If there’s one thing virtually every business owner can agree upon in this day and age, it’s that none of us wants to spend money on something that isn’t going to produce a good return. Watching valuable marketing dollars go to waste can be a painful thing when you’re trying to grow your business.
Knowing that, it’s not difficult to understand why customers are always asking us what the real value of a new website is. The honest answer is that it’s hard to say, but improving your web presence is probably worth more than you think it is.
Are we exaggerating, or looking at things from a convenient point of view? We don’t think so, especially when you consider that…
With an Outdated Website, You Don’t Know What You’re Missing
If your website isn’t as pristine and impressive as it should be, you might not ever be aware of what it’s actually costing you. That’s because potential customers who see it and come away unimpressed aren’t going to call you on the phone and tell you that they aren’t buying. Nor are they going to stop by and explain that your layout stopped them from taking the next step.
Instead, they’ll just go on to the next result on Google, and you’ll never know that the sale was lost (or that the lead existed in the first place).
Online or Off, First Impressions Have Big Value
Even when a prospect is predisposed to doing business with you – for example, because they’ve heard about your business from a friend or colleague – they are likely to visit your website before moving forward. What they find online is going to build your credibility up, or tear it down before they ever contact you.
Just as we noted before, this can easily cost you a sale. Even if it doesn’t, though, having prospects and referrals think less of your company is a bad thing. They may decide to buy from you anyway, but on their own terms, or at a lower price, because they don’t take you as seriously as they should.
A Good Website Helps Your Business Save Money
Your website should be a powerful tool for customer service and recruiting. It should be handling inquiries, dishing out frequently asked questions, and letting the world know about new job openings 24 hours a day, seven days a week.
These are all valuable roles your website can fill, but it’s difficult to put an exact figure on their value. What would it mean for your bottom line to save time on the phone every day, to process fewer returns, or to have the best and most talented people working on your staff?
The fact of the matter is it’s just very difficult to properly value a business website because your online home shouldn’t just help you sell more products or services, but also boost your bottom line in a lot of ways that often go unseen and unnoticed.