Website
TM's Marketing Website (Techmission.co.za) is led by the TechMission Team and anyone can contribute. Please visit the Trello board to file issues and make requests.
Metrics
There are many digital marketing metrics we track for the website. These include page views, unique visitors, time on site, and conversion metrics for key funnels. These detailed metrics are leading indicators for the health of our website and are internal to TM.
Objectives
Serve the needs and interests of our key audiences:
Clients of TM: Online community developers.
Community of TM: Partners.
Learning hubs: Grace2Learn hubs.
Generate demand for TM by:
Showcasing the benefits of the most important TM features and how they can maximise their learning experience.
Compare TM vs competing products.
Provide customer case studies which illustrate 1 and 2.
Scope
The TM marketing website, or simply the "TM Website" refers to all of the content on https://Techmission.co.za except the blog and handbook.
The website does not include
The Docs: docs.TM.com
The Handbook: about.TM.com/handbook
The blog: about.TM.com/blog
See Where should content go? to learn which web property is the most appropriate place to put different types of content. To learn what section of the website different content belongs see definitions.
Pages supported by Strategic Marketing
The TechMission team supports the design, development, and strategic integration of the following pages with content from TM. You can see the performance of these pages in the Strategic + Growth Marketing dashboard.
Learn in about.TM.com/learn/
Clients in about.TM.com/clients/
Ownership and responsibilities
Everyone can contribute to the marketing website. While the TechMission teams have primary responsibility over the website, the goal of these teams is to build systems, structures, and processes and empower everyone to contribute. Below is a breakdown of the ownership between TechMission team.
Website team
The website team (part of marketing) is responsible for the design and development of the website. Marketing website team documentation and workflow.
Inbound Marketing
CTAs (Calls to action): The TechMission team owns all buttons on the website including which pages get CTAs, the text used and where they link to. (Note: the website team still owns the design and styles of the buttons to ensure they are consistent and on brand.)
Build and implement online growth strategy:
Search Engine Optimization
Paid search and social
Conversion Rate Optimization (CRO) and a/b and multivariate testing
CRO Process: Not all changes to pages need to be tested, only pages that we want to optimize for conversion activities. These pages/elements are often being tested
Homepage
Top navigation
Pricing page
Free trial
Please check A/B test issue board for pages you plan to update. The URL will be the first word or HP for the homepage. If you have an update to any of the pages in the Doing column contact
Web analytics, tracking, and reporting
Our Google Tag Manager system is designed to flexibly track a variety of events using Google Analytics across about.TM.com. Whenever we launch a new campaign we need to verify tracking performs as expected. Please use this issue template to verify campaign tagging.
User journey optimisation
Updating the Marketing Website
Requesting Support
If your team is unable to update the website, or you need additional levels of support please visit this section for Requesting Support
The time needed for your webpage request will vary on a number of factors, including, but not limited to:
The number of pages (URLs) being created
The level of design work
If you are using an existing page template from the design system
If you are asking for complicated web design elements v. simple lists
If you are able to provide all images for the page
The level of content support
You or your team's ability to edit a webpage using TM
Set yourself up for success
Know the URL and keywords you want to use
Search Team Issue Templates to Request support
Provide the layout you think would work best from existing pages or existing blocks
Tip: You can use the Blocks section in Slippers to ‘shop’ for blocks and gear your content to designs that already exist.
Provide the content in the layout of the existing block or page template
Provide all the files for images (assets, logos, etc.)
See image guidelines for specs
To officially begin the request, submit a brief via Slack.
Naming conventions
Use consistent language across the site when naming links, page names, directory names, page titles, etc. If you see inconsistent language, log an issue to correct. We useSouth African english on the site. Here are some examples below. If in doubt, ask in the #marketing slack channel for language help.
Do use nouns when appropriate
/product/
/community/
/events/
Do use the imperative tense as much as possible
Get started
Install
Contribute
Don't use noun forms of verbs
Installation
Contribution
Don't use present participle ("ing" words)
Installing
Getting started
Contributing
Nouns may end in "ing"
Pricing (link to with the imperative "Get pricing" or "See pricing")
Training (link to with the imperative "Get training" or "Find training")
Creating new pages
Use MVCs to update the website. Create new pages and add the minimal amount of viable content. You can add images and more content in iterative steps.
All pages should use lowercase URLs to help avoid unintentional errors when linking to pages on Techmission.co.za.
We have 10-20 seconds to tell visitors why they should stay on our pages. Tell visitors what value the page will give them. Start with a high-level summary opening the page. This could be as simple as a single sentence, but we shouldn’t put the burden of discovering the value of the page on visitors.
The page title and URL should include keywords visitors might use to discover the page you’re creating. If you’re not sure what terms a visitor might use, ask the TechMission team for suggestions in your Request. We have a list of high priority topics and recommended keywords to use.
Website Workflow
Below, view a video that shows a typical workflow to update the website.
In the TM Unfiltered video below, marketing operations manager, Wil S., social marketing manager, how to add a new page to your section of the handbook complete with a new main page and table of contents.
Creating a new page
To create a new page you for follow these steps:
Create an issue in the website repo
Create a request for the issue on Trello.
@TM-website
If you are seeking assistance or need the attention of the website team, please include @TM-website in the issue description to ensure the website team sees it. The @TM-website handle is a group in TM that the website team uses to be notified of issues.
Updating the team page and org chart
See the team structure page for more info on specialties, expertise, and mentorship availability to a listing.
Creating and publishing your TM README
As part of TM's transparency value, we encourage each TM team member to consider adding a README — a great tool for transparently letting others know what it's like to work with you, and how you prefer to be communicated with.
Purpose of READMEs
When people are working together for the first time, there's a certain amount of mental and emotional energy exerted in getting to know someone. You're simultaneously doing the work, while trying to confirm or challenge preconceived notions about how a person prefers to be communicated with.
On an individual level, this requires a person to project the ideal version of themselves into each meeting, as it is assumed that this projection is the only meaningful way for another person to understand who they are and how they prefer to communicate and work.
READMEs provide a genuine report on how a person works, reducing bias/assumption and enabling people to work together based on a common framework.
Making your README visible
Once your README is created, consider adding a link to it in the following places.
Google Doc agendas or calendar invites
Your TM.com profile
Slack profile
Email signature
This provides maximum visibility to others, so that they may ingest your README in advance of working with you. This allows them to take your working style and communication preferences into account, ideally increasing the overall level of empathy expressed.
READMEs are particularly powerful when working with those outside of TM, who may be unfamiliar with our values. A README is a beacon of transparency, and helps set the tone for any working relationship.
Requesting Website Updates
If you'd like to propose new pages for the TM website and the update is more complicated than creating a new page on your own, you can request help from the Website team. New changes or updates with a due date should be requested with sufficient lead time to process the request, allocate resources, iterate, and produce related items.
Before requesting help, create the content that you want to go live. E.g. draft the exact words that you want updated.
To request help from the website team to update the site, create an issue in the www-TM-com project
Add the specific content (exact wording and images) in the issue description that you want to put live on the website. Note: If the content is unclear, the issue will be assigned back to you to clarify the content before the website team will begin development work.
add the Website label
ping @website-team in the #website slack channel.
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