Photo by Christopher Chan

I often ask my prospects what they want from their new Web site. What their goals and aspirations are for this new advertising medium they have asked me to create.

“I want a good design.”

I often ask my prospects why they want a new Web site.

“Because everybody else has one. It’s just the thing to do, isn’t it?”

Wrong!

No, it isn’t. It’s not the thing to do.

That may sound strange coming from the owner of a Web development company, but take it, run with it, and hear me out.

A Web site is pointless unless it’s doing something. Advertising. Earning. Branding. Motivating. Inspiring.

Why do you want a good design?

“I don’t know really. It just wouldn’t look good without a good design.”

Despite what most people think and what has been drilled in to us over time by “certain” Web designers, your Web site shouldn’t be about a good design. A good design is an excellent thing, but what’s the reason for that good design? Do you want a good design because your friend Bill has a good design? Do you want a good design just because, well, just because? Or, do you want a good design because a good design is what is going to aid visitors in navigating, reading and enjoying your Web site, which will ultimately result in more business for you, and more profit?

There’s always a deeper purpose to wanting a good design. There are any number of valid reasons, but usually a customer wants a good design because a good design is a part of an overall plan to produce a Web site which converts visitors to customers and in turn gives the customer a healthy return on investment for their Web site.

Expense or Investment?

Most people mistake the cost of a Web site for an expense when a well planned, well managed, well developed Web site should be an investment. An investment with a solid return on investment.

So what’s the true value of a Web site?

The true value of a Web site is not measured by how good the design is or how many pages a Web site has. The true value is how well your goal is met. The goal for your Web site may vary from simple brand awareness to an actual dollar amount you want to profit from your new Web site. For most of our customers, their goal is to increase their annual turnover as a result of the Web site.

So you’re saying I shouldn’t have a pretty design?

If you’re going to get a 300% return on investment with a less than eye-candy design, but just a 200% return on investment with a stunningly beautiful design, which would you choose? I know which I would.

The Reason Companies Spend Millions

Some people, even Web designers themselves, often have a hard time believing that a Web site can cost several hundred thousand dollars, or even millions of dollars. But it’s true. Companies do pay these amounts (albeit not to us. Dang!).

So why do companies pay upwards of $300,000 for a Web site? Because they know in the first 12 months of launch, they’ll make $600,000 from their Web site. It’s simple ROI and math. If you, as a Web developer, can show a board of directors that by spending $50,000 they’ll only make $75,000 in their first year, but if they spend $300,000 they’ll make $600,000, they’ll always go for the more expensive option.

Companies spend millions building new stores on the high street each day in an attempt to build their brand awareness, draw in customers and showcase all their products. So why wouldn’t a company spend millions to build another store (Web site) in front of a far wider audience that is the Internet?

Summary: - A Web site isn’t all design and eye-candy. You should have solid goals for your Web site. Brand goals. Marketing goals. Sales goals. And your Web developer should work with you to produce a Web site that is an investment, not an expense. A Web site should not be something “you just do”. It should be a living, breathing marketing medium that helps your business to grow and succeed.

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