Brain Food: The Business Case for a New Website
Updating an old website is an attractive idea, and not just for public facing purposes. If your CMS (Content Management System) is outdated or non-existent, then you are missing out on a lot of opportunities. A modern CMS functions as the central brain of your website allowing publishing, editing and modifying content as well as maintenance from a central interface.
How smart is your brain?
However, not every CMS is created equal. The technology has come a long way, and the capabilities of an outdated CMS compared to those of a contemporary one are very different. A good CMS can empower marketing communications, direct business development activities, proposals, and much more. If you are not yet convinced that a CMS update is a good idea, check out the following list of modern CMS capabilities.
A modern CMS can power a firm’s business development program and house all the content and information you rely on. When you update this information on a capable CMS, it will allow you to control and push the appropriate content to your various channels. For example—if you update a biography you can publish a shorter version online, a longer version on your intranet, and a third version can be exported to a Word document for a proposal. Having one centralized CMS ensures the right biography is always used and maintained.
Most firms opt to have this in place as you can capture professional experience in a format that can be customized for internal and external audiences. By allowing you to designate fields that are only visible to internal audiences, a modern CMS enables you to tailor search results for each visitor.
Simo Ahava’s “Modern CMS: Top 5 Features” explains that a good CMS will adjust to accommodate your needs. You should be able to hide or show features in the software, set areas of your content as restricted, make mass edits and redesign easily. If you reach a tough spot, extensions, plug-ins and widgets are constantly being created and updated to help tackle any challenges you may face.
Social media integration
Social media can also be integrated with the CMS allowing visitors to follow the firm on appropriate platforms and connect through LinkedIn. 67% of buyers of legal services, for example, use LinkedIn daily or weekly. Once the numbers come in for CFOs, they will likely be just as high. Not to mention that a site with a well functioning social media connection will rank higher on search engine results.
A modern CMS can also:
- power a proposal generator;
- allow for easy posting of virtually any type of content (video, PDF, photos, text);
- pull quotes to draw visitors to the site;
- allow changing and adapting content through a password protected and secure web interface;
- and significantly reduce yearly developer costs.
It’s not brain surgery
The bottom line is that a modern CMS allows maximum control over your content and how it gets published. In addition to just making your life easier, upgrading to a contemporary CMS centralizes the intellectual capital that is needed for quick and efficient business development. It’s a no-brainer, if your current system does not measure up, you should strongly consider updating.