Over five billion people use the internet daily, making a well-managed website an essential digital point of contact. If your company’s site is outdated, hard to navigate, or poorly maintained, it can damage its professional reputation just as much as a missed meeting or typo-filled report. We discuss reasons for why PAs should manage their company’s website…
As a professional personal assistant, your role may encompass a vast range of tasks and responsibilities. While these tasks may vary, their ultimate goal is to streamline and simplify workflows and ensure every detail of your employer’s personal and professional life runs smoothly.
If you work for a small business, or support a marketing exec, one key role that may fall under your responsibilities is managing the company’s website or online presence. While this role may not seem to align with traditional PA roles, it can significantly support the company’s image and efficiency, which, in turn, will benefit your boss.
Why PAs should consider managing their company’s website
Effective site management requires a consistent, proactive approach. When you optimise this approach, you can provide numerous benefits, such as:
Protecting credibility
Managing a company website starts with keeping its web content current and relevant. Regularly updating your site ensures it creates a good impression and accurately reflects services, expertise, and other relevant details. This not only presents a professional image but also helps maintain company credibility.
Outdated content can undermine trust and misrepresent your company’s capabilities, so timely updates are essential for reinforcing authority and staying competitive.
Maintaining a functional site
Fast-loading, simple-to-navigate websites are essential for lead generation and can enhance your company’s professional image. Over time, this functionality can help to secure more clients and contracts.
When managing the site, you may need to collaborate with web developers and designers or adopt a content management system (CMS) like WordPress or Joomla to ensure it runs smoothly and performs reliably on desktop and mobile devices.
Tracking analytics is another powerful strategy for optimal management. Web analytics provide a wealth of information about user behaviours, traffic rates, and how visitors interact with different types of content on the site. You can use this data to develop future management strategies that effectively engage the target audience and improve the recognition of the business’s brand online.
Establishing brand consistency
Aligning your company’s online content with its brand identity is essential for building trust and attracting high-value clients. Establishing a consistent brand presence across the website reflects professionalism, authenticity, and attention to detail.
As the site manager, you play a key role in maintaining this alignment. This includes ensuring that content matches the company’s voice and values, overseeing formatting, editing for clarity and tone, and coordinating the publication of new content such as blog posts, videos, and announcements that reinforce the brand.
Providing excellent service to customers and clients
Delivering excellent customer service requires time, consistency, and attention to detail, which is something not all teams can manage manually at scale. By actively managing the company website, you can ensure all customer queries submitted through contact forms, chat tools, or email links are monitored and addressed promptly.
Clients who receive timely, relevant responses to their messages are more likely to do business with a responsive company, which means you have the potential to improve lead generation and customer retention efforts.
Keeping digital data secure
In 2024, the average annual cost of cybercrime for businesses was estimated at approximately £1,120 per victim, making security a must-have feature on any company website. The more secure a site is, the better you can avoid issues like downtime, fraudulent activities, DDoS attempts, and personal data theft—all of which can lead to monetary loss and irreparable reputational damage.
Your role here could include implementing the latest security protocols and updates to protect the site from a range of cyber threats. Working with a cybersecurity specialist can assist you in safeguarding the site and preventing any private information it contains from being accessed by suspicious third parties.
Taking control: why PAs should manage their company’s website
Taking on the responsibility of web management can offer numerous benefits for the company you work for and yourself.
Benefits for PAs
Whether you’re managing one of the 43.1% of global websites using WordPress, Joomla, or another CMS, or you’ve taken control of a custom-coded site, you’ll need many skills to do so successfully. From technical management and analytics assessment to content management and data organisation, these skills can make you a more valuable asset to future employers, creating more opportunities to advance your career.
Managing the website in a way that promotes success can also boost your visibility in the workplace. By producing notably positive outcomes, you can establish your reputation as a skilled and reliable worker committed to accuracy in your role. This may also enhance your job satisfaction as you’ll know you’re significantly contributing to the business’s success.
Advantages for employers
One of the most immediate benefits of effective website management is time savings for the broader team. Maintaining an up-to-date site takes ongoing effort, and by handling this internally, you free up leadership and key staff to focus on high-level initiatives like strategic planning and business development.
A well-managed company website ensures the brand maintains a consistent, professional digital presence. Keeping content current—from service offerings and team bios or profiles to blog posts and resources—reinforces the company’s credibility and authority. As a PA, you are also in the ideal position to source this information and ensure time-sensitive information like press releases or launch details is added to the site promptly.
Regularly publishing fresh, relevant content can also improve engagement and build stronger relationships with target audiences. When paired with SEO best practices, these updates enhance search visibility, helping the business attract new prospects and growth opportunities.
Website management for collective success
When you take on the management of a website as a PA, you create a mutually beneficial situation. You may gain invaluable skills that contribute to your career development, and the company will benefit from a well-maintained, up-to-date, and engaging online presence that supports its goals, enhances its credibility, and strengthens its connection with clients and stakeholders.
