How Much Should I Spend on My Business’s Website?
Most small business owners do not have a lot of time to invest in learning the technology and terminology of the web. When they go to purchase or upgrade their site they find a lot of gimmicks and claims, but not a lot of facts. With no one to trust, it is hard to make an informed decision, which is why many small businesses are overspending for old technology or have a site that does not meet their business needs.
The Basic Requirements for a Modern Website
First, there are some things that all websites need. Whether you spend a few hundred dollars on a do-it-yourself template site or tens of thousands of dollars on a fashion-forward, custom site, all successful modern sites share a core set of features:
- Design that you and your potential clients will like and that reflects your business
- Technology that provides a fast-loading and stable site that works on as many devices as possible
- Written content that is professional, appropriate, and convincing
- Functionality and integration that are useful and work for your business
- Integrated analytics collection to measure the success of your site
If you are considering a site that does not have these features, or are being told that they do not matter, you might want to consider reviewing your options and changing providers.
Pricing a Website
The price of a website will vary based on how extensive, carefully designed, and customized it is. There are no exact rules to determine how much you should spend, but it should be proportionate to how much business you get from the web and how much you spend on your marketing overall.
There are several situations where the price of your site may rise:
- Are you currently spending money to drive visitors to your site with PPC or other paid advertising? If so, it will probably be wise to make sure the site is very appealing, engaging, easy to navigate, and has a great content.
- Do you require special professional degrees, licensing, or certifications to operate your business? Your potential clients will judge the prestige and quality of your business on your site’s appearance and content, whether that makes sense or not.
- Does your business sell lifestyle, fashion, or aesthetic goods and services? Similarly, if your site does not convey your values and vision of beauty, your visitors cannot know whether or not to patronize your business.
- Do you operate in an industry with a very competitive online market? Some industries have much more competitive online marketplaces, for example: law, debt consolidation, car dealerships. If you want to compete with businesses with strong, established brands or high-dollar spends on websites, you might be more successful by spending more on your website.
Most importantly, if done correctly, your website will make you money. Rather than be a drain on your business, it should drive revenue greater than its cost.
Getting the right site is not hard; however, it is necessary to find a website service provider that will not pigeonhole your business and force you into a one-size-fits-all solution.