Ten years ago, I picked up a pair of white leather Converse shoes in a store on O’Connell Street in Dublin. They looked good, felt comfortable, and were relatively cheap.
I say relatively cheap, not because of the sale price (I don’t remember what they cost), but because of how long they’ve lasted me. My cheap tennis shoes are still going strong ten years later! Contrasted with one of my most frustrating footwear fails, my white Cons are magical.
Cheap Shoes Vs. Expensive Boots
Before I ran a digital marketing agency, I worked as a wildland firefighter in California. Boots are one of the firefighter’s most crucial pieces, and I needed a new pair.
My dream work boots were expensive. Very expensive.
- Steel-shank and steel-toe reinforced.
- Heat-treated leather.
- Fire-resistant laces.
- Galvanized rubber soles.
These baby’s were sweet. Like black leather Nike Jordans for work! They had to be. I needed my boots to keep me safe, so in buying them, the price tag wasn’t an issue.
I needed them to keep me alive in the harsh mountainous terrain and thousand-degree heat. I was prepared to invest whatever price because I needed them to do a very important job. Except…they didn’t.
Once, while we were out fighting a roaring grass fire, the galvanized rubber soles melted, leaving me scorched and furious.
I expected my cheap tennis shoes, which cost relatively little to wear out quickly. But my expensive work boots? They cost more so, in my mind, they should have lasted longer. This is the “Appeal to money” fallacy; the false belief that expensive is better.
It turns out, the difference between cheap tennis shoes and expensive work boots is a brilliant way to explain the question: What does it really cost to design a website?
How Much Does A Website Design Cost?
We get this question a lot: “How much will it cost to design a website for me?” The actual question behind the question is: “How cheap and how fast can you build me a website?”
This is usually a follow-up to the first question, “Do I really need a website?”
But the answer to the cost of designing a custom website isn’t apparent. It depends.
Here’s the thing…
The expectations you place on your website design and digital marketing strategy determine what you’re willing to spend.
What do you need your brand, website, and digital marketing to do for your business? Do you see these digital assets as a cost or an investment?
Website Costs Vs. Website Investments
A Website Cost
To many business leaders, a website is an annoying business cost. It’s just something pretty (maybe), sitting there, doing nothing. Your company’s website isn’t exactly hurting anything, but it’s not helping much either.
If you based your revenue growth on traditional sales efforts like trade shows, conferences, events, and cold calling, you might have this attitude toward your website.
“If my website looks good and works relatively well, great. If not, who cares.”
How’s that working out for you now that outbound sales, trade shows and events are effectively cancelled?
A Website Investment
For smart business owners, however, a highly optimized business website is an investment, not a cost.
This happens because the business owner understands that sales and marketing have shifted online.
Prospective customers search for and compare options long before they make themselves known to your sales teams.
If you’ve optimized your website for conversion, wrote compelling content, measured clicks, visits, and buyer behaviour, and have a well-defined conversion funnel, your website could very well be one of the best lead generators and most productive sales assets in your organization.
To shift your mindset from cost to investment, you need to move from “what will designing this website cost me?” to “how much can an optimized business website add to our bottom line?”
That is the more interesting question.
An optimized business website, built using growth driven design principles, works 24/7/365 to attract your target buyers and turn them into raving fans.
Melinda Livsey shared this outstanding graphic to explain the importance of value in design. In it, she contrasts typical design without a strategy versus high-performance design with strategy. (We only care about the column on the right.)
Want More From Your Business Website?
What about you? Do you want more from your website?
Like a lazy roommate, are you’re tired of your site lolling around doing nothing for your business? Ready to invest in something that will generate leads? Here are eight fantastic questions you can use to re-frame your perspective.
8 Important Questions To Ask:
- Does my current website serve a critical purpose in our sales and marketing approach?
- Have we allocated part of our marketing budget to maintaining, optimizing, and improving our site’s performance?
- Is our website producing net-positive results for our organization? If not, why not?
- Are we measuring site visits, activity, behavior, and conversion rates?
- Are visitors informed or confused after visiting our website?
- Is our organization’s main thing the main thing on our website, or are we complicating the message with irrelevant info?
- Is the goal of our site to look pretty or to deliver a compelling user experience strategically aligned with our marketing goals?
- Is our website attracting the right people, at the right time, into our conversion funnel?
At Atomivox, we don’t tolerate lazy websites. Neither should you. Your organization needs a business website aligned around your marketing goals.
That’s where the leads are coming from these days. And we want that for your business. Drop our team a line to start the conversation, we’d love to help.