Choosing a Content Management System (CMS) is a complex process. With options ranging from DIY platforms like Squarespace to enterprise-grade SaaS solutions like Drupal, the process can feel overwhelming.
But there are ways to improve your odds of making a successful CMS selection. And by "successful," we mean:
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Cost is fair when balanced with expected return. The lowest-cost CMS is rarely the best option. You get what you pay for.
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Business and marketing requirements are met using existing out-of-the-box CMS features with a reasonable implementation plan.
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Ease of use. Drag-and-drop is a nice feature of Squarespace but is dangerous for medium and large organizations. Focus on the features you’ll use most day to day. Are they easy to use?
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SEO, GEO, Accessibility, and analytics-friendly.
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Robust integration capabilities. Most non-trivial websites will require complex features and expert implementation. Can it integrate with your back-end systems?
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Search technology and AI chatbots. The CMS supports advanced search functionality to help users find your content.
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Hosting. The cost and uptime stats of the hosting platform are reasonable.
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Vendor experience and longevity. The vendor and CMS platform has been there and done that.
Let’s start by reviewing the types of CMS platforms available today.
Types of Web CMS Platforms
Breaking down CMS platforms into categories helps to understand the market and where your organization fits within it:
- DIY Platforms: Ideal for sole proprietors or small businesses with basic needs.
Examples: Squarespace, Wix, GoDaddy
- Small to Medium Platforms: Suitable for websites with a moderate number of pages, integrations, and functionalities.
Examples: WordPress, Kentico, HubSpot, Titan CMS
- Large Platforms: These cater to large enterprises with extensive content management needs, featuring advanced functionalities like headless CMS and data management with import / export features.
Examples: Sitecore, Adobe Experience Manager, Titan CMS
Your business size and website complexity are the first factors for determining the type of CMS and the type of vendor you will need.
How to Choose a CMS
Follow these steps to choose the right CMS for your organization:
- Define Business and User Needs:
Users arrive at your website with goals in mind. Some seek to qualify you -- check your crediblilty. Others go straight to products or services. What problems are you solving? For what audiences? A comprehensive website strategy will help to guide you. This first step should be aspirational. Your website is your best salesperson and best marketer personified. What knowlege is in the heads of your best people? Your website should make this knowledge available and accessible.
- Conduct Market Research:
Visit software review sites like G2, Capterra and others to read actual user reviews.
- Evaluate Vendors:
With a strategy in hand, contact CMS vendors and ask for demos showing the key features that match your requirements. Assess the support and training offered. Support and training are critical for a successful implementation and for your going forward relationship.
- Proof of Concept:
With your list of finalists, revist the features that you think will be your key decision points. Ask for final live demos, or even simple proof of concepts (POC) of key features, to be assured the vendor can deliver. It your request is complex, offer to pay a small fee to show that you are serious.
- Make a Decision:
Based on your evaluations and overall needs, you’ll be well-positioned to choose the CMS that best fits your business requirements.
But don’t make your final decision without keeping these secrets to successful CMS selection in mind throughout your selection process.
Secrets for Successful CMS Selection
Our expert team has more than 25 years of experience helping organizations of all sizes and across all industries choose the best CMS for them. We’ve seen firsthand what works and what doesn’t, and we want to make sure you end up making the best choice for your unique needs.
When following the steps outlined above, keep these insider tips in mind:
Secret #1: Always Start with Strategy
Your website/UX strategy should guide your CMS vendor selection. Without it, you’re really just guessing. Know where you want to go before you begin your CMS selection process.
Secret #2: Ignore UX to Your Peril
Good UX (User Experience - Youtube Webinar) is an absolute must for website success. Great CMS systems – and the teams behind them – facilitate good UX. Find a vendor who lives and breathes it, and don’t compromise.
Secret #3: Show, Don’t Tell
CMS vendors will say they can do everything you need, so you must show them instead. Create prototypes or wireflows for critical pages and functionality. Have your potential vendors verify that what you need is doable – and at what cost.
Secret #4: Choose a Team, Not Just a Tool
The knowledge and experience of your CMS team can make all the difference. Make sure the team behind the tool knows their stuff and is a good fit for you.
Secret #5: Ditch the Spreadsheets
Knowing what features you need is important. Creating complex features comparison spreadsheets isn’t. Vendors will say they can do it all, and these lists won’t reveal the differences that really matter.
Bonus Secret: Don’t Get Comfortable with Comparison Charts
Visual charts with high-level comparisons of popular CMS systems feel oh-so satisfying. They make selection seem neat and tidy, but in reality, they don’t account for nuances. Use them for initial research only.
Final Thoughts
Selecting the right CMS is a strategic decision that can significantly influence website effectiveness. By understanding the complexities of CMS platforms and engaging with vendors effectively, you can make an informed decision that aligns with your long-term digital goals.
Above all, start your CMS selection armed with a strategy to guide you. With the right strategy, the right CMS, and the right supporting vendor, companies can enhance their digital presence, streamline content management processes, and improve overall operational efficiency.
You’ve got this!
If you feel like you don’t actually have this after all, we’re here to help! Reach out to us anytime. We’ve led dozens of organizations through the CMS selection process and can help you make the right choice, too.