“My cousin told me she can build my website” or “My IT guy says he can build a website since he took a web design course 8 years ago in college” are phrases we hear far too often as professional web designers. The truth is, anyone can build a website using one of the many drag and drop generic web design templates from places like Wix and 1and1.com. The problem is, the website ends up looking like a novice did it and your customers can tell. While your cousin may do a pretty good job for a non-professional or your IT guy built a website in college, since they are not professionals that do this everyday, they may actually do more harm than good. This article will explore some of the reasons why trying to save money may end up costing you more money in the long run.
Your Online Image
Your website is the face of your company to the world and what does that face look like? Drag and drop website builders have little variance in the websites they produce and there is little uniqueness between templates. This software generally only allows you to add text to a predefined template and add pictures and change colors. They typically don’t have all of the extra elements a professional will use. In the end, you will have the same generic website your competitor has except with different colors and pictures.
On the contrary, a professionally designed website will have a unique structure and look to it. All of the colors and fonts should be branded to your business and the layout should be easy to navigate and be very appealing to your customers. A professional will make sure everything is aligned and flows properly instead of the jumbled, mismatched mess we often see with amateur sites.
Converting a visitor into a buyer is no easy task. A novice will have no specific training on how to do this. Many non-professional websites have a conversion rate of less than 1%. This means that if your website has 100 visitors, you would be lucky to have 1 person reach out to your company to do business.
Let’s say your IT guy (remember, they fix servers all day long not build websites), builds you a website that converts at a 1% rate (1 out of 100 visitors buy). You market this website and spend $10,000 over the course of the year in advertising netting you 10,000 new web visitors and 100 new customers. No bad right? Suppose you had a professional build your website in the first place and you converted at a 3% rate or perhaps a 5% or 7% rate? You could have had 200-600 additional new customers from the same $10k advertising spend. Trying to save a few $1000 on your website could have potentially cost you 10s or 100s of thousands of dollars.
Organic Search Engine Position
If your cousin or IT guy don’t build websites everyday like the pros do, it would probably be safe to say they have no idea how to optimize your website for the best Google possible. Did you know that the first 5 search results make up for nearly 75% of the clicks for a keyword? This can have a dramatic effect on the number of the visitors that visit your website. There are over 200 factors that influence your search positioning in Google and many of them can be influenced by elements incorporated into your website by your web designer. It is important that whoever is building your site knows what to include to give you every advantage possible.
A little knowledge is dangerous too. A novice trying to search engine optimize your website can also damage your rank that is difficult, expensive or possibly impossible to recover from like a de-indexing. Things like keyword stuffing can cause Google to penalize your website causing it to be somewhere on say, page 4 or 11 of the search results. No one will ever find you there. In extreme cases, Google may even de-index your website and domain if you break their rules. This is impossible to recover from and will require a new domain and website.
Your business is what feeds your family and pays your bills. 80% of all internet users will research a company online before they do business with them. They will formulate their impression of your business based on your website and will compare that to the impression your competitors website makes on them. Subtle differences may determine if they buy from you or the other guy. With so much at stake, why trust anyone less than a professional?