Marketing as a Service (MaaS) refers to a partnership where the primary goal is to achieve set objectives, regardless of specific methods. Once goals are defined, decisions are made regarding the platforms, channels, and other marketing activities.
Although channels and strategies are chosen on a case-by-case basis, one channel almost always plays a crucial role in an effective marketing system: the website. Websites act as the glue that ties together different marketing efforts toward a common goal. Do you need leads? Do you need insights into visitor behavior? Do you want to sell products or services online? In all these cases, websites are an essential component.
Functionality comes first
A common belief is that websites must be highly polished or appear that way. Many industry professionals, and rightfully so, are highly critical of website design standards. While it is true that a modern and visually appealing site is beneficial, the overall aesthetic is ultimately of minor importance. A website should be inviting as a digital business card or a lead generation platform, but what truly matters is whether it supports MaaS objectives.
For example, if the goal is to increase lead generation fivefold, but no adjustments are made to lead magnets, how can that goal be achieved? Websites should be integrated into tactical and strategic planning. Therefore, ensuring that the site functions flawlessly on a technical level is crucial. Additionally, user experience should be continuously improved to encourage visitors to take the desired actions.
In some cases, investing in visual appeal is justified—particularly when redesigning a website. However, design should always serve a purpose. The best outcome is when an updated look directly contributes to achieving marketing goals.
Investing in website maintenance
As mentioned earlier, a website’s functionality, including its technical performance, is crucial. Website maintenance within a MaaS partnership can be handled in various ways. The best option is usually to have a reliable partner manage the site, whether a third party, a MaaS provider, or the client.
Regardless of who manages the website, a MaaS partner should have website functionality and maintenance expertise. Consolidating services can simplify operations when needed. A competent MaaS partner understands that effective solutions should not be altered unnecessarily but must remain adaptable to different scenarios. Interruptions in marketing operations are the last thing any business wants.
Several technical factors influence website maintenance and development, the most important being speed, stability, and security. Ensuring these aspects often requires a solid server infrastructure, but speed should not come at the cost of security or usability. Additionally, website content should be easy to update. Unfortunately, it’s common to compromise on at least one of these aspects. For example, static websites can offer excellent speed and security but may pose stability and content management challenges.
Technology is secondary
Over the years, we’ve worked with various website solutions, including React, WordPress, Liquidblocks, Squarespace, and static technologies. From a MaaS perspective, it’s difficult to rank these solutions definitively, even if technical evaluations might suggest clear differences. What matters most is using the right tool for the right purpose.
The key difference between platforms is how well they adapt to changing needs. Another major factor is how effectively they support content management.
In addition, tracking website traffic and user behavior is crucial. While most platforms allow for tracking codes, ensuring their proper functionality can sometimes be challenging. A robust tracking system is essential, as website data is often a primary source for marketing reports. While campaign data can be gathered from advertising platforms, this data remains incomplete without website tracking. What happens when a visitor clicks on an ad?
We are currently witnessing a significant shift in tracking and analytics. Google Analytics, for example, is frequently declared illegal in various European countries, with few equally advanced alternatives available. Although it remains legal in Finland for now, it is likely only a matter of time before similar restrictions apply. Businesses should proactively explore alternative tracking solutions. Companies like Aboad already offer tracking services that include alternative tools.
One platform among many
Websites should be regarded as one of many marketing tools rather than the ultimate focal point. Overattachment to a website can prevent businesses from critically assessing its role. In some cases, this happens due to a lack of resources—companies may not have the time or willingness to maintain their site, leading to its gradual decline in effectiveness.
The opposite extreme is underestimating a website’s importance. This often stems from past negative experiences with website maintenance or visually appealing but impractical designs that did not stand the test of time. In such cases, the problem is often an unsuitable website provider, which can also lead to a lack of trust in other providers.
Although undervaluing websites is less common, it can still be problematic. When it occurs, we rely on data to justify the necessary resources, and this approach is generally well-received.
Prioritizing the essentials
At Aboad, we believe that websites play a crucial role in MaaS. Depending on the specific goals, some features will be prioritized over others. Currently, websites are most commonly used for content distribution and lead generation.
After years of working with websites, I’ve found that the most critical question to ask is: “What do we want to achieve with this website?” The answer provides a clear roadmap for the site’s functionality, visual design, and overall role in marketing.
If you want to evaluate your website or plan a new project with a more critical approach, consider the following:
- What are your marketing objectives, and does your website support them?
- Is your website maintenance structured to be flexible and efficient?
- How is content management organized?
- What other marketing platforms do you use, and how well do they integrate with your website?
- Is your website tracking system robust enough to withstand future legal changes?
Contact us, and let’s find out how we can optimize your website as part of MaaS.