Marketing plays a significant role in every aspect of your business. In its essence, it’s all about identifying customer needs and trying to optimize your business around them so that you attract and retain profitable customers.
In this guide, you will learn how marketing defines the average cost of a website. We will assess the connection between a company’s marketing efforts and its website and see the aspects of marketing that have an impact on the cost of website development.
What Is the Connection Between a Company Website and Its Marketing?
Marketing entails a systematic approach to creating, communicating, and delivering value to target consumers. And, in order to do that, you need a proper channel through which you can perform these core marketing tasks.
Traditionally, businesses used multiple forms of media to receive and communicate information regarding their customers and their needs. It helped them perform the tasks of creation, communication, and the delivery of customer value quite smoothly. The forms of media, or more simply, the marketing channels, were television, radio, and physical mode of communication.
After the advent of the internet and the digital era, businesses no longer need immense resources to reach their target consumers. Online advertising and promotion mediums are changing the way people approach marketing.
Your website plays a crucial role in building a brand for your business. Paired with other strategies and tools, it helps you establish your brand image. The copy on your website and email marketing campaigns enables you to create a brand voice that sets you apart from the competition. Your website is your digital representative, helping you present your brand and stay connected with your customer 24/7.
What Aspects of Marketing Affect the Price of Developing a Website?
Since a website is one of the most important marketing channels for any business, taking into consideration the marketing factors that affect its cost is important. Here, we’ve listed four aspects of marketing that may have an impact on the cost of website development.
To be successful, a business needs to focus on helping out its customers and adding value to their lives, and these efforts are communicated effectively through good marketing. It will be impossible for you to add value to your customers if you don’t provide a quality experience during the interactions they have with your website.
But, providing users with an awesome experience requires the hard work of excellent designers and a dev team that creates the magic.
Good UX design is empathetic to the user. The design of a website should address the main pain points of its users, and the users should be able to resonate with it. You must try to see your business from the eyes of the customer and put yourself in their shoes to learn about their needs, desires, and pain points.
Flashy popups and all the animations that you add to your website should be there for a specific reason. Unnecessary and irrelevant graphics will only spoil the user experience.
Along with being thoughtful and complete, your website’s design should also be simple. A complex design that requires users to click through six different pages to buy a single product will be a nightmare for the customers. Contacting your support team should be as simple as clicking a “call us now” button on your main page. Try to minimize the effort required to perform any action on the website.
Removing unnecessary graphics and opting for a simple design will not only increase the efficacy of your website but also drive down the costs of building it. The more complex the design is, the more costly it will become.
Lastly, good UX design is geared towards improving conversions. Optimize your website copy so that it ensures maximum conversions.
Conversion Rate Optimization
The process of improving the quality and quantity of conversions on a website is also known as ‘Conversion Rate Optimization (CRO).’ It is the ratio of total conversions that a website gets after all the visits.
A conversion refers to a certain desired action taken by the user after visiting a website or seeing your campaign. It can be buying a product, signing up for a newsletter, etc.
CRO is not a standalone process but rather a part of UX design. It is performed on an annual or monthly basis and aimed at providing an increase in ROI, which means it helps you increase the effectiveness of your marketing strategies.
It does not have any direct impact on the cost of website development, but since it is part of regular website maintenance and tweaking, it significantly impacts your marketing costs.
Optimizing the conversion rates of any website requires a holistic approach to marketing. You need to be good with SEO (search engine optimization – more on this later) and SEM (search engine marketing).
You also need to write convincing sales copy. Along with all these strategies, you need to come up with other outbound strategies that are aimed at boosting conversions. That includes email marketing, social media marketing, advertising, and other marketing efforts.
An incredibly important factor when it comes to the success of any website is SEO.
Most users search for products and services through search engines like Google and Bing. And, if you are a new business, the chances of people trying to reach your site specifically through its address are quite low. Most of your customers will find your website after a Google search.
Now, that discovery can be because of the content that you pushed to your site, whether it’s long-form articles or short blog posts. Or, a user could be searching for keywords related to your business when your site showed up in the results.
Both scenarios are possible, but only when your site is properly optimized for SEO. Broadly, SEO consists of three main activities:
- Technical SEO
- On-Site SEO
- Off-Site SEO
Each of these activities has a large number of steps and strategies to take on. The part that has an impact on the cost of website development is the technical SEO. The choices of CMS, CDN, SEO plugins, and platforms to target are the main technical SEO factors that impact the cost of website development.
If you want a custom-made website developed from scratch with the help of technologies like PHP or Python, SEO will be much more difficult and will cost you more as well. But, if you opt for alternatives like WordPress, the SEO game can be inexpensive.
The third approach you can take is to hire an agency that provides you with a one-stop-shop solution from development to SEO optimization. It will make life easier for you to a great extent.
Speaking of a one-stop-shop solution – if you want to stay ahead of your competition, you need to provide multiple services to your customers.
Furthermore, implementing that strategy successfully will require you to have an omnichannel approach. Along with your website, you’ll need a solid social media presence as well, which requires consistent branding across all platforms.
The brand name, design style, color palette, and multiple other design factors need to be consistent. Your tone of voice on social media should reflect the tone of your website content and vice versa.
The images and graphics you use in your blog posts should be coherent with your logo and branding materials. From a single infographic in a blog post to a series of videos created by your business, everything needs to incorporate your brand’s unique design and style.
Naturally, this increases the costs of creating your site as well as maintaining your social media presence. You may end up hiring a graphic designer to manage all of it in-house. That is going to be extremely costly for a new business, so you can opt for an agency that does all the development and creative work for you. Doing this will help you cut costs.
Lastly, we would like to emphasize the importance of employing proper marketing strategies. From optimizing your website for search engines to improving its UX design to better meet your customer needs, you need proper planning to ensure that you drive down the costs related to your website. Also, mere planning will not suffice. You will need a solid execution as well. Planning for such activities is just the first step – the actual game is all about execution.
Digital marketing is now an integral part of every business process. From the discovery phase when the product is not yet ready to the post-development phase when you’re in the market, having an effective marketing strategy is key to success.
In the pre-discovery and discovery phase, when a business is still figuring out which solutions to offer and which not to offer, an effective marketing strategy helps identify the right solutions by specifying the target audience and adjusting the offers according to their needs and demands.
Later, as a business is being consistently promoted and advertised, an effective marketing strategy helps boost sales and retain profitable customers.
In short, no matter which stage of business you are in, you need good marketing to stay in the game. Your website is a critical part of that, and understanding the various marketing aspects that will affect the cost of developing it can help you create a fantastic site within your budget.