From time to time we come across organisations who have internal ownership issues with their website. A common problem is where one person, a website advocate, has been the driving force behind getting a site up and running but doesn't want to give up control. Sometimes the person may have even built the site themselves or in extreme cases may be a professional web designer! This is a problem when they are not the most appropriate person to take the site to the next level.
A carefully thought out web strategy can encourage the advocate to let the website be developed appropriately. A strategy and guidelines for what is required by your organisation are summarised here.
Your organisation should be clear about the reason for having a website. You can start by answering three basic questions...
If you don't know what your audience wants, ask them. If you don't know who your audience is then there may be some more fundamental issues at stake. Forming a small web team of key Stakeholders (audience, management, staff and designer) will help you to evaluate what is wanted and what is possible. Your designer will be greatly helped by a clearly developed brief to work from.
Make sure your brand is presented clearly and consistently. Your brand is more than a logo, it is the words, images and style of the site. Is your organisation best represented by flashing buttons and cheap clip art? Does the advertising from your 'free' web host really enhance your image to potential customers?
Intellectual Property (IP) is all about who owns the rights to use images or text. Downloading or grabbing images from the web can open you to potential prosecution. By taking back control of the website you can ensure that the images on your site have the proper copyrights and permissions.
It's common for organisations to update their websites to reflect change and growth. Sometimes the person who drove the implementation of a website isn't the best person to make these changes. Occasionally organisations have difficulty taking back responsibility for the site, as there can be strong feelings of ownership. It can also be difficult when the designer was a relative, staff member or friend. They should be acknowledged for the work they have done but must also recognise when to let go. Contracting upfront that the website could one day be developed by someone else can help when the time comes to move on.
There's also plenty of good evidence about how users behave on the internet. Present some compelling facts about why the site should be developed in the best interests of the business.
There are many good resources about website design, it's worth investing time and money into a few of these to explore good practice. Training may also be worthwhile. There are three basic aspects of website design that can be covered quickly and simply...
The following books are a good introduction to the management of websites.