Investing in a company website is critical to making significant strides in growing brand awareness and profits. A website is a valuable asset. For comparison, let's consider the two most common assets invested in: a college education and a house. A website impacts a company's future growth comparable to a college education affecting future career choices and salaries, or a home's location affecting its future value. Researching and asking all the right questions is vital to any website venture. Here are a few things to consider to assure the best Return on Investment (ROI) when buying a website.
Communicate Your Needs
When buying a house, it is best to have an agent, and when selecting the right college or university, a student should speak to a guidance counselor. A best-in-class real estate agent or top-notch guidance counselor can only provide the best solution by understanding all requirements related to the task at hand.
In the same way, informing the agency that is building a website of all requirements (must-haves or deal-breakers) will assure the most satisfactory outcome. Expect the agency to have a consultation to thoroughly asses all objectives of a website build. When there is an existing website, there should be an analysis of the current site and a consultation.
Communication is the key to your success.
Disclose Your Budget
So many people think it is a good idea not to disclose the entire budget allocated for a website. Doing this can be a huge mistake.
If pre-approved for a $500,000 home, the buyer would never hide the pre-approved amount from the agent. If a student has a full scholarship to an Ivy League school, the local community college would not be the first school discussed with a guidance counselor. It is as equally important to inform the agency building a website of the allocated budget for the project. Having a better understanding of the budget, goals, and requirements of a website will assure the best solution to achieve maximum results.
Important Website Stats
Remember, a business website will be your company's window to the world. The following statistics show the impact good web design has on a company:
- 70% to 80% of consumers will research a business online before visiting it in person or purchasing a good or service. (FitSmallBusiness.com)
- Consumers base 75% of a company's credibility on the design of its website. (PARQA)
- Optimization of a website will result in a 113% jump in visits and a 117% increase in clicks on that site. (SAGipl)
- Responsive web design has improved company sales, an average of 64%. Responsive web pages automatically orientate between smartphone, tablets, PCs, and laptops. (SAGipl)
Choose Value Over Cost
Paying $10,000 for an education or $100,000 for a new home may be relatively inexpensive. But what if the college is not accredited or property values are projected to fall? Selecting an agency based on the price point could also adversely impact your business goals. Consider the total return a proposal presents to the website project and your business needs and requirements.
Find an agency that has a proposal process which engages clients in strategy sessions to understand all goals and objectives. Strategy sessions are collaborations with open dialogue focused on creating the best proposal to fit your needs.
A proposal should at the least:
- Represent your brand.
- Provide a clear solution to your need(s).
- Avoid technical jargon, be legible, and easy to understand.
- Have a clear price point.
Revisions should happen during the proposal process. Sharing your suggestions or requesting that a certain requirement be added or removed will help clearly define the scope of the web design project.
Review the Process
Ask questions. Evaluate the complete website development process, and consider its strengths and weaknesses; if an agency does not have a clearly defined process look elsewhere. There should also be a value proposition and attributes to set a service provider apart from competitors. Once you have decided on an agency to build your website: "Trust the process." The process is there to help you reach your goals.
- Take a look at our traditional web design process for an example of a more common process for building websites.
- For a more efficient process take a look at Growth Driven Design to maximize your website's full potential.
How to Prepare
Here's a list of things that you should think about before you engage with a web design provider:
- Why are you building or redesigning this site?
- What type of site do you need? (Brochure, Lead Generation, Online Store)
- Who will use the site?
- Do you already have content or will it need to be written?
- Do you have an established brand identity?
- How do you plan to market the site?
- What do your competitors' sites do?
- Have you reviewed your analytics?
- What are your goals for the site and how will you measure them?
- What is your budget?
- How soon can you start? (Sign contract & pay a deposit)
- When do you need it completed? (drop dead date)
- Who on your team will be responsible delivering content, pictures and primary communication?
- How quickly can you provide feedback? (Are you the decision maker? Are you too busy?)
Knowing what to consider before investing in a website can save you a ton of time, money, and frustration throughout the web design process. Who knows, maybe a complex website project is not needed. All that is required could be a few additions to optimize your website's performance. To have a better understanding of the various elements of web optimization, click here. Discussing your website goals with a professional will always help identify more specific solutions.
