Why Account Management is the Secret to Your Website’s Success

October 2021
 minute read
meeting between associates pointing to different site analytics

When you’re thinking about building a new site, it’s easy just to focus on the process of creating  and sharing it with the world. But in reality, one of the most important things to consider when choosing a web design agency is how they can help you maintain the site once it’s done. That’s why it’s key to find an agency that has an Account Management team who you can trust to help you with anything you need as your partnership continues. 

What is Account Management?

What to expect when starting an account with your web design agency

3 numbered circles in a horizontal line with the words "Sales" "Project Manager" and "Client Success Manager" written in order underneath
At Responsival, you’ll go through three people when starting up your website 

Account Management refers to the team of people that oversee all of your needs based on your contract. As your main point of contact, they act as the middleman between you and the creative teams. With a job function somewhere between project management and customer service, at the end of the day, they exist to make sure things are running smoothly for every account. 

Different companies give their Account Management teams different titles. For example, Some companies may refer to them as “Relationship Managers” or “Account Executives.” Here at Responsival, we have a team of “Client Success Managers”. To us, their role is much more than just managing accounts–it’s being truly focused on defining the ongoing success of each client. Regardless of the title though, their responsibilities are largely the same: to help the client. 

Depending on the contract you sign with your web design agency or digital marketing agency, you may be in touch with one specific Client Success Manager from the very beginning of your agreement or you may meet a few people before ultimately landing with them. When you’re building a new website with us, you’ll flow through lots of people throughout the process:  

  • First, a member of our Sales team customizes a package for you
  • Next, a Project Manager oversees the creation of your website
  • Finally, you meet your Client Success Manager who will be your primary contact from that point forward. 

How an Account Manager Can Help You

What role does your account manager play in your success?

Your Account Manager can be a long-term strategic partner for your business 

The goal of an Account Manager is to become familiar with you and your brand over time so they can provide you with solutions that can encompass both your specific needs and general best practices within your industry. Since they’re experts in their fields and knowledgeable about your company, they can provide you with the strongest possible recommendations regarding any changes to your site design or marketing strategy. 

Their role goes beyond just saying “yes” when you ask for something. They’re also there as a strategic partner, a trusted advisor for you and your business for years to come. They take the stress of maintaining your website off of your shoulders and simplify the process of keeping your site successful over time. 

This is important because, as we like to say, a site is never truly finished. The world is constantly changing: the internet, technology, your business–everything. If your site doesn’t keep up with those changes, it will lose its effectiveness. Staying in touch with your Client Success Manager is key to making sure your site is keeping up with the times. The longer you go without making even just small changes like reflecting pricing or team updates the harder it will be to get the site where it needs to be when you do reach out.

How to Have a Great Client/Account Manager Relationship

Tips to make sure your partnership is a success

woman sitting at a table on the phone
Calling your account manager regularly will ensure that they can help you with problems as they come up 

Having a relationship with your account manager is the whole point of having an account manager. That’s why it’s so important to make sure that relationship is always in tip top shape. Here are some tips to help make that happen.

  1. Keep in Touch! Our Client Success Managers look to call all of our clients on a regular basis, but don’t be afraid to reach out in between those calls or take advantage of that time on the phone with them just to chat about your business so they can become more familiar with it. The more in touch they are with your company, the better they can help you.
  2. Don’t be Afraid to Ask for Help. Is something happening in your business that you’re not sure a website or marketing adjustment might help with? Set up a call with your Client Success Manager: they will be able to talk through the situation with you and make suggestions to help you through. Similarly, a large part of the relationship is based on you initiating updates or expressing your needs. How much your web design agency can do for you is based on how much you want us to do! We do not make changes without your permission.
  3. Brainstorm! One of the biggest assets of having dedicated account management is the unique expertise they have to come up with great ideas that will help your website and marketing. When there’s an update you want done, having a brainstorming/discovery session with them is a great way to make sure you’re getting to the core of the problem and coming up with the best solutions possible.
  4. Speak up. If you aren’t sure the update your account manager recommended is right for you or feel that something isn’t working out, openly communicating those feelings with them is key. They can’t help you with something they don’t know about. They aren’t just here to help you through the good times, they want to work through the bad as well. Don’t be afraid to share your feelings. It will help them resolve them sooner rather than later!
  5. Know Your Plan. Being familiar with your service plan will help you understand what your relationship with your Client Success Manager looks like. If you are unsure of what your plan covers, reach out to them to ask for clarification. There’s a chance that they could be doing more for you than you know!

Even after they’ve created a beautiful website for you, continuing your relationship with your web design agency is the real key to seeing continued growth and success for your digital presence. Having a trusted partner to help you through your website or marketing needs will simplify the process for you and your team so you can focus on your day-to-day tasks. And if you’re ready to meet that partner now, reach out! We’d love to work with you.


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