This masterclass explores how to manage a website as a dynamic business asset that supports brand, customer and commercial objectives. It examines how changing customer behaviours, evolving technologies and shifting organisational priorities influence strategic website decisions.
The focus is on assessing performance, identifying development priorities, and building a roadmap that connects audience insight, design, and business objectives. It also considers how AI, automation and emerging digital platforms are influencing website management and optimisation, providing a clear framework for evidence-based decisions that balance user experience with long-term strategic goals.
For marketers responsible for managing, improving, or evolving their organisation’s website. Ideal for those overseeing digital strategy, working with cross-functional teams, or planning a redesign or technology upgrade.
- Evaluate the strategic role of the website within brand and business strategy
- Assess website performance using analytics, behavioural insight, and benchmarking
- Identify and prioritise areas for optimisation and long-term development
- Align user experience, design, and content with brand and commercial goals
- Build a roadmap for website growth, investment and governance
- Integrate AI and automation to enhance capability and efficiency
- Collaborate effectively across marketing, design and technical functions
- Maintain quality, accessibility, and consistency across the digital ecosystem
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
Really enjoyed the course - it made me realise the importance of UX throughout the whole project and made me think about aspects I hadn't considered. I liked the different examples as this helped bring the subject to life.
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Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
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