Solving for a variety of challenges, a properly implemented Unified Web Platform can resolve issues created by a scattered web presence.
Large organizations with multiple branches, like state governments, universities, and major media corporations, often face a disjointed online presence. Each department or agency operates with its own budget, distinct stakeholders, unique objectives, and varied strategies for engaging their audiences. This often results in a patchwork of websites, each with its own custom design, different content management systems (CMS), and various hosting providers.
It's tempting to let each entity operate independently. Coordinating a meeting with everyone is challenging, let alone reaching a consensus.
However, the effort to unify the web presence across the organization is invaluable. Without a cohesive web platform, numerous issues can arise.
What Is a Unified Web Platform?
When we refer to a "unified web platform," it's essential to clarify what we do not mean by this term, especially since Drupal can be set up in various ways to manage multiple websites.
While the term unified web platform is broad and can mean many things to different organizations, below are some of the common things it end up being:
- Utilizing Drupal's multisite capabilities to operate several Drupal websites from a single codebase, each with distinct content types, themes, and custom code.
- Employing the Domain suite of modules to create multiple websites within a single Drupal installation, where all websites share the same users, content, and configurations.
- Creating microsites with Drupal, which act more like distinct sections of a larger website requiring their own layouts and design. For instance, a TV network might develop a microsite for each of its shows.
When we talk about a unified web platform, we refer to a comprehensive design system and content model powered by a single CMS.
This unification leads to multiple smaller websites that are easier to manage and maintain. Each site appears related and familiar to visitors, boosting their confidence in the organization. While some websites might not utilize all the platform's features, a content editor can seamlessly switch between different websites on the same platform with ease. The internal user interface and site administration setup remain consistent across all sites.
Unified web platforms are particularly effective for large organizations with subsidiaries that have varying degrees of autonomy, such as universities, state governments, professional sports leagues, and enterprises offering many distinct yet related products. For an example of how this works for the State of Iowa, watch our webinar on building a flexible design system.
When implemented correctly, a unified web platform addresses numerous challenges.
Focusing Blurred Brand Language
Subsidiary websites can sometimes stray too far from the parent brand, leading to inconsistencies. These sites may have their own teams, content creation guidelines, and, occasionally, design systems that do not reflect the larger organization. Brand assets such as logos and slogans might be altered or used incorrectly. Color schemes may not match, and imagery, including photos and icons, might not align with the brand's personality. Typography can appear randomly chosen. The content itself can be self-focused and misaligned with the established brand voice and tone.
Brand fragmentation is detrimental not only for marketing but also for user trust. State governments with agency websites that don't adhere to brand guidelines risk potential fraud, as users struggle to verify the authenticity of a website. Imposter sites become more convincing, leading constituents to approach official websites with skepticism. They are often uncertain whether they are on a legitimate government site or not.
Resolving Inconsistent Security Processes
In an environment lacking a unified platform, some websites might be powered by Drupal, others by WordPress, and still others by custom-built solutions. Some might even reside on a neglected server under someone's desk, collecting dust but still accessible from the outside world. Worse yet, no one keeps track of these sites, making it impossible to know where they are hosted or who manages them.
Security best practices cannot be enforced in such a varied ecosystem. Each software platform's status is uncertain, and security updates cannot be deployed timely or at all. Code goes live without proper testing, and there's no plan for rollback if an upgrade fails. Vulnerabilities are left unnoticed, and the entire system remains exposed.
A unified platform, where all websites operate on the same software stack, simplifies the enforcement of security best practices and the deployment of regular security updates. Implementing a Single Sign-On (SSO) solution becomes easier, enhancing security by centralizing user and access management.
Resolving Web Accessibility Standards across properties
In decentralized organizations, coordinating guidelines and policies across subsidiaries can be challenging. Many legacy systems were not designed with accessibility in mind, and updating them to meet current standards can be costly. Beyond basic elements like alt text, color contrast, and readability, modern content must be structured to convey meaning effectively.
While a unified platform won't instantly resolve all accessibility issues, it simplifies the enforcement of standards and ensures that the basics are covered. Educating content teams on accessibility becomes more straightforward when they use a shared set of tools, facilitating consistency and compliance across the organization.
Minimizing Technical Debt
How many features are duplicated across your network of websites? How many different versions of a contact form or a slideshow are currently in use? Not only have you invested time and money to develop these individually, but you also continue to spend resources to maintain them. These numerous customizations make implementing major design changes nearly impossible. Your total cost of ownership is high and will only continue to rise.
A well-managed unified platform costs less to maintain than the same number of independent websites. It also centralizes quality assurance (QA). When you test features, you test features that everyone uses. When you fix a bug, it's fixed for everyone.
Governance Challenges
Managing content governance is challenging regardless of how your websites are configured, but it becomes nearly impossible without a unified platform. Different content types lead to disorganized documentation. Varying content entry methods fragment training on best practices. Inconsistent navigation and site architecture cause chaotic content organization across sites, increasing the risk of duplicate or conflicting content. For visitors, this results in unclear user flows and confusion about what to do next.
While a unified platform won't automatically solve all content governance issues, it provides a stable foundation. You can build policies and processes with confidence, knowing they won't shift beneath you.
Simplifying Confusing User Experience
Whether users are filing for a permit or submitting an application for assistance, the experience should be consistent. Forms should have a uniform appearance. Navigation should be in the same location across all sites. Alerts should be easily recognizable, no matter which website a user visits.
A robust unified platform will have undergone extensive user research and usability testing. Every website on the platform benefits from this research and testing. Without this consistency, users can become confused and frustrated.
Reasons to Avoid a Unified Web Platform
While we've highlighted the potential benefits of unifying your websites under a single platform, it isn't a one-size-fits-all solution. Implementing a unified platform requires significant time and planning. Ensure your organization will truly benefit from such an initiative. Here are some reasons to avoid a unified platform:
- Your websites cater to vastly different audiences, purposes, and voices. For instance, a state lottery website should differ from a department of education website. Shared branding could be counterproductive.
- Your subsidiary organizations are large and distinct enough to manage their own websites, with dedicated staff to build and maintain them.
- The platform isn't a priority for top-level stakeholders who have the authority to enforce goals and priorities. Just because a unified platform is built doesn't mean people will use it. If there isn't strong leadership advocating for the move, it likely won't succeed.
- Your network comprises different types of web applications. For example, if you have an application driven entirely by remote data sources without editorial needs, it doesn't need to be powered by a CMS.