You hear a quote from a website developer and you take a step back.
If you’ve ever done this, you’re with most of the market.
As an ex-web developer currently working on my own website from a marketing standpoint, I’m starting to see that there’s way more that goes into a website than development and design.
Many clients I’ve approached in the past year have rebutted, “How can it cost that much for a couple of lines of code.”
The answer is that a website isn’t just code and design. It very often is sold like this, but I’d argue this is the worst way to create a real asset to your business.
When you debate over cost on this, you will end up getting a landing page that has been templated and used by thousands of other companies.
What you want instead is a business asset that is the end of traffic and the start of a conversion.
Web Developers Don’t Build Traffic
Making a good landing page does not guarantee you any traffic. This is why it’s so shocking that small business owners invest so much in their websites without considering how anyone will look at it.
The problem here is that many website agencies or freelancers aren’t responsible for building any of your traffic!
As soon as they develop and design your website, you’re on your own.
Many small business owners don’t want to put in the work to build their traffic the right way. They want to outsource the project and believe all the work is done.
If you are outsourcing your website to a freelancer or agency, make sure you understand that traffic is not included.
Don’t Run Paid Traffic To A Website
So here’s where this gets a little difficult and complex.
You DO NOT want to run paid traffic to your website. This is why we have sales funnels.
You could turn your website into a pseudo-funnel but this is not as effective as a funnel made by a digital marketer.
If we aren’t sending paid traffic to your website, then why have it?
The answer is you need to grow your website. This is why I am building my blog content up slowly.
It’s a long-term commitment to build a website that is genuinely valuable to others rather than just a landing page.
Sumo provides an amazing and comprehensive guide to how to build organic traffic.
Focus on Long-Term Visitor Persistence Not Short Term Conversion
As I moved into the digital marketing space away from web development, I realized that there were a lot of services we didn’t provide to our clients because we focused on development and design.
One of the largest ones was integrating email marketing.
To be fair to us, this is often not a concern of website customers when it absolutely needs to be!
Getting a visitor to fill out a contact form is much more unlikely than having them give their email in exchange for an e-book or resource.
Instead of focusing on how you can get more contact forms filled out or how to get more sales, think about how you can build up your e-mail list.
A quick way is to set up Sumo. It will take ten minutes and allow you to start building a list.
Sumo will start showing “list builder” boxes to visitors when they arrive at a page and are highly customizable to maximize conversion.
Even if you get a couple more email addresses, you will be on your way to having better conversion.
Leverage Tracking Metrics
This is one of the most undervalued features of putting together a website and it goes into how much of a commitment a solid website truly is.
You MUST install tracking metrics. In 2017, there are so many tools that will help you understand your customers and genuinely get insights from your visitors.
Unless you are paying a web developer a ton of money, they won’t care about what you need to track in terms of marketing and making your website a strong business asset.
Google Analytics is the standard “of course I use it” website analytic tracker, but there are still business owners who do not use this and many website developers will not use it unless you request
it. The major benefits are seeing the traffic that you are growing (as we talked about earlier) and to see the bounce rate.
My website for my last company had an atrocious bounce rate of 95% despite following all the classic web developer templates. The problem with many websites is that these are problems not even
apparent to the owners because they are not tracking it! You would never spend a thousand dollars on any other investment and forget about it to sit in the corner. So don’t do it with your website!
Hotjar is one of the tools that isn’t talked about enough in web marketing. It allows you track heatmaps and recording of website visitors. This allows you to find the root of any traffic problems in
your website to make sure that prospects are staying as long as possible.
Don’t Miss The Point
The truth of the matter is that a web development agency won’t give you the results you are looking for.
They will make a beautiful site, but what many fail to see is the point.
A website is a business asset and should be treated accordingly.
It shouldn’t be a landing page that you just have on your business card.
Your website should be a home base for your brand where people all over the internet are able to come and consume your content.
It should be a stepping stone to a purchase.
Make sure that if you spend your money and time on a website, you are clear on its purpose.