We’re all in the software business now

software developer working on a website

The Coronavirus turned all of us into digital businesses. 

One of the fundamental changes in this forced pivot was that company websites became THE business. Unfortunately, at this moment many companies are realizing that their website is not designed (or maintained) to be their primary source of revenue.

Solving this significant problem could present an incredible opportunity to grow your business.

Content consumption is skyrocketing. If you want to grab this hungry audience you need to position your website to compete for this attention. 

Strategically, that means that your website needs to be treated as a critical asset and an essential part of your business. 

It needs to be iterated and maintained like a software company iterates and maintains it’s software product – new features, regular updates, bug fixes, and exceptional user experiences. 

No longer is it sufficient to design a beautiful website and let it sit unattended for 2-3 years and then blow it up and start all over again. This is a recipe for wasting a lot of money and getting zero return.

Your website has become your principal product. We’re all in the software business now. 

I see a new model emerging. Company websites become a department (or the department) and profit center. It gets a substantial monthly budget and investment that supports its iterative (product) development and is expected to return a handsome profit.

Like a software company or online publisher, there’s a team behind this product – product manager, designers, software engineers, content developers, sales, and marketing.

Even after all of this investment, your software product (website) should perform like software products do – exponential and hyper-efficient return on every dollar invested.

We’re all in the software business now. Like software products, websites are never done. 

Are you treating your website like your company’s software product?

Photo by Karl Pawlowicz on Unsplash

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.

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