If online marketing is important to your business then it is key to its success that you consider the best website infrastructure and functionality to facilitate your online marketing strategy. All too often online marketing is only considered once other less important factors have been decided which can reduce the potential online marketing capability of your new website.

When considering how your website is going to work remember to think about the basics the website should have in order to be optimised. Where possible try to factor in rules, automation and settings which will fill in the basics for you to reduce the manual requirement and negate human error or lack of intervention.

Your pre-build web spec should include details of the infrastructure and functionality which enables your online marketing and you must be sure you understand how this will work.

Remember your website’s infrastructure will effectively define how your online marketing will function. If online marketing is crucial to your business then you need to be sure you know what the infrastructure needs to deliver. If you aren’t absolutely certain of what you need then I advise you seek advice from someone who is!