Maintaining and Evolving Successful Commercial Web Sites

1st Edition

Managing Change, Content, Customer Relationships, and Site Measurement

Authors: Ashley Friedlein
Paperback ISBN: 9781558608306
eBook ISBN: 9780080510644
Imprint: Morgan Kaufmann
Published Date: 10th December 2002
Page Count: 442
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Table of Contents

Preface Part I Change Management

1 Reviewing and Reporting Progress

1.1 Management Summary

1.2 Progress Report

1.3 Risks and Issues

2 Procedures for Managing Site Updates

2.1 Documentation

2.1.1 Definition of Terms/Glossary

2.1.2 Site Map

2.1.3 Content and Functional Specifications

2.1.4 Technical Specification

2.1.5 Design and Brand Guidelines

2.1.6 Policies

2.1.7 Publishing Procedures

2.1.8 Service-Level Agreements (SLAs)

2.1.9 Other Contracts and Agreements

2.2 Contact Information

2.3 Categorizing Types of Change

2.3.1 Naming

2.3.2 Grading

2.4 Change Processes

2.4.1 Single Points of Contact

2.4.2 Evolving Stages of Web Site Maintenance

2.4.3 Process Mapping

2.5 Change and Update Requests

2.6 Scheduling Changes


Part II Content Management

3 Introducing Content Management

3.1 What Is Content Management?

3.2 Why Is Content Management Needed?

3.3 What Web Content Management Cannot Achieve

4 Content Management in Action: A Practical Example

4.1 The Home Page

4.2 Content Collection, Management, and Publ


Ashley Friedlein's first book, Web Project Management: Delivering Successful Commercial Web Sites, became a bestseller and an essential reference for Web professionals developing new sites. Maintaining and Evolving Successful Commercial Web Sites addresses the realities of successful sites today, namely the notion that maintaining and evolving a site is actually a bigger commitment than launching it. Management wants to maximize returns and obtain reliable performance data, customers demand better service and insist on sites that are more advanced yet easier to use, and the Web site must increasingly be integrated with the entire business even as the amount of information it handles continues to grow.

Maintaining and Evolving Successful Commercial Web Sites focuses more on process, reality, and pragmatism and less on strategic theory. It provides the reader with the knowledge, tools, approaches, and processes to manage key site maintenance and evolution projects, providing answers to the following questions:

How can I better manage changes and updates to the Web site? How can I scale up to allow more contributions to the site and more content and still maintain quality and control? What is content management and how do I go about it? How do I go about personalization or community building? What is Customer Relationship Management (CRM) and how do I actually do it online? How do I measure and report on how well the site is doing? How do I avoid information overload? How do I maximize the value the site creates?

The book includes case studies to demonstrate candidly how the issues discussed in the book translate into reality.

Key Features

Case studies show candidly how the issues discussed translate into reality. Describes content management & Customer Relationship Management (CRM) how to go about implementing them. *Teaches how to measure & report on how well the site is doing, how to avoid information overload, & how to maximize the value the site creates.


People involved with all aspects of managing projects to do with Web site maintenance and evolution.


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© Morgan Kaufmann 2003
Morgan Kaufmann
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"If you run a Web site, own a Web site, or are merely responsible for the success of a Web site, this is the book you need. Big picture philosophy and detailed practicality make Maintaining and Evolving Successful Commercial Web Sites the appropriate practicum for progressive Web professionals." —Jim Sterne, Author, Speaker, Consultant, Target Marketing of Santa Barbara "Ashley Friedlein takes four very complex but important subjects and boils them down for you to their essentials. With an abundance of practical examples and a strong feeling for what common sense dictates, he leads you to the heart of what it takes to keep a big site running and improving." —Bob Boiko, Author, The Content Management Bible (Hungry Minds, Inc.) and President, Metatorial Services Inc. "Ashley Friedlein makes a much-needed contribution to the (often neglected) area of Web site management. Using clear language and straightforward case studies, Friedlein masterfully tackles the 'post-launch' phase of Web development. This book will be sought after by all Web site managers." —Hurol Inan, Author, Measuring the Success of Your Website (Longman) and Consultant

About the Authors

Ashley Friedlein Author

Ashley Friedlein is cofounder and CEO of e-consultancy (, an online and offline service for U.K. e-business professionals, providing access to the best e-business information and advice. Previously, he was lead strategist and senior producer at Wheel, where he successfully managed the development, delivery, and ongoing maintenance of several major Internet sites, in particular those for media owners. Ashley comes from a background in digital media production, having worked at Pearson and Bloomberg and with the major U.K. broadcasters. He is the author of Web Project Management: Delivering Successful Commercial Web Sites (2001).

Affiliations and Expertise

e-consultancy, London, U.K.