What can a high quality website do for your business?
In this day and age, business owners are peppered with advertisements and cold calls from all sorts of digital service providers. I don’t think I’ve ever spoken to a new client who hasn’t received some sort of email or call from a company telling them they can get a new website or a marketing package for a “very cheap price”. The problem is, it works and people sign up all the time. Either people don’t recognise just how much value a proper website could provide, or they are manipulated to believe that these borderline scammers can actually deliver what they promise. People gladly spend thousands on a new bed or a new lounge, but struggle to see the investment value in a new website. Somewhere along the line the mentality came about that a website should be something that a business gets for the sake of it. I’m here to tell you that a website could be your single biggest asset, and that the Return On Investment for a website could be higher than anything else you may have invested in previously. We are a digitised and globalised world, and the internet is quite easily one of the biggest breakthroughs in human history. A website should pay for itself and continue to provide you with a steady stream of sales or enquiries. If you’re spending $50,000 on your office fit-out and only want to spend $500 on a website, then this article about growing your business may not be for you. The question you may be left with is, “well, how much should a website cost?” We think that this might be the wrong question, and will aim to unpack why below.
At the end of the day all that matters is the value you receive from an investment such as a website. There are two primary metrics when considering the value and efficacy of a website: Impressions and Conversions. Impressions basically describe the number of times your website is visible to a user, i.e. in a search result. A conversion describes any time a user takes a desirable action based on your business goals. A simple example of a macro conversion is when a client signs off on a new website project. A micro conversion may be when someone calls or emails you through the website. Our Advantage Media Group aim is to improve websites on all fronts. A combined experience in design, development and marketing allows us to provide this as an all-in-one service.
We strive to improve your website on all fronts with our combined experience in branding, design, development and marketing.
The table below indicates the distribution of general click data on Google Search Engine Result Pages (SERP). This data has been averaged from several sources. Regardless, one thing is clear – a better position on google leads to an increasingly higher number of clicks.
Distribution of Click Data
|Position in Search Engine Result Page||Average Clicks Received|
Let’s ponder what these numbers would mean when considering a Builder’s website. Branded keywords such as the business’s name generally have a higher Click-Through Rate (CTR), so we’ll ignore that for this experiment. Take a look at the keyword data for the top 2 non-branded keywords:
This website is, on average, sitting at position 3 for the “Country Builders” keyword. With an average monthly search volume of 1100, they are theoretically receiving 13.65% of this number which is about 150 visitors. If, with Search Engine Optimisation (SEO), we were able to bump this website up to position 1 for this keyword this would lead to a 30% increase in clicks. This is about 480 monthly visitors in total. Imagine what an enhanced and conversion optimised website could do with this sort of traffic – and that’s just one keyword.
Traffic numbers should be taken with a grain of salt, but increases are increases. Looking at traffic data for this example, we currently can see about 20,000 visitors in a year. Say this building company is currently building 50 houses per year, that’s about a 0.25% conversion rate (which doesn’t include any non-digital marketing efforts).
If the conversion percentage increased by just 0.5%, it would be very possible for this business to build 150 homes per year. A 0.75% conversion rate is very graspable
These figures are purely indicative, and as much as we’d love to, it’s not possible to guarantee these exact growth statistics. We are absolutely confident in our ability to make drastic improvements to the ranking-ability (increasing impressions) of websites through Search Engine Optimisation (SEO), as well as improvements to the usability and design of the site, ideally leading to improvements in conversions.
We recognise that often websites are seen to be expensive. A question we like to pose is this: how many additional sales do you need to make to cover the cost? What is an average new customer worth, in profit. What about three new customers? A quality website aims to increase your sales output permanently. We believe that our optimised website builds provide a firm foothold in cementing a website’s ability to rank and convert better, sooner. Unfortunately there is no easy answer to how much a website should cost. Every industry, every project and every client is different. A better question is likely: “how much do you want your business to grow?”. We’d love to talk to you about your options if you’re interested, we don’t simply throw a templated package deal at you. We will start a journey with you, learn about you and your business and work out the best way to achieve your business goals.