The trap of maintenance
Scroll down
General edits/fixes
Homepage updates
Blog/news/content pages
New landing pages
Product pages
Navigation/site structure
Adding video/embedded content
Pricing page updates
Other
Comparison pages
PPC
Voted yes
Voted no
The more sites you manage, the more people, tools, and coordination you need, and the harder it is to do any of it well. Multi-site management scales as companies grow.
32% of small businesses need multiple sites
68% of MM companies have multiple sites
83% of enterprise companies have multiple sites
SMB
Mid-market
Enterprise
22%
43%
53%
Teams need control over their own properties
15%
19%
38%
Localization
10%
23%
25%
They have legacy constraints
8%
30%
30%
They have historical acquisitions to deal with
Rebrands fix how it looks, not how it works
Less than half of companies (41%) do a rebrand or redesign every one or two years. When they do, it’s because the brand already looks outdated (30%).
Brand looked outdated
New company or product messaging
Switching to a new backend
Problems with site structure
New marketing leader's initiative
Poor conversion performance
Other
Mid-market rebrands coincide with new messaging
Enterprise rebrands are the longest and least predictable
20% of enterprise respondents say their company rebrands every three to five years. 19% said they go five or more years between redesigns. But 20% weren’t sure when the last rebrand happened.
No one group owns the website. Design (70%) and marketing (56%) are involved in publishing new webpages most often, followed by agencies or freelancers (32%). But “being involved” isn’t “being in charge,” and at no company size does a single group clearly own the website.
At SMB, ownership is split between design, marketing, or agencies. At mid-market, marketing leads, but design, IT, and engineering all have a stake. At enterprise, it’s the most fragmented.
SMB
Mid-market
Enterprise
35%
41%
23%
Marketing
28%
21%
32%
Design
8%
11%
6%
IT
3%
9%
8%
Engineering
2%
3%
19%
Agency/freelancer
18%
15%
16%
Shared
More owners,
slower shipping
Stakeholder feedback slows projects down as much as development. It gets worse the bigger your company gets.
16%
of small companies cite stakeholder feedback as the main bottleneck.
29.3%
of mid-market companies say stakeholder feedback is a bottleneck.
22.1%
of enterprise companies say stakeholder feedback is the longest part of the process.
SMB
Mid-market
Enterprise
29.1%
Yes, frequently
40.9%
Yes, occasionally
21.9%
Rarely
Every stalled page has a price tag
If your team ships two fewer landing pages per quarter because of approval bottlenecks, and each page drives $50K in pipeline that’s $400K a year left on the table. Not because the work wasn’t ready, but because it was stuck in review.
Marketers feel it worst. 82% report deprioritization, with 42% saying it happens frequently. Frontend developers and designers aren’t far behind (74%, 68%).
27%
of enterprise teams take over a month to publish a single landing page.
61%
54%
of mid-market companies get one live in a week or less.
