Episode 581 Marketing With Bridget Willard Why a Website Care Plan is Part of your Marketing

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Show Summary

In this podcast transcript, Rob Cairns, CEO of Stunning Digital Marketing, hosts Bridget Willard to discuss the crucial role of website care plans in a business’s marketing strategy. They emphasize that a website is a 24/7 employee and a vital part of a company’s infrastructure, requiring continuous updates, security, and maintenance. The discussion highlights the dangers of neglecting website care, such as security breaches, reputational damage, and loss of potential sales, advocating for websites to be viewed as a source of truth for sales and marketing efforts. Both Cairns and Willard stress the importance of investing in professional website management, reliable hosting, and distinct domain registration to ensure a business’s online presence is effective and secure, urging business owners to prioritize core business activities over DIY website management. They conclude by discussing how websites should be optimized for user experience and conversion, especially for mobile users, rather than solely focusing on elaborate design.

Show Notes

This episode features a discussion between Rob Cairns and Bridget Willard about why a website care plan should be a core part of any marketing strategy. They emphasize that websites aren’t a one-time project but a continuous investment.

Key Takeaways

• A website is a 24/7 employee and a crucial part of a business’s infrastructure and marketing stack. It’s not a set-it-and-forget-it asset.
• Thinking that websites and their maintenance should be free is a mentality that needs to stop. There is a cost to building and maintaining a professional online presence.
• Care plans are essentially insurance for your business. Just as you insure your house or car, you need to protect your most important marketing asset.
• Neglecting website maintenance, especially security, can lead to costly fixes down the line. What might cost a few thousand dollars for a care plan can escalate to $5,000 to $7,000 or more to fix a compromised site.
• Websites should be seen as a work in progress that requires continual updating, from SEO to content and functionality. This helps you stay agile in the market.
• Always check that forms, buttons, and other calls-to-action (CTAs) are working properly. The website’s purpose is to guide visitors to take a desired action.
• Good web design prioritizes conversions and information delivery over flashy aesthetics. The goal is to make it easy for customers to find your business, get information, and make a purchase.
• Most people, especially millennials and Gen Z, access the internet primarily through their phones. Therefore, a website must be mobile-friendly and easy to use on a smartphone.
• The content on your website, or the “words,” is the most important part of its design.
• A good managed hosting plan is a vital part of a website care plan. Don’t buy a cheap, low-resource hosting plan.
• Don’t have your hosting and domain registrar at the same company. This splits the risk and prevents you from being locked in if there are issues. Also, never accept a “free” domain name from a hosting provider, as you may not truly own it.
• Outsource tasks you’re not an expert in, like website maintenance and security. Focus on your core business functions that generate revenue.

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Key Questions for Business Owners

• What do you want people to do when they visit your website?
• Is your website optimized for conversions, or is it just pretty?
• Are you buying a high-quality hosting plan with proper resources, or are you opting for the cheapest option?
• Are you paying for basic business necessities like a professional business email address and proper website maintenance?

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Resources Mentioned

• BridgetWillard.com – Bridget’s website
• Rocket.net – A managed WordPress hosting provider
• Fastmail.com – An email hosting service
• GoFundMe
• GiveWP
• Sucuri
• WordPress.com