How HubSpot Manages a Giant Website With a Tiny Team

February 28, 2020

By [email protected] (Debbie Farese)

Framework for website management strategy

I can’t write a single line of code.

So, it was a big surprise to me when I was asked to lead our new global web strategy team three years ago.

If you’ve followed HubSpot’s history, it’s also probably a big surprise to you that we had 20,000 customers and went public years before we had a team to manage our web strategy.

And, as you might expect, things were pretty complicated before my team was implemented. Prior to 2016, we referred to our giant website as “the wild, wild west.”

The brand team owned the homepage, but anyone who asked for access could make or edit any of our web pages. The web developers and designers had an endless list of requests, but no way to prioritize them. And while some individual marketers measured the success of pages that contributed to their lead goals, nobody was measuring the overall success of the website.

You may be wondering how the HubSpot marketing team could fail to recognize the need for someone to manage its websites. The truth is, it wasn’t a matter of ignorance. — It was actually a matter of fear.

HubSpot has always had an autonomous culture. Before the team was implemented, stakeholders were afraid introducing a centralized team could hinder that autonomy. Because most of our marketers and cross-functional teams used the website for their initiatives, marketing leaders worried that one management team would slow people down or stifle innovation.

We needed a strategy for managing our websites that could accomplish our team needs: it needed to empower the many people at the company who contribute to the website and ensure a consistent user experience that delivered on measurable business goals.

As the days of the “wild, wild west” ended, my team, limited to a small group of people as we proved our worth, began creating a web management process.

The website management strategy we have today isn’t perfect, but it’s helped us grow and restored some sanity to the creators working on the site. Our team of just 17 people is able to manage our core website in six languages while providing an optimal user experience and consistent branding across our web properties.

Since developing the centralized website management team, we’ve grown the conversion rate on our core site by 76% while redesigning multiple related sites and site sections. And, thanks to the tools we’ve used, we’ve only needed to grow the team by a few people.

If you don’t have a huge budget to keep an agency on retainer or hire a full army of developers, here are five tips on how to scale your web strategy with a small team. For each tip, I’ll walk you through how we did it in our own strategy.

How to Develop a Scalable Website Strategy Like HubSpot

1. Identify your website’s purpose and goals.

Customers often touch a …read more

Source:: HubSpot Blog

      

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