|WEBSITE GOVERNANCE ROADMAP|
- By ToTheWeb and Meghan Soule
|Adapt columns to your company's needs.|
|CATEGORY||QUESTIONS 🚀||CONSIDERATIONS||IS THIS IN PLACE?||REVIEW CYCLE||TITLE||NOTES|
|BUSINESS||What are the business goals and how are they defined?||.: Is there a clearly defined list of KPIs for the website?|
.: Are budgets in place to support these goals and KPIs?
|How are expectations set within the company; what is the review process?||.: What stakeholders are involved in setting website expectations in terms of leads, pipeline, exposure, etc?|
.: Is there a reporting structure and review timeline?
|LEGAL & COMPLIANCE||Are the legal and compliance requirements documented?||.: Yes/No - if no, is there a plan in place to create.|
.: Who manages the maintenance of this document?
|Who is responsible to ensure the website adheres to all requirements?||.: What is the review cadence to enforce compliance?|
|Is the website set up to comply with current and upcoming legal and regulatory requirements?||.: Can the website support new legal requirements such as GDPR compliance?|
|PEOPLE & TRAINING||What tools are in available and who managing the programs?||.: Are these tools in place now? Who is managing them? Who has login access?|
.: Is a review process in place to test their effectiveness?
|What training is need to use these tools and who should be trained on these tools?||.: Is clear documentation available for teams to understand?|
.: Is there a process in place to train relevant staff when new tools are deployed, or when existing tools are updated?
|CONTENT & LIFECYCLE MANAGEMENT||What are the standard content requirements? How does the content fit in to the customer journey?||.: Have personas been created? |
.: Is content personalized by user type, geo, etc?
.; Is content mapped to the high-level personas and throughout the customer journey?
.: Is there an ongoing user journey analysis?
|Are content owners defined?||.: Does each piece of content have an owner? Do they have a way to view performance?||Annual|
|What is the content review and revision process?||.: What is the process to update and add new content?|
.: Who is responsible for managing updating content and ensuring compliance with performance and content standards?
.: Is content developed on a set cycle or as needed? Who determines when new content should be added?
.: Are there content templates and guides available for writers to follow.
|What is the process for creating and managing content throughout the lifecycle.||.: Is there an established process for when and how new content will be created?|
.: Is a content template available for writers? Have content standards been created and shared with all writers?
.: Is an archiving process in place?
|Content Optimization: Is content optimized for search and usability?||.: Has keyword research by product area been completed? Do relevant teams have access to this information?|
.: When new content is created are optimization techniques incorpoated? infographic
.: Is meta data and other important search optimization factors incorporated for every piece of content?
.: Is non-HTML content such as PDFs optimized?
.: Is there an ongoing internal linking strategy in place to improve search crawling?
.: Is organic reporting in place?
.: Has an SEO technical audit been ever been completed? Is this done on a set schedule?
|Content Inventory & Audiing: Is an annual content audit being conducted?||.: Is there a process for inventorying and auditing the content in place?|
.: Does this process include all content types such as PDFs, video, tools and apps?
.: Who initiates and manages this process?
|Is there a content localization strategy?||.: Does the site reflect that strategy? |
.: Is the right content for each market being delivered to that market? What are the gaps?
.: Is there a plan to identify new content for localization?
|How is the taxonomy defined, implemented and enforced?||.: Is content presented in appropriate silos so that visitors can quickly understand how content is organized?|
.: Can new content be easily integrated into this structure?
.: Are the relevant pages and related content to reflect the existing taxonomy?
.: Is reporting set up to reflect this content structure?
|Asset Management||.: Is there a review of non-HTML content (PDFs, videos) for freshness, messaging and up-to-date branding?|
.: Are there standards in place that have been created for search optimization?
|Blogs, Videos and Podcasts||.: Is a blogger checklist in place to align with best practices, engagement and post-launch success?|
.: Is a blogging calendar set up and followed? Is topic and keyword research created for each blog?
.: Is video content optimized and distributed on-site and across other channels such as YouTube and Vimeo?
.: Is there content approval process before blogs posted?
|Content Performance Reporting||.: Have standards been defined and shared? Are there performance benchmarks for content? |
.: How often is content performance reported on? Who has access to this data?
.: Is a process in place to review and act upon the types of content that drive high-converting traffic?
- Who monitors this? Who sees this data?
|BRAND MANAGEMENT||What are the brand requirements and standards and how are they enforced?||.: Is there a well-documented messaging and brand voice guide available? How is it communicated?|
.: Are there established brand guidelines for items for images, messaging, style?
