Five Sitefinity Capabilities that Make It Great for Marketing

Redesigning your website or modernizing the digital experience for your partners, customers, or employees can often fall into the trap of focusing on features we, as marketers, developers, or stakeholders, want vs. capabilities we really need to remove common bottlenecks and maintain sustained growth.

A typical example is refreshing the homepage. In the process, many teams—marketing, UX, design, developers, CRO—will collaborate to identify what they believe is the best approach to improve engagement or conversions.

Marketing, being the main stakeholder, will often make the final decision regarding the result—from the look and feel to the website content. And here is where, busy with fixing a single page, we often miss the opportunity to create a solid foundation for growth. In this blog post, we’ll cover some important considerations that go beyond a typical homepage refresh:

• How customer data insights can boost engagement and conversions.
• Why streamlined collaboration tools save time and reduce risks.
• How approval workflows help maintain brand consistency and compliance.
• The value of integrations and generative AI for faster content creation.
• Why flexible content modeling is key to scalable, efficient updates.

Let’s dive into it.

The Problem with Eye-Candy and Out-of-the-Box CMS Features

As part of a homepage redesign, many organizations will often try to squeeze in as much content, as many eye-candy gadgets, and as many images as possible, potentially hurting ongoing management, the user experience, and ultimately—engagement and conversions.

Take, for example, carousels. While some content management systems support such features out of the box and you may be tempted to use them, upon a closer look (and with data to prove it), you may discover that these carousels often:

• Lead to slow page load times.
• Keep most of the content hidden from visitors.
• Remain outdated over time.
• Contribute little to the overall conversion goals.

Fancy galleries may fall into the same group, providing less value than initially anticipated—especially to mobile users, who expect website speed and usability.

Working with a set of prefabricated OOTB widgets often limits creativity and locks marketing teams into the status quo, trying to deliver innovative experiences with outdated tools. Avoiding this pitfall often requires time and effort that could be better invested elsewhere.

Whether you decide to add another fancy widget to your page or keep things simple should be informed by data. You may be surprised to find out that simple is almost always better.

Choosing a CMS based on whether it provides eye-candy widgets out of the box may check a box on your checklist but could divert your attention from solving more important problems.

A CMS/DXP Built for Marketing Should Empower You to Work Independently and Sustain Growth

In marketing, we are very passionate about what we do. While this is a good thing, we often start with tactical ideas and what we can achieve quickly rather than what will deliver long-term benefits. To reiterate—access to prefabricated elements such as carousels can save time when used sparingly. Overuse, however, may lead to a slow, underperforming site with outdated content.

A great CMS empowers marketers with tools designed for collaboration, efficiency, and scalability without limiting creativity. Your CMS of choice should require minimal onboarding while delivering robust features for creating campaign pages, updating content, and launching new products.

To avoid the risk of overinvesting in technology, underutilized capabilities, and long development cycles, identify the major problems you are trying to solve. A typical list often includes:

• What are your common pain points in managing content?

Many teams face too much reliance on IT for simple tasks like page updates or content tweaks. A user-friendly CMS like Progress® Sitefinity® empowers marketers to handle these tasks independently, speeding up time-to-market and reducing bottlenecks.

• What are the common friction points in your existing customer journey?

A fragmented digital experience (DX) frustrates customers and hinders conversions. The right CMS helps you orchestrate a consistent journey across all channels, boosting engagement and satisfaction.

• What level of independence do you need?

Consider your resources. A lean team benefits from tools like drag-and-drop editors, templates and automation that reduce dependency on technical support, enhancing agility.

• What are my top priorities?

Your CMS should align with your goals, enabling you to influence implementation and adoption strategies. From streamlined onboarding to collaborative workflows, the right platform supports your growth and team-wide alignment.

How a Sitefinity CMS Delivers True Value

When selecting a CMS, it’s important to look for features that support your marketing goals. Here are five key Sitefinity CMS and DXP capabilities that can make a difference:

Leverage Customer Data Insights

The built-in Customer Data Platform in Sitefinity enables you to manage content efficiently while tapping into valuable data. By capturing user interactions from multiple sources and delivering AI-driven insights, you can:

• Measure content and campaign performance to refine your strategy.
• Test new ideas through A/B testing, identifying what resonates best with your audience.
• Deliver personalized experiences tailored to customer preferences to increase engagement and conversions.

Streamline Collaboration

SiteSync is a powerful web content synchronization mechanism that simplifies collaboration across teams, making updates efficient and risk-free. It allows your team to:

• Publish content independently to the live environment without risking website integrity.
• Preview the customer journey and align content with the final presentation.
• Give developers the ability to test new functionalities in a staging environment before deployment.

Enable Approval Workflows

With Sitefinity CMS, marketing teams can streamline content approval processes, allowing them to:

• Quickly approve or reject proposed changes, such as SEO optimizations or page enhancements.
• Maintain brand consistency and compliance, especially in regulated industries.
• Eliminate unnecessary back-and-forth communication, saving time and improving collaboration.

Integrations and Generative AI

To help you scale effectively, Sitefinity lets you connect to your broader tech ecosystem. With integrations for DAM, Ecommerce, CRM and MarTech, you can:

• Support multiple business models while capturing customer interactions and automating communication.
• Manage brand assets directly from your CMS.
• Use generative AI tools for faster content creation and personalization.

Optimize Content with Flexible Content Modeling

Content modeling enhances marketing agility. Sitefinity simplifies content management, enabling you to:

• Structure content to match your organization’s goals.
• Simplify updates and reduce repetitive work.
• Enable scalable updates that improve presentation and performance.

Sitefinity provides a solid foundation for developers while giving marketers independence—reducing friction, improving efficiency, and empowering creativity.

What’s the best way to learn more? Get a demo or send us an RFP.