A company website is ultimately a business growth tool, not just a technical project. Marketing and sales teams are closest to the customer needs and conversion goals, so giving them ownership ensures the site’s content and user experience are aligned with strategy. If a website is treated purely as an IT or design department project, it might look pretty or have cool features, but miss the mark on messaging, lead generation, and customer questions. By contrast, when marketing owns the website, they focus on things like clear value propositions, SEO keyword targeting, persuasive calls-to-action, and funnel analytics – all of which directly drive inquiries and revenue. Sales involvement means the site will include the right qualification information and CTAs that make the hand-off to sales smoother (for example, highlighting case studies, ROI calculators, or “Book a Demo” opportunities where sales knows prospects convert best). Of course, design and development are still critical partners – they execute the vision and ensure good UX and performance. But ownership by marketing/sales means the site is continuously updated with relevant content and optimized for conversion, rather than being a static “IT asset.” In essence, the website is a 24/7 salesperson and marketer for the company. Keeping it under marketing/sales guidance ensures it’s speaking the customers’ language, adapting to market trends, and actively contributing to pipeline, rather than just sitting online as a brochure.
