"Now that you're in charge of the website, please help us increase traffic to the site."
"I'm leaving the management of the media site in your hands."
I’ve been told that, but I don’t know where to start, and I imagine there are many people who don’t even know what a web manager actually does, right?
So, in this article, we’ll introduce the job responsibilities of a web manager and the skills that are helpful to have.
What Is a Web Manager?
Actually,"Web Manager"in that line of work
There is no clear definition.
That’s because the job involves a wide range of tasks, such as creating websites, devising strategies to increase website traffic, and managing online advertising.
However, what these jobs have in common is
"Implementing various strategies using the web to achieve specific goals and results"That is the general perception.
In addition, there is something else you need to understand, which is
Types of WebsitesThat's it.
There are many websites on the Internet, and they can be broadly categorized into the following five types.
For example, if you’ve been put in charge of managing the company’s website as a web manager, then
That is"Corporate Website"and
If you've been put in charge of running a website that attracts visitors by mass-producing articles that provide information, then
That is"Media Site"That's it.
Which of the following best describes the site you'll be in charge of?
First, learn about the purpose of the site you're in charge of to gain a deeper understanding of your work.
The First Thing to Do When You Become a Web Manager
If the previous web manager suddenly resigned and you were assigned to take over, what would be the best place to start?
To cut to the chase,
"The approach varies from company to company."That's it.
So, please keep reading with your company’s situation in mind.
Understanding the Purpose of a Website
All websites are operated for various purposes, such as attracting customers, recruiting employees, and generating advertising revenue.
For example
- I want you to get to know our company better
- We want to strengthen our recruitment efforts
- I want people to learn more about our products
- We want to generate advertising revenue to increase our company's profits.
- We'd like you to buy our products online, too.
There are various purposes, such as...
Your company's website is surely being operated for a specific purpose.
First, let’s clarify and understand the purpose of operating the website.
Review the Operational Structure and Identify Website Issues
The next thing we need to understand is
Operational StructureとWebsite ChallengesThat's it.
Basically, even though you might not see them, many people are involved in running a website.
For example
Handle website development and system administrationProgrammer
Creating a Website DesignDesigner
Write an articleWriter
and so on.
We also need to know whether they are in-house or outsourced.
If there was a predecessor, be sure to thoroughly review the operational structure and your specific role within it.
In addition,Current Challenges Facing the WebsiteYou also need to be aware of this.
Below, I’ve listed some common issues found on websites.
- The website's design is starting to look outdated
- Traffic to the site isn't increasing
- I haven't received any recruitment inquiries from the company's website
What are the challenges you face with the website you manage?
There are plenty of other issues that are likely to arise, but,Let's identify the highest-priority issues currently facing our company.。
Then, you should start to get a clearer picture of what needs to be done, such as “We need to look into that” or “How about this approach?”
Job Responsibilities of a Web Manager
Now, based on what we’ve discussed so far,
Let's take a look at the main responsibilities of a web manager.
The duties of a web manager can be broadly divided into the following three categories.
Now, let's take a closer look at each one.
1. Web Marketing
"Web Marketing"This covers the broadest scope, and you need to understand this part in order to grasp the other two as well.
To begin withWhat Is Marketing?
"Building a System That Drives Sales"Speaking of which,
As the name suggests, the process involves creating that mechanism on the webWeb MarketingThat's it.
Increase traffic to your website (Customer Acquisition), and get visitors to buy products or services (Customer Acquisition), and turning them into regulars (Becoming a Fan) is its purpose.
To that end, my work involves a wide range of tasks, such as redesigning websites, devising and implementing social media strategies on my own, and outsourcing those tasks.
2. Website (Page) Development
If you don't have a website to begin with, you'll have to start by building one.
Generally, people tend to hire web design companies to create their websites, but,There are also services that let you create websites even if you don't know how to program.。
Therefore, it’s best to choose your course of action based on your budget and the time required to achieve your goals.
3. Adding Content and Managing Analytics
The strengths of the website are
"You can attract customers without running ads"That is the point.
However, to do that, we need to provide plenty of content (pages) that users want to see.
It’s also important to design the site in a way that encourages users to browse other pages, and to analyze the impact of any new content added so that you can apply those insights to future updates.
I think the content you add will vary greatly depending on the type of site, so,By thoroughly understanding your company's products and services,Let's plan some content.
Skills a Web Manager Should Have
If you've read this far,
「Web Manager"I think you're starting to get a pretty good idea of what it's like, aren't you?"
So, as the person in charge of the website, here’s how you can make your work run even more smoothly and successfully
3 SkillsLet me introduce...
Writing
As you know,
We cannot provide in-person customer service online.
In other words, the main way to convey the merits of the company or its products to users is"Words"That's it.
We need to constantly think about what kind of words will resonate with users and motivate them to take action.
To that endWriting Clear and Easy-to-Understand Prose
Writing Skillsis required.
You can develop this skill by consistently creating content, such as writing your own articles or posting regularly on Twitter.
Basic Programming Knowledge
If you have no programming experience,Basic programming knowledge is required.。
You can expand the range of design options for your page, such as formatting text within the page or adding spacing between images and text.
Also, since I have a general idea of what kinds of features can be implemented on the site,It makes it easier to communicate with programmersThat's another benefit.
Basic Design Knowledge
SimilarlyBasic Design KnowledgeIf you have one, you can create simple buttons (banners) or images on your own.
Also, if there are other designers available, you’ll be able to describe the illustration you want more clearly, which should speed up the delivery process.
The web isn't the only part of the strategy
So far, we’ve only discussed initiatives and job responsibilities that are carried out entirely online.
However, the ultimate goal for web managers is
"Increasing the points of contact between the company and its customers (or potential customers) and deepening those relationships"That's it.
Web managers are simply trying to do that online.
What matters most is achieving the company's overall goals.
If none of your online strategies are working, it’s perfectly fine to try offline strategies, such as flyers or events.
Let’s strive to work with a broader perspective without losing sight of our goals.
Summary
What did you think? Were you able to picture what the job of a web manager would entail if you were in that role?
Because the responsibilities of a web manager are so wide-ranging, it’s easy to lose sight of whether your current tasks are really what you should be doing.
So, let’s always make a conscious effort to manage our websites with our goals in mind.
As an aside, once you become a web manager, you’ll probably start thinking about SEO strategies, won’t you?
This article provides a detailed explanation of SEO strategies.
Please feel free to use this as a reference.
