Ewow.Biz Creative Marketing

Does Your Website Measure Up?

8 min read
The real value in web design and development is working with a company that can effectively market what you do. Spending too much on design should be the last thing you do. 

An online business presence starts with a professional looking website.

You build credibility by also having good products and excellent customer service. Customers are more likely to make a purchase if everything “looks and feels right” even though it may be the first time they have visited your site.

Web design is a commodity today.  The cost of design should represent less than 25% of your total budget for your online presence.  Shop around and talk to several developers. Spending more than you have to should be the last thing you do. 

The real value in web design and development is working with a company that can effectively market what you do.

To properly market your site, if you want new clients or customers, you will spend about 20 times what you spend in design.  It is possible to get a professionally designed website at an affordable cost.  If you are a small company spending $400-$1,000 on a basic website, plan to spend over 12 months an additional $6,000-$20,000 on marketing.  The dollars spent on marketing brings the traffic to the site.  Simple math, more traffic through the front door equals more business.

Unlike other advertising, you can control your spend and measure your ROI very quickly.  You discover what works and what is just costing you money, and turn your marketing dollars on and off depending on the performance– it’s all measurable.

Current site best practices for site design and content require at least the following elements:

• Professional web design and high-speed hosting
• A Contact page and complete contact information
• A Privacy Policies page
• Customer Testimonials
• Return policies and Guarantees
• Secure Services (SSL)

A blog or several informational pages about your expertise are also required to add credibility.

Despite all these measures, even the marketing guru’s will tell you, most people won’t buy from you the first visit to your site. It takes repeated exposure and you need to establish a relationship with them. In fact it has become standard online business procedure to gather the email address of visitors, often through the inducement of free gifts, and than follow up with a series of auto-responder messages in order to build a trust relationship.

  1. If you need help in evaluating a prospective web developer, here are the questions you need answered:

    1. How will you create visitor traffic off the Internet? Can you track their movement through my site? If so, how?
    2. How do you manage pay per click advertising dollars to ensure I am maximizing my spend and not wasting money?
    3. How do you measure whether my site is friendly to my users?
    4. How many page views would you estimate my site would get to determine the right level of hosting?
    5. What things will you  change on my website? What things can I change on my own?
    6. If I want to change the look, does it require changes to the scripting on the site?
    7. What will it take to add a new page to match an ad we are running to the new site? For instance, I want to advertise a special and build a page specific for it, what will it take for us to do this?
    8. What do you anticipate the average cost per lead for the website to be?
    9. Who owns the source code to the site?

 

Another consideration is to Do It Yourself. Think about your objectives.  Think about what you want to accomplish and how quickly you need to develop your site. Spend money according to the results you want to achieve.  A pretty website alone does not generate the type of results you need and can get using the Internet.  Don’t get mugged for $6,000 for design when that will not be the measure of success.  It’s bad for your business. There are open source Content Management Systems (CMS) that give you the power to manage your own content.  The cost of the software is $0 to you. We recommend using either Plone or Joomla.  Both of these platforms provide you with Web 2.0 compliant back-end systems at low cost for setup and maintenance.

Do It Yourself

If you need help evaluating a prospective web developer, here are the questions you need answered:

  1. How will you create visitor traffic off the Internet? Can you track their movement through my site? If so, how?
  2. How do you manage pay per click advertising dollars to ensure I am maximizing my spend and not wasting money?
  3. How do you measure whether my site is friendly to my users?
  4. How many page views would you estimate my site would get to determine the right level of hosting?
  5. What things will you  change on my website? What things can I change on my own?
  6. If I want to change the look, does it require changes to the scripting on the site?
  7. What will it take to add a new page to match an ad we are running to the new site? For instance, I want to advertise a special and build a page specific for it, what will it take for us to do this?
  8. What do you anticipate the average cost per lead for the website to be?
  9. Who owns the source code to the site?

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