Content Engineering

Maintaining Control Of External Sites

Content Engineer DJ Gilcrease

Many of today’s brands generally have a large number of external or partner third-party sites that should ideally maintain the same look and feel as the brand’s main site. The solution for many is to pull in the CSS from the main site to keep the style of each experience consistent.

This approach has two issues. First: if the main site restructures their DOM or CSS, it can break the external site. Second: content changes do not automatically get propagated to the third-party sites. This can lead to inefficiencies and extra costs in maintaining and supporting those sites. It can also cause a lack of brand control and an inconsistent cross-channel customer experience, which can erode site conversion and brand loyalty.

Continue reading