Why a website management action plan is essential to website success.

First, it is easy to focus solely on the launch of your website as the end-game. After all, so much work happens during the planning, designing and development phases in order to make that happen. Many times you—the website owner—are sent off with a new website, possibly a maintenance contract, and an accomplished feeling that the website is now “done” and you are in prime position to better connect with your customers.

And, minus the “done” part, that’s all true. What is missing from the equation is the plan to use this new tool to its full potential.

Your website management action plan outline:

Before launch, schedule regular time dedicated to your website.

The first step to your website management action plan is to commit yourself to a regular schedule. By setting this schedule before launch, you are establishing the habit while your website is fresh in your mind. Conversely, a reactionary approach will quickly set your website on course to fall behind.

What do you use this time for? Begin by looking back at your goals, but in general your website needs regular attention in the following areas:

Follow up on requests.

If nothing else, your website is a connection to your customers. With this in mind, the conversation should flow both ways. Reach out directly to contact requests, or maintain regular contact with a newsletter blast.

Update plugins and themes and test, test, test.

We build a lot of WordPress websites around here, but this is necessary for all websites. Technology on all fronts changes quickly, and the best way to keep your website running smoothly is to check that it is running smoothly.

Photo of a phone with a screenshot of a search for Google Analytics

Review website user behavior.

Above all, your website is a crucial tool in learning more about your customers and audience. Taking time to review how the people who visit your website actually interact with it is the best way to wield that tool. Moreover, knowing how your visitors use your website will educate the rest of your website management action plan.

Integrate your website into your marketing channels.

Your website is one facet to your overall marketing strategy. More importantly, you will need to be a driving force to get people to see it.

On the other hand, integrate your marketing message into your website.

Content creation is a hot topic when it comes to websites. Equally important to writing new content is sharing existing content in new ways and reviewing your content strategy. Whereas social media content is short-lived and surface-deep and professionally-produced materials are long-lasting and in-depth, your website exists in the space in between. In other words, the content that is on your website at launch should not be the only content that exists forever.