
- Is it scalable?
- How do the costs scale?
- What's the learning curve for our staff?
Having the right tech stack in place is vital in delivering against your organisation’s business and marketing objectives. It also enables teams to deliver the right experience for customers.
3. Implement a design system
So, you’ve enabled your teams around the world to create consistent web experiences, under your main domain, on your main tech stack, but now they want to do more.
This is exactly what you want to see. Progressive organisations shouldn’t want teams getting bogged down in just delivering the basics. They need their staff to be empowered to create more business and customer value through effective user journeys that lead to positive digital experiences.
When different parts of a business do their own thing on the web, the brand experience from a customer's point of view isn't as good as it could be. Visiting a sub-domain website can sometimes feel like you’ve gone to a completely different company.
This is where a design system comes in.
A design system is much more than just a style guide, which is a collection of design decisions made during the design process focusing on graphic styles and the design language that will be used as reference and guidance for areas such as fonts and branding.
A design system provides definitions of the visual language or pattern library which details atoms, molecules and organisms based on atomic design principles. It drives templates and re-usable elements, which ensure brand consistency, wherever and however they may be used.
How we can help
We have many years’ experience helping organisations across financial services, legal, healthcare, manufacturing, education, and more. We help conduct web audits, consolidate technology stacks, and define design systems that transform the digital experience for customers, leading to better marketing and business results.
If you’d like to discuss how we could help your organisation, just get in touch.