Your website is an online representation of your brand and gone are the days of people pulling out their hefty yellow pages book to look up your company. Now, people head to Google, and they expect to be able to find out everything about your brand in less than a minute and to have an enjoyable experience while they are doing it.
People’s expectations for web design are far higher than they were even just a few years ago. In part, this is because of the mobile revolution which allows us to search the web no matter where we are. Most older websites aren’t optimized for mobile devices, and therefore many had to update, and when they did, they often modernized their design simultaneously.
The result was a sudden jump in the quality of the average website, and for you as a business owner, this means that your customers have higher expectations. In the past, you might have been able to get away with a Wix or Weekly website, but now even your local butcher and grocer have a customized website with beautiful graphics and great mobile experience.
So, the question is how much should we pay for web design? This question might seem simple, but the answer is incredibly complex and will depend on how much you can afford to spend, who your customers are, how much you want to grow this year and what your competitors are doing.
If you are operating in a competitive industry, it’s more important to give yourself an extra opportunity to win over potential customers. While if you’re the only business in your area that offers your products or services, you might be able to get away with a cheaper and inferior site. But for the majority of companies, web design is a simple and effective way to win extra customers and build a trustworthy and adored brand.
Your Website is Your Brand
The value of a website for your company is going to depend heavily on what you expect the site to look like and what its purpose is. If you offer an online shopping experience where customers can purchase products or arrange for a service, your website is a direct sales channel and therefore an incredibly important component of generating revenue for your firm.
Whereas if you see your company site as a hub for information and for people to get access to your opening hours, the website is far less critical and therefore you might choose to spend less.
The value that your site brings to your company is in direct correlation to what you invest into it.
If you choose to invest wisely and create a beautiful digital experience where your customers can arrange for your services online, you can generate a tremendous amount of profit through it. Plus, it prevents you from having to answer the phone and arrange appointments manually instead. Whereas if you refuse to spend enough, you’ll end up with a lackluster experience that doesn’t inspire customers to shop with you.
When people aren’t sat outside of your storefront, your website is your entire brand to them. What do you want your brand to say? If you want it to encourage customers to spend their hard-earned money with you, your web design needs to speak to them, and for this to happen, you need to work with a professional.
You Get What You Pay For
You could choose to work with a foreign agency or freelancer, but you get what you pay for. Experienced and professional web designers that speak your language and can communicate with you efficiently aren’t cheap, but it’s an investment in your business’s future.
The beautiful thing about web design is that you can pay for it up front and then have very minimal costs for months and years to come.
Typically it’s wise to invest over 50% of your marketing budget into your web design when you first pay your designer and after it’s completed the website upkeep will likely drop to less than 1%.
The cost of web designs starts at a few hundred dollars and goes to tens and even hundreds of thousands of dollars for the most impressive designs. You get what you pay for when it comes to websites and considering that it’s a one-time purchase that has such a large impact on your brand, it’s often wise to spend more and get the results that you’re looking for.
Functionality for You
Another important factor in your decision will be the level of functionality that you desire for yourself. What happens if you want to edit your logo or upload a blog post? You don’t want to pay a web designer to do these small changes for you. For this reason, it’s often useful to choose a platform like WordPress which gives you a simple backend that resembles Microsoft Word, so that you can quickly make changes and additions to your site yourself.
Do You Have the Time and Skills to DIY?
If you don’t have the time or skills to build a website yourself, you will need to hire a web designer, period. If you fail to do this, you’ll end up with a lackluster site that doesn’t feel cohesive and won’t generate the results that you’re looking for. With this in mind, you’ll need to budget for a designer that matches the expectations that you have. If you want a top site, you’ll need to pay top dollar.