My favorite store is having a sale this week, but you wouldn’t know it by looking at its web site.
The site isn’t updated because it’s a hassle to do it. If the job requires a web designer, complex software and an arcane process called FTP to send information to a server, it’s too complicated to do regularly.
A CMS can be expensive, as a custom-designed and programmed site might be. Or it can be free, if you use an off-the-shelf or open source tool. Many companies use blogging platforms such as WordPress or Movable Type as their CMS. If you need more power or control, there are open-source tools like Joomla or Drupal. When you choose one of these, you gain support from communities of experts who provide free programming modules or visual themes.
The benefits of a CMS go far beyond ease of controlling the content. You also get built in RSS, which can alert your customers when you update your content. You have built-in site search, so your customers can find information quickly. And there are lots of ways to tag and organize information, all of which makes your site more customer-friendly.
Analytics software intercepts the server data and formats it so you can understand traffic patterns. It tells you about how much site traffic you’re getting, where the visitors come from and how long they stay. It’s essential to evaluating your site’s return on investment.