Choosing a new content management system (CMS) for your website is either a reaction to a series of frustrations, or a positive strategy to remain competitive. Sometimes both. Our experience working with clients in many sectors highlights several business drivers for wanting to move to a new CMS. These top 5 reasons to change CMS are not an exhaustive list of motivators but if one of these pain-points sounds familiar, then perhaps a new CMS is the next step for you.
1. Your site isn’t mobile-first
The most pressing of priorities for a lagging digital strategy is often a mobile responsive site. More than 60% of web searching starts on a mobile device, so your website needs to render attractively and appropriately to suit the device. Failure to do so will bounce visitors away towards your competitors.
CMS’s that offer responsive web-technologies baked-in are the best place to start. The main key to being successfully responsive is to ensure the design is mobile-first. A new website design is often the most visible part of moving to a new CMS and choosing a platform that supports your ambitions for design is key.
2. Your content is hard to manage
Managing and editing content easily and quickly is a key requirement, especially for the marketing team. Having a CMS that is easy to update can reduce your reliance on development and overheads for managing the website. For clients with more sophisticated needs, a joined-up approach to web, ecommerce and email marketing automation is attractive and is often the driver to move to a more functionally rich commercial CMS that provides the ready-integrated functions that often sit in silos scattered across your digital landscape.
3. Your customers need a better experience
Your customers won’t tell you explicitly that your website isn’t a great experience, but they will go elsewhere, with lagging sales and competitors gaining your market share often the only belated clues. Where improving customer experience is top of the agenda, a CMS that offers strong personalisation features is important – providing configurable rules and workflow tools to serve up in-context content, and customer journeys regardless of device, channel or location.
4. Your systems need to integrate
As marketers move increasingly toward that nirvana of the “single view of the customer”, the ability to integrate valuable profile and purchase history data from CRM / ERP / transaction systems also becomes a key determinant in the CMS choice. Time spent extracting data, manipulating it and pushing it back into other systems is time that could have been spent analysing the data for rich insights about your customers.
5. The business is becoming more advanced
We often encounter businesses who are some way along their digital journey and have outgrown their CMS. Typically they have chosen (or IT made them adopt) a lightweight CMS that helps manage content on a basic level, but as insights are gathered and the digital footprint increases, those needs evolve. Moving to a platform that offers better scale for your enterprise is an intensive but exciting process, and can provide personalisation, better analytics and improved data structures for integration.
While this list isn’t exhaustive, if any of these pain-points sound familiar then a new CMS is probably a good choice.
Your website sits at the heart of your digital strategy – whether it’s a simple brochure site or a sophisticated interaction platform for visitors, members, or e-commerce buyers – getting the CMS choice right is critical. If you would like to learn more about our free CMS workshop session – contact us here.