.: Are there variations of the brand guidelines that need to be created based on channel selection or use case?
|Is a process in place to facilitate compliance with new and existing content?||.: Is there a frequency for ensuring brand compliance? |
.: Who is involved in this process and what is the workflow?
|MARKETING||Who is responsible for strategy and execution?||.: Is there a team or department responsible for maintaining online/offline channels such as Wikipedia, YouTube?|
.: How is content selected for cross-channel publication?
.: Do lead generation standards exist and how are they communicated?
- How is compliance with these standards enforced?
|What is the process for managing consistency in messaging?||.: Who is responsible for ensuring consistency - everywhere, including images, messaging, etc?|
.: Is it clear that all communications - across all channels - originate from your company?
|How is reporting standardized across channels?||.: Is there a process in place to ensure a consistency of marketing performance reporting? |
.: Who needds to see this?
|What is the current lead nurture process does it reflect the business KPIs?||.: Has a lead nurture program been established for every lead?|
.: How does it get implemented across all campaigns?
.: Is there a way to implement as campaigns scale and evolve?
.: Is there a process to measure against KPIs?
|Who manages demand generation and ensures relevance and volume?||.: Do you know the channels where people are coming from who “convert” on your website?|
.: Is this information being communicated across all marketing teams?
.: How are campaigns run to ensure that they are not competing against each one?
.: Is there a guide that includes workflow, design samples and advertising guidelines for all teams?
.: Are cost-per-action goals defined? Does the campaign manager know how much a campaign lead costs?
.: Is "Owned, Earned and Paid" content platforms part of the marketing mix?
|What is the decision hierarchy for deciding the site structure and organization?||.: Is the structure designed to be flexible and scalable? Does it work for current and future content needs?|
.: Who is involved in deciding the site structure? sitemap
.: Does the structure support business strategy goals such as target markets?
.: What happens with content that doesn't naturally sit within this structure i.e. microsites, landing pages, etc?
|Does the site reflect best practices in user experience and design?||.: Does the content provide a consistent, intuitive, useful user experience that leads to an action?|
.: What ongoing processes are happening to ensure user engagement?
.: Is ongoing user testing being conducted? How are improvements identified and prioritized?
|Measuring KPIs||.: What are the KPIs and is there a system in place to measure and report on success?|
|How is visitor behavior measured?||.: What key behavior metrics are tracked i.e. homepage bounce rate, days to a conversion, conversion URLs?|
.: Is data from on-site search evaluated?
.: Is IP tracking in place to identify activities by target accounts?
|Campaign Measurement||.: Is there a tool or guide in place that identifies correct tracking based on an agreed naming conventions and definitions?|
.: Are campaign managers and agencies aware? How is this enforced?
.: Are campaign tracking URLs being used for accurate measurement?
|Has there been an analytics audit to ensure data accuracy.||.: Has an analytics audit been conducted? |
.: Is there an regular, ongoing crawl to ensure analytics code is present throughout the site?
.: Are employee IPs excluded from the metrics? Is this updated on a set frequency?
.: How does the company anticipate and address disruption in analytics? For example, when Google changes it's reporting or problems with tracking code?
|What is the reporting cadence?||.: When is reporting completed, in what format and who is this shared with?||Not Sure|
|Tracking and Access||.: Where and how is data tracked and who has access to it: e.g. Google Analytics and Data Studio, Salesforce, Marketo? Who can create or modify reports?|
.: Is the data tracked across platforms measuring on a consistent basis. i.e.
.: Is there a review process to identify cross-platform reporting inconsistencies?
.: Who is approved to view and edit analytics setup: GTM, Google Analytics, Google Search Console?
.: Is there an SEO reporting dashboard for content owners and writers?
|AGENCY SUPPORT||When do we bring in agency support||.: What triggers the hiring of an outside vendor?|
.: Who owns that relationship?
|Who manages vendor review to ensure business alignment and legal compliance.||.: Is this decided at the product team level or by corporate?|
.: Will new vendors be permitted by Accounts Payable?
|Onboarding||.: What access does a vendor to people, platforms and processes? What access is required? Are there platform or permission restrictions?|
|WEB TECHNOLOGY||Website Testing||.: Does the website meet current performance requirements such as speed, mobile devices, load balancing, etc.|
|Capabilities + Integration||.: Does the website support required technologies, capabilities and applications (e.g. chat, personalization, localization)?|
.: How are integrations identified, implemented and managed (e.g. Marketo, Salesforce)