Technology has changed the way of business, particularly when it comes to reaching your target market and increasing your return on investment (ROI). In the past, it didn’t matter too much if you had a decent online presence, because print and audiovisual media were two of the leading advertising channels. That’s no longer the case anymore, and as more and more businesses are finding out, a website is more crucial to their success than ever.
How Much You Should invest on a Website?
This brings us to the question of the decade: how much should you spend on a website?
To answer this, let’s look at two different companies, Company A and Company B, and how much having a website matters to each.
Company A is a tech startup that offers software as a service to clients from all around the globe. They’re a highly tech-savvy company with unlimited resources as well as plenty of technical knowledge on running a website.
Company B is a small legal firm that’s just starting out with a handful of clients from local businesses and institutions. Being with a low budget and are poorly versed in the technical aspects of running a website. For company A, having a website is absolutely crucial to their day to day operations. All their contacts are online, and they deliver most of their services through their website.
Company A has no qualms spending thousands on creating a website with powerful functionality to cater to the needs of their business. They save no expense when it comes to that because for them, having a website is essential to the continuity of business.
Company B, while not dependent on an online audience for the business, are aware of the benefits of having an online presence. Their website is utilitarian at best as its sole purpose is to market what they’re doing in order to secure more clients.
Company A spends a total of £26,000 on its website, while Company B spends only £500. Both businesses thrive and grow exponentially despite the difference in the cost of their websites. How is this possible? Both companies have websites that significantly improve the way they do business. That is why they both thrive despite paying very different amounts for their sites. A website doesn’t need to be expensive to be a good one.
The actual value of a website can only be determined by how well it serves the purpose it was created.
You Get What You Pay !!
It is vital that when it comes to websites, you truly do get what you pay . A developer on Fiverr or a similar freelance job site may create a decent website for you at a fair price. However, if you outsource the same job to a digital agency or a web design company with a team of in-house web developers, web designers, and content creators, you may find that there is a massive difference in quality. This is not a reflection of poor skills on the freelancer’s part. They may be the most talented freelancer on the platform, but they don’t have the number of resources and expertise that the digital agency brings to the table.it is always recommended to splurge on a good developer whenever possible because a good website can add a lot of value to your business going forward.
What Can a Website Do For You?
What value does a website add to your business? There’s plenty of things that a website can help you achieve.
Let’s focus on five of the most impactful ways it can add value to your business.
1. Cut down Marketing Costs
Marketing is perhaps the most expensive element of running a successful business. It costs more than most startups can afford to book spaces on billboards, buy prime time spots on TV and radio, or even put up enough signs and banners to attract a sizeable crowd. Having a website eases this burden in the following ways:
– Your website is the home of your brand. Here, prospective get the opportunity to see what your company is about, how you operate, and why you are a better fit for them than your competitors. It gives you a platform to put your best foot forward in order to attract more clients.
– Marketing on social media is more effective when you have a website. If you link it to your posts, then your our audience will know where to go if they need more information or are ready to buy your product or service.
As you can see, a good website can considerably cut down on the cost of marketing your brand, because it is available 24/7 (unlike your employees) and is easily accessible by most people.
2. Increase ROI
No matter how much you invest on a website, if done right, it will attract visitors. Visitors equal leads and lead to equal conversions. The more visitors you get, the more will be conversions. Your return on investment doubles and triples as more people visit your website and share it on social media platforms. With a website, you don’t have to depend on walk-ins or referrals alone, because you have access to the most significant market you will ever find.
3. Spread Brand Awareness
To reiterate what we said earlier, your website is the home of your brand. Here, anyone can get as much information on your brand as they need without calling any hotlines or spending anything. Customers like it when they are empowered with all the necessary information before they make a purchase. A website is the best way to provide them with this information as well as to spread awareness online.
4. Improve Search Engine Rankings
Search engine algorithms are behind the ranking of results you get when you search for something online. Highly ranked websites get the most visits while people don’t even make it to the second page. This is why it is essential for visibility to appear first on search engine result pages (SERP’s).
Google uses various criteria to rank websites. Content quality, backlinks, proper keyword placement are just some of the boxes your site has to check in order to appear in the first three or four results.
Usability also matters a lot. Search engines intentionally overlook websites that are hard to navigate or are riddled with issues. Having no website at all is better than having a wrong website — the former will make it even harder to gain the trust of potential customers.
Appearing high on SERP’s can only have positive benefits for your business. It helps your business get a considerable amount of visits from organic searches which in turn prompts the search engine to rank you even higher because people are interacting with your content.
5. Streamline Customer Feedback Processes
Customers are the heartbeat of any business. Their satisfaction is directly linked to the success of your business. It is for this reason that good customer feedback is so valuable. Having a website presents the ideal platform for your customers to communicate what they like and what can be improved about your business.
Positive feedback can attract even more customers, while negative feedback shows you where your business needs improvement.Customers develop a great deal of confidence in companies with excellent customer feedback skills. No one likes waiting to have their queries answered. Instant feedback portrays your company as one that prioritises its customers over everything else, and this is what inspires return business.
Elements of a Good Website We’ve talked about why money has nothing to do with the quality of a website, and we’ve seen how much value a website can bring in to your business.
Let’s now look at what makes a website suitable.
1. A website should provide an excellent experience to the user whether they access it from a mobile Device or a desktop. Poor user experience accounts for more website deaths than lousy content.
2. A good website is one that provides you with all the performance metrics your business needs to improve its delivery of services and information online.
3. A good website is one that is consistently online. Even though you can’t escape the occasional server failure, a properly maintained website should be able to keep downtimes to a minimum.
4. Lastly, a good website is one that fully captures your company’s vision and fulfils its mission. Rather than view it as an add-on, your website should be considered to be a fully functional limb of your company as it plays a vital part in its success.
When it comes to buying a website for your company, having a clear vision and purpose for it is vital. A website is a marketing instrument. It supersedes all other marketing technologies because it hands you access to the biggest market on the planet. It is not necessary to spend thousands to get an excellent website. However, you should spare no expense for a site that brings value to your business.
Chris Peter Kimera is the co-founder of TechTIQ Solutions, a software development agency in London. Chris is very passionate about building highly effective outsourced product development teams that build game-changing solutions