Is Your Website a Forgotten Asset? Here’s Why It Matters More Than You Think
It happens all too often: companies let their websites go stale, believing they’re not a lead generation channel. “We don’t get customers that way,” they say. And that’s true—because they’ve never invested the effort to make it one…
If your website is just a placeholder, you’re overlooking a powerful tool for building trust, generating leads, and supporting your business development efforts. A website can be so much more than a digital brochure (and yet I still hear people talk about it like that!); it can be the start of a customer’s journey with you. But if it’s left unloved, collecting dust, it will never live up to that potential.
Why Websites Get Left Behind
For some companies, the website falls to the bottom of the list. Maybe it’s seen as just a “nice-to-have” or an afterthought in the overall business strategy. Why does this happen?
No Clear Ownership: Often, websites lack a dedicated owner—someone (or a team) who sees it as their mission to ensure it’s fresh, relevant, and valuable. Without ownership, it falls through the cracks.
Old-School Thinking: Some still view websites as static repositories of information rather than dynamic touchpoints for customer interaction.
Assuming It’s “Not Our Channel” : If you assume your customers don’t engage with your brand through the website, you’re less likely to invest in it—creating a self-fulfilling prophecy where, because you don’t invest, it doesn’t perform.
The Convenient Focus on Tech: Why It’s Not the Answer
When a company decides to revamp its website, there’s often a rush to focus on tech. Do we need a better CMS? Should we add HubSpot (or other Marketing tech) integrations? Should we optimise load times? I know how much Tech people (especially) love to jump into “fixing things” under the hood. But all of this skips over some fundamental questions:
Why does your website exist? What role should it play in your customer journey?
Of course, tech is important. A good CMS or seamless integrations can make managing your site easier. But if there’s no clarity on why the site matters and how it supports your marketing and business development strategy, the tech won’t deliver results. Too often, companies think a technical overhaul is a magic bullet. But without a clear purpose, all the fancy tools in the world won’t make a meaningful difference.
The Self-Fulfilling Prophecy of Neglect
When companies believe their website isn’t valuable, they don’t invest in it. And because they don’t invest, it never performs well, reinforcing the belief that it’s not worthwhile. It’s a cycle that’s hard to break—unless you’re willing to rethink your approach.
If you’ve ever thought, “We don’t get leads from our website,” it’s worth asking: Have we ever set it up to?
Turning the Website Into a Growth Engine
Instead of viewing the website as a “necessary evil,” what if you considered it a strategic asset—one that can play an active role in your growth strategy?
Define Your Website’s Role in the Customer Journey
Start by asking why your website matters. Is it there to educate potential customers? To bring in leads? To support existing clients? Different answers mean different priorities, and knowing your website’s purpose will drive a far more focused approach. That’s even more important in B2B, with long sales cycles and multiple phases and touchpoints.
Optimise for Discovery
If you want your website to generate leads, then make sure people can find it. This means understanding SEO, user intent, and creating content that aligns with what potential customers are searching for.
Focus on User Experience, Not Just Tech
A CMS or integration doesn’t add value if it’s not enhancing the experience for the end-user. Your website should be easy to navigate, visually engaging, and aligned with your brand—elements that require a strategic approach, not just a technical one.
Measure and Refine Based on Data
Websites are living assets that require care and feeding. Use analytics to see what’s working, what’s not, and be prepared to adjust. Set real goals, like engagement or lead conversion, to measure your progress.
Don’t Let Your Website Be a Missed Opportunity
Websites really can be powerful growth engines, no matter what your business is, but only if we take the time to define their purpose and approach them strategically. So, if your website feels stale, neglected, or irrelevant, maybe it’s time to shift perspective. Instead of asking what tech it needs, ask what purpose it serves - that’s WHY over HOW.
With the right focus, your website could go from a forgotten asset to a vital channel for connection, engagement, and growth.