Why You Must Own Your Web And Internet Assets

Bill Faeth
Posted on September 12, 2018

(LCT image)
(LCT image)
Not too long ago, I got a call from an operator who wanted to switch agencies. The operator was using a particular one that provided marketing services at $2,500 a month, but wanted to work with mine — Inbound Marketing Agents.

About five minutes into the conversation, we hit a large roadblock. The operator did not know that he did not own the company’s website. The company didn’t have access to their Google Analytics. Instead, their agency on record was feeding them monthly reports and power points. But the real kicker is that the data regarding their Search Engine Optimization (SEO) wasn’t coming directly from Google Analytics. In addition, the operator was not an admin on their Facebook Page — they were only an editor. So, all they could do was make updates.

Moral of the Story? Own Your Assets

I want to educate you so you understand how important it is for you to own your assets. It is critical you own the hosting. Let’s use GoDaddy as an example. You want your domain name to be under your account that you own. There is no reason to pay a third party for hosting because you should be going directly to the site. This applies whether you are using BlueHost, HostGator, GoDaddy, or other hosting platforms. Don’t pay somebody else $20-$30 a month to host it when you can go directly to the source, and protect it by having it in your account.

Now let’s talk about your website, because this is the biggest problem I see. A lot of operators are paying $500 a month to “lease” their website. Unfortunately, when you are no longer happy with that agency or the service you are paying for, the agency will potentially hold you hostage.

You’re either going to have to pay them a large sum of money — sometimes thousands — to buy your website and possibly even your domain name. Or you will have to rebuild your website, which means you’ll spend another $2,000 to $5,000 to build it from scratch even if you own your own domain name. With that, you’ve really backed yourself into a corner and put yourself in a very difficult position. That’s why you need to own all of your digital assets.

• You need to own your website.

• You need to have backup files of your website, whether it’s in SquareSpace or WordPress or even if it’s hardcoded.

• When your site gets updated, you should be backing it up online through your hosting company and offline. But most importantly, you need to be the admin and ONLY grant access, NOT admin access to these platforms.

Let’s run through them really quick…

1. You’ve got your website that you need to own.
2. You have your hosting.
3. If you’re using a WordPress website, your database and your files are going to be stored at your host.
4. You need to own your domain name.
a. If you’re using BlueHost, GoDaddy or any hosting site, whatever you choose… I’m a big GoDaddy fan for their premium service.
b. Don’t opt in to the $2, $3 service, spend $15-$17 so you get longer backup.
c. You get better customer service, faster page load speeds (which helps with your SEO).
5. Then, you want to go in and make sure you’re an admin in your Google Analytics.
6. You want to make sure you’re the only admin on your Facebook Business Page.
Maybe you have your wife or business partner as an admin too. That’s not a problem.
You do NOT want the agency to be admin.
7. You want access to your Google Console which is set up through Google Analytics, formerly known as Webmaster Tools.
8. Business LinkedIn accounts, etc… you need to OWN those assets.

If you don’t, you set yourself up for an agency to hold you hostage down the road. So if you’re looking at working with an agency, make sure you own all of your assets.

And if they say something different, that should raise some red flags. They are there to benefit you and your business and should fully understand that they should only have editing access rights.

On the other hand, in some limited cases, there are platforms where we need admin access to complete vital tasks. As soon as we get in and out, you should remove access from us IMMEDIATELY.

And PLEASE, never, ever share your login and password.

Be sure you are protecting your assets and that you’re the only one with admin access.

Bill Faeth is the founder of Limo University (www.LimoGrowth.com), Inbound Marketing Agents (www.inboundmarketingagents.com), and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill continues to invest into educating and training operators on how to grow, manage and sustain a more profitable business. You can reach Bill at [email protected] For more columns and blog posts by Bill Faeth, click here.

Related Topics: Bill Faeth, How To, industry vendors, internet maintenance, LCT Blog, social media, web marketing, websites

Comments ( 2 )
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  • Mike

     | about 2 months ago

    I love the information. But now not only do I have to run a transportation company and I'm running a technology company as well. To really do this properly I will need a full stack system and have coders and someone to manage it as well. And with all of the new net neutrality laws my system unless spending more money this alone will cost 3xs as much as my transportation company?

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