Back in 1998, when we started bd2, Content Management Systems [CMSs] didn’t exist and all the websites we built were ‘hard-coded’ - basically HTML pages with any changes or additions carried out in the code itself. So if a client wanted a text or image change, they’d have to send it to us by carrier pigeon or the new fangled email thing, and we’d amend the code which made for an obviously slow and laborious process.
We were fortunate compared to many other agencies, as we’d formed partnerships with some larger technology businesses as the demand for e-commerce specifically, and websites generally, began to grow. In these partnerships we’d work on what we now refer to as the Ui [User Interface] and Ux [User Experience] and the Tech Co would do the complicated functional bit behind the scenes. We worked this way on projects for Yokohama Tyres, Burberry and The Caudwell Group on what were generally referred to as e-procurement systems, basically using the internet’s connectively to allow dealers or resellers to place orders into an ERP and view stock online. For example, the system we worked on for Burberry allowed the company to place orders on their suppliers and track progress through manufacture and then shipping.
The benefit of working in partnerships with companies such as Datel, the UK’s largest Sage Business Partner, was twofold. Firstly; it allowed us to work with clients we’d never have been able to get through the front door of, like Burberry. Secondly; and more importantly, it gave us invaluable insights by working alongside some brilliant engineers and project managers. Through this work we learnt a great deal, not just about technology and coding but also the importance of structured processes and requirements scoping. This was amplified a few years later by working with Hewlett Packard which enabled us to adopt Agile techniques well ahead of the curve.
We could see the benefits of using databases and linking them to websites for the numerical data, such as pricing and stock, and realised that we could use the same principles for all data - text and images. However, back then and as mentioned, there were no off-the-shelf Content Management Systems, so we had to build our own. We called it ‘Webtools’ and to be fair, it was very effective largely because it was essentially quite simple. We used this to build our websites and provide basic editing tools for clients, so they could amend text or swap an image. It was quite rudimentary but much less reliant on pigeons.
Then we probably got a bit carried away with ourselves. We spent a lot of time developing a new version which had a very ambitious CMS back end with all kinds of slick interactions to manage and move folders using Shockwave Flash - remember that? No? No one does really. It was software that allowed us to create the kind of animations and transitions that we all take for granted these days, but were pretty cool back then. The downside however was that it needed a plugin to work which probably sealed its fate. Safe to say it was ill-suited software to build a CMS. We wasted a lot of time, and money of course learning how expensive it is to develop a software product.
However, given the rapid evolution of the internet and the growing demand for content management, various CMS products had started to emerge - but which was the best for us and our clients?
Flexibility
We knew we wanted flexibility, as our clients usually have a lot of specific requirements driven by their business processes. They’d want to do things their way not the way the software dictates. This led us towards Open Source systems as it allows us to customise the code for specific functionality. This is not just about what businesses need but also what they don’t need. Platforms like Sitecore, Optimizely and Adobe Experience Manager come packed with an almost overwhelming array of features - often more than any business will ever need - this can make both the development process and user experience unnecessarily complex, and life harder for content managers.
By the way, you might assume that Enterprise Platforms like Sitecore, Optimizely and Adobe Experience are better because they’re the most expensive, seriously more expensive, but only around 30% of FTSE 100 companies use enterprise CMSs while the majority opt for Open Source platforms. Open Source also has the advantage of no annual licensing fees, sometimes a saving of six figures a year compared to those examples, which can be better spent elsewhere.
Microsoft Technologies
We knew we wanted to work with Microsoft .Net because it was the framework we’d already used in the Enterprise level projects we’d worked on, and because of security. Platforms built on ASP.Net, such as Sitecore, Kentico, and Umbraco, use Microsoft’s robust security features which offers built-in protection allowing us to focus on building features while Microsoft handles framework security updates. In contrast, PHP-based CMSs like WordPress and Drupal are secure when set up properly but can become more vulnerable to attacks over time.
Speed
We knew we wanted to be able to build sites quickly, both to meet customer demand but also to be as cost effective as possible and demonstrate a rapid return on investment for them. Of the Open Source solutions available, Umbraco was very quick to implement, typically twice as quick when compared to platforms like Optimizely or Sitecore.
Editor experience
We knew that our customers, and more specifically their marketing teams, wanted an easy, user-friendly and intuitive editing experience. All the feedback we get, backed up by an array of industry awards, shows that Umbraco lives up to is claim of being the most user friendly CMS. Clients simply love it. Furthermore, with the addition of Umbraco Workflow and uMarketing Suite, Umbraco has also closed the gap on the likes of Sitecore and Adobe Experience with highly customisable workflows and personalisation features which used to be differentiators.
Budget
We knew that our clients, naturally, want best value. As do we. While WordPress is often the cheapest option, this is because it often uses off-the-shelf templates or themes for the Ui and tthird party plugins for functionality. This makes Wordpress sites quick to be build, but our clients want a user experience that’s unique to their brand, not a generic design, and the use of party plugins can be problematic as they need to be managed and updated otherwise there can be conflicts or security issues. If budgets are tight, Wix and Squarespace are even cheaper than WordPress, but these are generally used as interim solutions or for small businesses, but they're usually outgrown quite quickly. At the other end of the spectrum, solutions like Adobe Experience Manager, although very expensive, are advanced and worth considering at Enterprise level where budgets aren’t an issue.
Umbraco
We’ve been working with Umbraco since 2012 because it’s flexible enough to handle all our client’s requirements, and because it’s Open Source we can extend that flexibility by creating any custom features or functionality a client wants. It’s backed by the security of Microsoft technologies and the multi-billion dollars they invest in security every year. It’s very cost-effective - there are no licence fees and it’s quicker to implement than many comparative systems. It’s known as the user-friendly CMS for a reason so clients love using it. Umbraco is increasingly used as a digital hub that can integrate with other platforms like social media, email marketing, and e-commerce, making it a true enterprise level solution that’s fully scalable.
Umbraco Partners
We believe Umbraco is so good it’s the only CMS platform we use. Some agencies prefer to position themselves as ‘CMS agnostic’ and work with different platforms, but we’ve chosen to focus solely on Umbraco and become real specialists. So we’re Gold Partners with over 12 years of experience in designing, implementing and supporting Umbraco sites for a wide range of clients in terms of scale and sectors. We’re active in the Umbraco community and keep abreast of all the latest developments in what’s become the fastest growing .Net Open Source CMS in the world, which is gaining widespread recognition as a market leader, see:
