So the site has gone live, the Content Management System is working, the brand is digitally refreshed and the deadlines have been met. Now what? In so many cases the answer is unfortunately “nothing” from both sides of the working relationship and this is a mistake, a big one. Not because of any malignant intent but because of a lack of education on the client side of the equation and a lack of expertise-depth to impart from the provider’s side.
A website goes well beyond design and deployment aspects and should be treated as a multi-faceted information vehicle logging continuous miles. Like any real-world vehicle it requires safety checks, compliance checks, security systems, functions to announce its presence such as SEO and SEM activities, maintenance planning, content to feed it’s momentum and a clear direction and destination.
All too often very few of these aspects are scoped or considered and the client’s shiny new vehicle with the gorgeously comfortable interior finds itself driverless, out of gas and stuck in a dark alleyway going nowhere with unseen hands putting it up on bricks and stealing its wheels.
Having helped many clients resurrect sites and initiatives over the years, as well as helping many more scope their new initiatives for the future, I always encourage them to think about the “whole stack.” Your website should focus on Design, UX, UI and a sound strategy but it should also include a solid platform, a rational application environment that suits what you are trying to do with it, proper hosting and security and access to team of experienced professionals who can not only answer the phone when you need them to but actually take ownership of what you are calling about.
Will your digital initiative stop? Or will your technical strategy keep it moving?
Throughout my career I have always encouraged being questioned and interviewed by clients such as when I’m showcasing new products, proposing a new initiative or consulting on an existing one. It is educational for us both and not only teaches clients about the type of expertise they should hire (such as a business-grade consulting “technology professional”should have at least set foot in a data center and/or personally built an accountable digital environment at some point prior in their career) but also continues to teach me about where client’s blind spots are and where I can continue to help them. This also allows me to constantly retune myself to better service real-world business requirements and integrate more effectively with the talented creative teams I have the privilege of working with.
A productive long term digital relationship is now more than ever based on the ability to not just create and end with a delivered vehicle, but also to assist in driving, maintaining and guiding that vehicle without wrecks or breakdowns towards its various destinations on the digital highway. The road is now better than ever, let’s enjoy the drive!
