A thriving web starts with people, not design and modules
People are generally quite good at working within projects that have defined start and end points, as this means a manageable and fairly predictable scope and direction. Typically, we’re not quite as good at defining and maintaining efficiency in an ongoing context, where there is no clear end state. It’s precisely in this phase, once the website has launched and the notion of “completion” disappears, that we can begin working in a direction that enable us to harvest the fruit of a web investment that hopefully has put us in a place where we can deliver value for both ourselves and our users. At this stage, aspects other than design, modules, and features become way more crucial. Now, it’s much more about the organization’s internal processes and the editorial enjoyment found in the daily work with the website.
From launch to long-term value
Most web projects kick off with high ambition and great enthusiasm: clear objectives, well-defined audiences, stylish design and ”think outside the box” workshops. However, a few months after launch, something often changes. The pace drops, updates are delayed, and the site content quickly feels outdated. This is not down to a lack of will or commitment, but rather because editorial and organizational perspectives were overlooked in the project, meaning that compatibility between the organization, the website and the CMS platform was not structurally ensured.
The choice of CMS is important, as it forms the foundation for the organization’s ability to continuously develop its website. The CMS decision should place less emphasis on technology and much greater focus on how your employees actually work, what goals you’re trying to achieve, and the bottlenecks you often get stuck in. When editors lack simple tools, clear processes, and flexible components, the effort soon becomes tedious, which, over time, inevitably results in a static website. Conversely, when workflows run smoothly and the system supports the team in their everyday tasks, the chances of keeping the site vibrant, up-to-date, and valuable increase significantly.
The overlooked audience – the ones running the site on daily basis
In web projects, people often talk about the needs of users. That’s good, but the ability to meet those needs usually hinges on relevant content being made available to users in a timely fashion. That’s why it’s somewhat concerning that so few talk about the needs of editors and digital marketers even though they are the ones who, in practice, shape the visitor experience every day.
Questions that should be given in every web project include:
→ How quickly do we need to move from idea to published content?
→ What is our drivers for change and based on this. how big is the value of being able to work independently in the system and grow with less dependencies to developers or designers?
→ What is our need for reusing our content across multiple channels?
→ What do our roles, workflows, and responsibilities look like, and what requirements does this place on the CMS?
If these questions are included at the start of the project, your chances of not just running a website, but also evolving it, are significantly higher.
Job satisfaction feeds engagement. Engagement feeds value
A well chosen CMS is a one that reduces friction between people and technology and where editors work in a flow that feels natural for them based on how they work. Thats the bottom line. Add to that intuitive templates, flexible reuse, and support for collaboration and you have put yourself in a quite good position. These things lead to more than just time savings:
Higher quality and more consistency in publishing.
Faster response to market changes and audience needs.
Empowerment and job satisfaction among editors since they feel in control and enjoy creative flexibility.
A study by the Content Marketing Institute (2025) shows that when repetitive tasks are automated and workflows are clear and system supported, editorial and marketing teams experience more efficient processes (47%) and fewer tedious tasks (57%) - exactly what we’re looking for if we want to make web work feel faster, lighter and more enjoyable day to day.
View your CMS as a catalyst, not just a tool
The website is the heart of many organizations marketing. In that context the CMS is the blood vessels that carries content to keep the marketing heart beating. A well-chosen CMS aligns with your internal processes and thereby creates:
Organizational efficiency: roles, responsibilities, and workflows run smoothly without bottlenecks and are manifested in continuous content operations.
Editorial freedom: editors can create and decide how content is presented themselves, giving them the conditions to continuously maintain a dynamic and lively web.
Flexibility: the system can be continuously adapted to changing needs rather than new requirements having to be set aside due to system limitations.
For your organization, this means that the value of a website doesn’t lie in the launch, but in how it continues to evolve and perform—externally and internally—long after.
Three tips for more vibrant and sustainable web work
1. Set goals for the editorial team, not just for the website. How often should content be published or reviewed? How quickly should you be able to respond to new needs? What do you need to be able to do yourselves versus bringing in external development support?
2. Give editors and marketing teams a strong voice in the choice of CMS. They know where the friction is and what would ease their everyday workload. Support for their input in platform selection are the most solid base for that the system will be used to its full potential.
3. Measure internal efficiency. Time to publish, number of manual steps, and team satisfaction are all relevant indicators of a vibrant web and editorial engagement.
Take away
A website that’s simple and enjoyable to work with is one that continues to grow, evolve, and create lasting value. That’s why choosing a CMS should be seen as an investment in people and processes, not just technology.
When your editors thrive, so does your website—and, most likely, your visitors too.