If your website only informs but doesn’t evolve – it’s not working for you.
Why do most websites fall short
In many companies, a website is still treated as a digital business card.
Marketing publishes content, IT maintains the structure, and Sales hopes it generates leads. But who’s looking at the customer journey holistically?
Often: no one.
The result?
A static site, outdated content, broken links between teams, and – worst of all – missed opportunities to create value.
The real problem: Silo thinking
Let’s imagine this:
- Sales want more leads and ask for landing pages.
- Marketing pushes new content – without knowing what Sales is really selling.
- IT updates the system… without understanding either team’s goals.
The outcome? Everyone works around the website.
But the website itself – the centerpiece of your digital customer experience – becomes a bottleneck.
In a Salesforce study, 80% of customers say the experience a company provides is as important as its products or services. If your website doesn’t deliver that experience, you’re already falling behind.
The website as an agile system
A modern website is no longer a finished product.
It’s a living system.
It evolves with your customers. It reflects changes in your offer, positioning, and service delivery.
And like any agile system, it thrives when:
- cross-functional teams collaborate,
- iterations are welcome,
- feedback loops are active,
- goals are shared across departments.
Agility in the back end + flexibility in the front end
= better customer experience.
Case in point: From chaos to clarity (MedTech example)
One of my clients – a mid-sized MedTech company – had a problem:
- 3 business units, 1 outdated website.
- Sales worked with email templates and PDF brochures.
- Marketing published blog articles that no one read.
- IT updated plugins but didn’t touch UX.
We introduced cross-functional sprints:
Sales, Marketing & IT met every 2 weeks. Together, they defined new content needs, customer pain points, and optimization ideas.
We built an agile structure around the website:
- Easy-to-update CMS
- Clear roles & responsibilities
- Fast feedback cycles
- Automated lead tracking & analytics
In 6 months:
- Time to publish a new page dropped from 3 weeks to 3 days.
- Lead quality improved by 42%.
- Team satisfaction? “Finally, our website works with us.”
Agile frameworks that work
Here’s what you can apply to your team:
| Area | Traditional Website | Agile Website |
| Structure | One-time project | Continuous improvement |
| Ownership | IT or Marketing only | Cross-functional ownership |
| Updates | Quarterly or yearly | Weekly sprints |
| Feedback | From within the company | From users & analytics |
| Goal | Online presence | Customer experience driver |
Use frameworks like:
- Kanban for content publishing,
- Design Thinking for UX improvement,
- Scrum for iterative feature development.
What you should measure
- Page load speed (because Google & humans hate waiting)
- Bounce rate per page (does the content resonate?)
- Conversion rates (per funnel stage, not just the end)
- Time to publish (can Marketing act fast?)
- Stakeholder involvement (cross-departmental)
Keep in mind: If your IT team is still the only one who can update the website, you’re not agile yet.
Wrap-up: It’s time to rethink the role of your website
Your website isn’t just a tool. It’s the heart of your digital ecosystem.
Treating it as a static “product” means ignoring its potential to connect, convert, and evolve.
Treating it as an agile system means
- faster adaptation
- better collaboration
- higher customer satisfaction
- better business outcomes
So – what’s your next sprint?
Curious how agile your current website setup is?
Download my free guide “about “Top 5 weak spots in your Digital Customer Journey”
Or schedule a free call – let’s look at it together.