The website integration challenge — some additional thoughts

how much should you spend
A slide from Adams Hudson's webinar presentation indicating potential marketing allocation breakdowns

Building material manufacturers marketing expert Mark Mitchell has provided a solid insight into the website/overall marketing integration issue raised in yesterday’s blog. ?He quotes an announcement from a web development firm, New Fangled, which only works with agencies, not directly with end-clients, to explain the sophistication and thoughtfulness (and possibly expense) that needs to go into a truly professional integrated website.

Since these comments reflect positively on the source, I doubt there will be objections to my reposting them here:?

By?Mark Obrien and?Christopher Butler?on?September 10, 2013?

“Sure, you can still go out and buy a website, but you shouldn?t.?Websites alone don?t do very much; what you need is far more complex than site maps and pages.?

We need to reframe our entire concept of web development, and that is a two-step process.?

First, in terms of widening the scope of what marketing and sales-focused websites do today ? which we believe is best expressed by locating them within a broader lead development ecosystem ? and second, in terms of understanding what web development as a discipline is becoming ? which requires drawing a distinction between platforms and programs.

Sophisticated web development is no longer about creating discrete applications, but doing what we call information logistics.

The Lead Development Ecosystem

Yes, you still need a website ? but you can?t afford a standalone website. You should now focus on building Lead Development Ecosystems, and while the conversion-focused website represents one-third of the Ecosystem, those other two-thirds ? the CRM and Marketing Automation tool ? are critically important.?

The?Lead Development Ecosystem?is a combination of three tools ? the conversion focused website,?CRM, and?marketing automation?system. It runs on two ingredients ? the right quantity and quality of?contacts?and?content, and it?s entirely based upon the only thing any good marketing effort can be based on ? a unique selling proposition.

Now that we?ve seen the power and sheer accountability the Ecosystem represents, going back to just building a website seems ridiculous. We can?t do it; it?d be like putting the training wheels back on the bike ? why would you??

A new website is something your agency or web developer promises to spit out in several months; that is simply a remodeled filing cabinet like I mentioned earlier.?

When you view your website as an integral part of a Lead Development Ecosystem, you are creating a system that has an undeniably and measurably positive impact on your business.”

That’s quite a bit to chew on. Where do you go with it?

If you are a truly tiny business, there is nothing wrong with an intelligent Do It Yourself approach. Just be prepared for a significant learning curve if you lack understanding of the basics. If you are effective at DIY and truly retain a humble attitude about how important it is to draw on expertise and integrate your site with other aspects of your marketing, you probably can attain a pretty high success rate and level of lead generation quality. Especially in the residential sector, I can refer you (if you contact me) to some sources which can provide this assistance.

At a more substantial level, however, rethinking your marketing budget may be productive. You probably can remove some funds from brochure and printed content and reallocate the resources to thoughtful and comprehensive integration strategies. You’ll pay much more for these services, but you’ll achieve a much more sustainable overall business.

Do you have thoughts on these issues, or wish references to relevant consultants/services? You can comment on this post, or email

Image: A slide from Adams Hudson’s webinar presentation indicating potential marketing allocation breakdowns

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