We get it, you need to keep an eye on your bottom line. For the short-sighted business man, this means purchasing a cheap website.
But for the smart and skilled business man, who knows that a website is an asset worth investing in, it is a tool for online growth. So, instead of just paying for a cheap website, successful business people rather invest in a custom website that will be an asset and pay for itself, rather than a liability that costs them money.
Determine the Potential ROI of a Custom Website
In 2017, internet sales reached $2.304 billion, a 20% increase over 2016 sales. A simple calculation on the ROI of your website would be the following then.
Take 20% of your total sales, which can roughly translate into the sales increase you can expect for over the course of one year from your website.
What does that mean for your current website? If you own a cheap website that is not performing well, a new site could result in an increase of 20% and above.
To be accurate, you need to subtract the cost of a new custom website. And since on average your site needs an update every 3-5 years, make sure to take the cost of the new website and divide it by five.
That way you can calculate the ROI on know when the website will pay for itself.
Bottom line: it is not about the cost of a website, but about the return on investment (ROI) which is important.
Elements of a Good Website
Almost all cheap websites are built using a website template, or template builder like WIX.com and others. The costs are low, because the designer spends only a few bucks on the templates he then uses for every client website he builds. Reconfiguring those sites to fit the clients needs is difficult and most of the time not economical or even possible. Also you find that there are a lot of scripts slowing the site down, scripts you don’t necessarily need anyways.
On the other hand, a custom website is build for you and your clients with a well thought UX Design approach.
#1 – Identify Primary and Secondary Clients
You need to identify your clients, know why and how they land on your site in order to tailor it to your client’s needs. Cheap website templates are not going to cut it. Most websites have both internal and external users.
For instance, a medical practice website has new patients who seek info and recurring patients who want to schedule their appointment. Your web designer should pinpoint exactly who will use your site and design for their needs.
#2 – Fulfill the Needs of Your Clients
As mentioned before, you need to match the needs of your clients with your website. Website visitors landed on your site for a specific reason, they have a problem and want it solved. A professional website considers this and the products and services your company offers and the web design showcases them appropriately. As you can imagine, when paying for a cheap website, you don’t get a web designer who wants to invest time doing the research that you can expect when paying for a custom website design. Time equals money. So don’t expect much from a cheap website designer.
But the web designer that cares about helping you grow your business will ask research questions.
– How do your clients find you?
– Who are your clients, B2B or B2C?
– Did you do any marketing in the past?
– Do you have data already?
#3 – Why You Need a Mobile Version
There are two versions of websites, the pc version and the mobile version. Cheap websites most often display the same coding on both platforms. This often results in mobile issues and slow page loading speeds for mobile. Just recently, Google announced that starting in August 2018, they will give preference to sites with faster mobile loading speeds. (source)
Cheap websites are a waste of money, because you MUST have two versions of your site in order to compete online. Custom web design means both versions are fast and optimized for their particular platforms.
#4 – Web Design and Brand Identity
Building your brand online so it’s remembered by website visitors and catches the eye takes time and effort. Both which a web designer on a more than small budget cannot do. After striving so hard to build a unique brand identity, why would you want a website that looks like hundreds of others?
Custom web design extends your branding from your physical space to your virtual space.
#5 – Conversion Focused Design
Ultimately you want a website that grows your bottom line. You want website visitors to take action on your site, get in touch, call you, send an email or buy your product or service.
With a custom website design that identifies the best way to meet your client’s needs and brings them to the point where they take action your business will grow.
Every element on your site needs to lead to that conversion. In the end a clear call-to-action (CTA) is what brings you closer to your goal. Don’t expect that attention to detail with a cheap website.
Since websites are meant to gather leads and not for closing sales, many cheap websites underperform. If the design was never configured to meet the goal, then there is no real hope of achieving it.
Fremont Digital is committed engineering your website for success, your success! Get in touch today and let’s start the journey!