Somebody inside your company has to own this

We have watched enough of these to be confident about the cause. A rebuild is agreed, the design is approved, and then it sits at the content stage for four months because nobody inside the company can answer questions about the products.

What the owner actually has to do

Less than people fear. The role is not writing the site. It is being reachable and deciding things.

• Answer product questions. What grades do we actually make. What is the real minimum order. Which certifications are current.
• Approve copy. Read it and say yes or fix it. Nobody outside knows your trade well enough to be unchecked.
• Find the assets. The logo file, the certificates, the photographs that exist somewhere.
• Decide when there is a disagreement. Sales wants one thing, the founder wants another. Somebody has to call it.

Realistically two to four hours a week for the length of the build.

Who it should be

Somebody who knows the products and can get a decision made. In most established Indian businesses that is a family member in the business, a senior sales person, or the plant head. It is almost never the person who happens to be good with computers, and it is almost never an intern.

It also should not be the founder alone, unless the founder genuinely has the hours. Projects run by somebody with no time stall exactly like projects run by nobody.

After launch

The job shrinks but does not vanish. Somebody should own four things: adding new products, keeping certifications current, checking the enquiry form still delivers, and noticing when the copyright year needs changing.

An hour a month covers it, and the maintain tier is that hour done by us. Sites decay because that hour belongs to nobody.

If nobody can own it

Then wait. That is a real answer and we would rather say it before starting than three months in.

A rebuild with no internal owner produces a site full of placeholder text and last year’s certifications. That is worse than the dated site you already have, because at least the dated one is honest about its age.

Written by Sameer Gaikwad, founder of Buildgin. Thirty three years in electrical power systems across global MNCs, now applying the same condition monitoring habit to websites.