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Why Your Marketing Team Cares About Your Web Hosting

How web hosting impacts digital marketing

 

Whether marketers know it or not, they care deeply about the quality and reliability of your web hosting provider. While you may not be asking them about the impacts your web hosting is having on your marketing key performance indicators (KPI), you should. At JetRails, we’re the recommended hosting partner of many marketing agencies and are very aware of why these firms treat web hosting as a crucial success factor. Here are some of the top reasons we hear about consistently:

Website Loading Speeds

Search engines don’t want to recommend slow websites, and individuals don’t want to use them. Marketers can’t make up for shortcomings in your website loading speeds. If your site is hosted on antiquated server hardware, isn’t using a content delivery network (CDN) and edge caching systems, or is otherwise sluggish, it will impact page loading speeds. Slow webpage loading speeds lead to poor search engine rankings, low digital advertising quality scores, and lackluster website conversion rates. 

Whether you have an eCommerce site using a platform like Magento or WooCommerce, or a lead generating site on Drupal or WordPress, you can measure your website loading speeds and track the impacts on your KPIs as you make improvements. You’d be surprised at just how impactful site speed can be

Website Security

Responsible security measures usually cost a fraction of your marketing budget. However, a lack of website security can lead to catastrophic results that can quickly eviscerate your marketing gains. 

Whether your site is inoperable for a period of time or you have to notify your users of a data breach, not all press is good press. While your site is inaccessible or blacklisted as a security threat by Google, you can see search engine rankings and other hard-earned gains backslide. Until you’re dealing with website security failures you don’t realize just how disruptive they can be. 

Website Scalability

Every digital marketer’s dream is to wake up to find out that their campaigns are outperforming expectations, which can mean that your website is experiencing a traffic surge or spike. However, if you haven’t run a proper website load test, are you really ready for a high-traffic event? Failing to prepare for a web traffic increase can leave your site inaccessible right when you need it to be its most reliable.

Website Stability

It should go without saying that a website needs to be stable and dependable. While speed, security, scalability, all have roles to play in the reliability of your website, overall site stability goes deeper. It includes proper configuration and optimization of your hosting environment, including addressing any server errors or other issues that may occur with your particular website. If users are seeing a 5xx error page, for example, your site is losing out on conversations and alienating users.

Website Monitoring

Are you keeping track of site issues 24/7/365 or are you waiting for your website visitors to inform you of problems? Premium web hosts like JetRails are staffed and equipped to monitor your hosting platform round-the-clock. That includes watching uptime, hosting resource usage, security anomalies, and loading speeds. Ideally, issues should be identified and resolved as quickly as possible in order to minimize any potential damage to your reputation or your bottom line. Your web host should be playing a big role in proactively monitoring your website.

Dedicated Hosting Environments

There are times when a shared hosting account will do the trick. However, when you’re investing in marketing campaigns, you’re much more likely to choose a single-tenant hosting environment from a host that specializes in dedicated servers, dedicated cloud hosting, or both. The reasons are going to relate back to speed, security, and reliability. A multi-tenant hosting environment is not optimized and configured around your website, it’s optimized for cost. In transportation terms, it’s a public bus – it’s not going to be your choice of conveyance when you absolutely can’t be late. 

Website Compliance

As a marketer, you want to be engaged with campaigns and clients that will be successful. You’re undoubtedly talking to your customers about any data privacy regulations like GDPR, CCPA, and HIPAA that they may be responsible for. If those clients are engaged in ecommerce, you have a vested interest in the use of a PCI compliant web hosting platform. You don’t want to be associated with helping to promote a business that hits the news cycle for non-compliance, and the right web hosting can play a big role in making sure that websites are meeting compliance standards.

Hosting Support & Communications

Whether it’s related to strategic planning or addressing an active support issue, you need to know that your clients have a web hosting vendor that you can consistently work with both quickly and effectively. You need a host that understands that the projects you work on are mission-critical, and that is staffed to address your requests and solve your issues at all times, with hosting experts at the ready for phone and email support. You do not want to miss key marketing campaign opportunities over a web-hosting issue that should have been resolved in a timely manner, but instead, was kicked around for days or weeks.

Want to know what it’s like to work with a web host that understands and meets the expectations of expert marketers? We’re here to work with you to empower mutual customers to grow and thrive online.

About The Author
Robert Rand
Director of Partnerships & Alliances

Robert is the head of partnerships at JetRails, a mission-critical eCommerce hosting service. Robert has over a decade of experience in helping merchants benefit from sound eCommerce and digital marketing strategies, assisting organizations of all types and sizes to grow and succeed via digital commerce. Robert is a frequent author and thought contributor in the eCommerce industry, and hosts The JetRails Podcast.

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