A Content Management System (CMS) provides self-publishing features so you can add information to your site without special software or training. Blogging tools, such as Wordpress (which this site uses), provide a good example of a basic CMS.

Why should you care about Content Management Systems?

I have Adobe Dreamweaver and other specialized applications on my computer, and when I’m developing a website I use them extensively to manage files, customize templates, and perform other development tasks. This is my job and I’m trained to use these tools to get my work done. But when I develop a website for a client that site is designed to serve THEIR needs, and THEIR customers.

Focus on writing good material

If you are my customer then it’s a safe bet you are not a Web developer–if you were you would develop your own website. Your business is something that you understand better than anyone, and when you have a new marketing campaign are customer service article you’d like posted on your site you can save time and money by publishing the content yourself. This should be your focus, writing and publishing material that your customers will appreciate.

How simple is this?

This article is itself a good illustration of how powerful and simple a CMS is. I am writing this in my Web browser without the use of any special software. If I want to take a break for awhile I can save my work without anyone else seeing it. Once I’m satisfied with the article I can hit a Publish button and voila, my article is instantly visible on this site.

I like gardening, the Seattle Mariners, and I voted for Obama. Wait, did I just lose you? Then maybe I voted for McCain.

Giving your customers appropriate information

That’s the problem with sharing too much information on your business blog.  The information you post may reflect poorly on your business if it drifts into these too-personal areas. At the same time, if you post material that is too “salesy” your visitors are not going to take you seriously. For better results, keep it balanced and focused on your company’s industry or services. Some ideas for good business blog topics:

• Industry growth trends
• Top Ten lists (e.g., top ten features to look for in product X)
• Answer a customer service question

Topics to avoid in a business blog

Here are some examples of topics you should avoid in your business blog:

• Overselling your own products. People can find your products elsewhere on your site so there is no need to sell them on your blog as well. Providing balanced information will give you credibility within your industry and bring new visitors to your site.
• Political viewpoints. I’m not saying you shouldn’t share your views, just don’t do it on your business site unless it’s directly tied to what you do. The same goes for religion.
• Inside information about your company (particularly if you are public)

Personal blogs

You may have one or more personal Blogs where you share family photos, your views on politics or religion, etc. But when it comes to your company’s website, keep your focus on your business.

Primary navigation provides links to major sections of your site. On this site, for example, primary navigation includes Solutions, Packages, and Get a Quote.

Basic rules for effective primary navigation

• Primary navigation should appear in the same location on every page of your site. This ensures that someone entering your site on a page buried deep within can orient themselves to your entire site at a glance.
• In general, I prefer to put primary navigation along the top.
• Put the most important link on the far right.
• You know your customer’s needs better than anyone, so break the rules when appropriate (e.g. primary navigation along the left or right side of the page).

Primary navigation that is consistent across all pages on your site helps your customers find the information they need from any location within your site.

When designing your Website, I can not overstate the importance of understanding your customers.

Who is visiting your website?

You will have many visitors to your site and there are a few key groups you need to pay attention to.

• Customers
  Actual or potential customers. These are the people who will actually buy your product or service. If you don’t meet their needs your site will fail to deliver new business.
• Potential employees
  Some visitors are looking to join your company. You should, at the very least, provide an email address or other way for them to submit their resume.
• Competitors
  Any reasonably savvy competitor will visit your site to get a sense of what you are doing right or wrong. This is unavoidable and not something to lose sleep over. However, if you have detailed proprietary information it may be a good idea to create a secured area of the site so you can control who accesses the information. For example, you may use the site to distribute marketing information to your sales force.

The visitors your site really needs to serve are your customers, but for your site to live up to its full potential it needs to serve other audiences as well. And it needs to do this without giving away too much to your competitors.