Nobody talks about this!

Give it some thought as you’re scaling your business

Today’s newsletter isn’t about tools, but it’s something that every scaling business needs to consider:

I’m talking about website logic.

When businesses scale, they usually go through a rebrand that includes designing and launching a new website (I went through the same process myself last year!).

Each website has a front end - what your customers/prospects see, but each website also has a back end, which is even more important than the front end.

Because if the back end isn’t functional, all the nice graphics and copy on the front end don’t really matter.

Website maintenance made easy

If, for example, you want to add a blog post or a new testimonial, having a functional back end means that you can get it in place with a few clicks. You don’t have to email your developer or redesign the entire website.?

Connect the dots

Your website also needs to integrate with your other tools and systems, like your email marketing platform, your CRM, or Content Management System (CMS) -?

So whenever someone downloads your lead magnet, they would be added to your Email Service Provider and get the relevant email sequence that is attached to that freebie.

Or whenever someone leaves feedback on a form you shared (maybe via email, or as a webinar follow-up, for example), you can gather all the information in the same place, so you can compare it or assess it.

The back end of your website needs to connect to your other systems - Zapier and Make are incredibly helpful with that.

Make it on-brand!

You need to understand what data you’re going to have on your website, and brand it as much as possible for it to look the same.

For example, the platform I use for my website is Webflow . But I use Native forms from Webflow and ones from Airtable (affiliate link), my CRM and CMS, and branded them all - so if you, for example, leave a feedback on my email, it would seem as if the form was a part of my website. When you click “send”, all the information appears in my Airtable, and every relevant person in my team gets an email notification about it.

You don’t need to hire me to connect your email newsletter to your website. Your web developer can probably do it for you.

But most brands I talk to, that are on the cusp of big-time growth, don’t even think about the processes that their new website’s back end needs to have to make the most out of it.

When you build your new website with the right processes in mind, maintaining your website is an easy task that doesn’t require unexpected additional costs or time.

So think about your processes in advance:

?? Are you going to have a blog? How will you upload new posts to it?

?? Are you going to have testimonials? How do you add new ones with the logos of the companies? Or the photo of the person in charge?

?? How will you add new videos or connect your website to the rest of your tech stack?

If you already invest in a high-end new website, think of how you improve the overall experience not only for your visitors, but how you improve its functionality to create streamlined processes that make it easy for everyone to engage with your brand.

~ Irit.

P.S. If you’re in the process of creating a new website for your business and need an automation guide to partner with and strategize your new back end, let’s talk.