When opening or owning a small business every person eventually comes to the question “How much should I spend on my website?” or "How much does a website cost?".
If you do a simple Google search you’ll find a wide variety of answers, from do-it-yourself at a few dollars a month to tens of thousands to create a custom website and promote it using SEO or Pay-Per-Click (PPC).
How do you make sense of it all?
Let me give you a few items to consider before making a decision:
1.) What is the Value of a Website for my Business.
Here’s one statistic to consider, $0.67 of every dollar purchased is influenced by digital media. That means $0.33 is influenced by other factors like referrals, traditional advertisements, past experiences and so on.
You might think, “How can that number be possible?”
Let me show you:
Next time your kids, spouse or even yourself make a purchasing decision figure out why that purchase was made. This statistic says that 67% of the time it’ll be because you saw a deal online, received a special offer or discount in email, or maybe a Pinterest pin perked your interest and prompted you to search out and purchase.
Where did you search? Online.
2.) What is the Purpose of a Website for my Business?
Many business owners immediately think the purpose of their website is to give basic information on their products or services and where people can find you.
This is true on the surface, but what many people forget is their website will likely be the first impression a consumer has of their business.
It doesn’t matter if you’re a hair salon or an auto parts store, a pizzeria or custom homebuilder. At a minimum, 67% of your new customers will have their first impression of your business by viewing your website.
Depending on your business, that number could easily reach 90-95%.
In reality, the purpose of your website is to give consumers their first impression of your business.
Couple key points to remember:
- Your website is an extension of your business. Not an ad.
- Websites are an ASSET to your business, not simply an expense.
Now the real question:
3.) How Much Should I Spend on my Website?
Think about the first impression you created for people when they walk into your business, or even see your business from the road; did you purchase or do any of these:
- Neon building sign
- Flat Screen TV(s)
- Paint and/or build out a nice lobby
- Interior Signage
- Custom Marketing Material
- Nice Furniture
- Hire a receptionist to great customers
- Create a unique experience somehow (Water feature, Bar Top, Wrap vehicles)
Each of these items easily cost a couple thousand dollars, add several of them together and you likely spent tens of thousands.
Any or all of these purchases were made to convey your brand and/or provide your customers with a unique and memorable experience.
Now knowing that your website is most likely the first impression a person has of your business and considering what you’ve likely purchased in physical form to impress your customers; the cost or how much you should spend on your website should be in better perspective.
I’m not suggesting you need to spend tens of thousands on your website, but you could. Building a website is not simply moving images and pictures around, its an art. You have many different messages you want to convey to your customers and a short period of time to do that.
Now that you have a base to consider when deciding on a Website design budget, you’ll want to think about ways to make your website really work for your business. Creating effective calls to action, collecting customer information like email and phone numbers for remarketing, etc. All these items come into play when building your web presence, if your prospective web professional doesn’t key in on these or make them the priority, keep looking.
Your website is part of your business strategy, find someone that knows this and has the experience to help you understand how to make it an effective part of your business.
The right digital strategy professional can mean serious revenue added to your bottom line.