Rethinking Strategy for Building and Maintaining a Marketing Site in a Fast-Growing Start-up

Introduction

As an SEO expert at a fast-growing start-up with a team of 200, you find yourself at a crossroads where outdated processes are no longer serving your increasingly ambitious marketing goals. Previously, your product team handled the marketing site, but their bandwidth has become strained. To address this challenge, you need a robust and flexible strategy. Here's a comprehensive guide to help you rethink your approach, focusing on leveraging modern tools and efficient team structures.

Current Situation and Challenges

Previous Challenges

Your product team initially managed the marketing site, but as the company grew, their workload expanded, leading to the abandonment of this responsibility. An outside vendor was then hired to manage the site, but their homemade CMS limited flexibility, especially for quick changes.

Current Responsibilities

Your role focuses on visual output and expression, replacing the management of the marketing site with a creative approach. However, given the rapid growth and the need to align the site's strategy with your vision, you must now explore a new approach to managing the site.

Exploring Solutions

Option 1: Building Your Own Development and Design Team

While the idea of building and hiring your own development and design team might seem daunting, it offers the most control and flexibility. However, this approach can be costly and might be overkill for your company's current size.

Option 2: Leveraging Webflow as a CMS

Webflow is a powerful CMS that can be used for design, development, and management of complex websites. It offers a user-friendly interface and pre-built templates, making it easier to manage content on a daily basis. Consider piloting Webflow to see if it meets your team's needs and requirements.

Option 3: Hiring Outside Vendors

Another viable option is to hire outside vendors who specialize in managing marketing sites. This can be a cost-effective solution, providing you with the expertise you need without the overhead of hiring a full team. Look for vendors with a proven track record of delivering high-quality websites and excellent customer service.

Steps for a Successful Implementation

Assessing Needs and Budget

First, perform a thorough assessment of your current needs and budget. Determine what aspects of the marketing site require immediate attention and what features are non-negotiable. This will help you prioritize your efforts and allocate resources accordingly.

Selecting the Right Tool

Choose a tool or platform that aligns with your team's skill set and the company's goals. For instance, if your team lacks development expertise, a user-friendly CMS like Webflow might be more suitable. Alternatively, if you need granular control, building your own team might be the way to go.

Scalability and Flexibility

Ensure the tools and processes you choose are scalable and flexible. As your company grows, your marketing site needs will evolve, so invest in a solution that can adapt to these changes. This might involve investing in more robust platforms or hiring additional staff in the future.

Conclusion

Rebuilding and maintaining a marketing site is a critical task, especially for a fast-growing start-up. By assessing your needs, choosing the right tools, and ensuring scalability, you can create a successful strategy that aligns with your company's goals. Whether building an in-house team or leveraging external vendors, the key is to find a solution that balances cost, flexibility, and quality.

Additional Tips

Consider these additional tips to further enhance your approach:

Regularly review the performance of your marketing site to identify areas for improvement. Stay informed about emerging trends in SEO and web development by following industry blogs and attending relevant conferences. Train your team on best practices for content management and web development to ensure everyone is on the same page. Keep your customer journey in mind when designing and maintaining the marketing site to maximize conversion rates.

Conclusion

By carefully considering these factors and taking a strategic approach, you can successfully navigate the challenges of building and maintaining a marketing site for your fast-growing start-up. Whether you opt for building your own team, using Webflow, or hiring outside vendors, the key is to find a solution that meets your needs while remaining cost-effective and scalable.