Make a Great Website that Delivers a Successful Return on Investment

February 27 2014

By Chadwick Meyer

Return on Investment

A great website should be one of the most vital parts of your business strategy, not only easily paying for itself but driving a significant portion (if not all) of your business sales. We have clients whose businesses were completely transformed by their website. They saw what worked and now invest hundreds of thousands of dollars in their website year after year, because it delivers a great return on investment.

Unfortunately, many people "get a website" because they think it's what they are "supposed to do". They don't have a strategic plan for integrating their website into their business' success. And they think an $8/mo website is a good deal. But they never stop to ask what that basic website is actually costing, in terms of lost revenue and opportunity!

If you ask the business owner who makes $1,000,000 from their $100,000 per year investment, who would they say is getting the better deal?

It's not so much a matter of how much you spend, but ROI for every dollar spent and how much lost opportunity is costing. If your competitors are getting more traffic than you and making more sales, how much is that worth?

Every business and industry has different opportunities and potential to capitalize on opportunity. If you paid $100,000 to get a million visitors next month, you couldn't possibly handle all those sales. So you may not recoup your investment. But a careful, incremental strategy, can customize a solution that delivers valuable ROI for $100, $1,000, $10,000, etc.

Examples of Business Saving and Revenue Generating Features

So instead of thinking about your website as an extra business costs on your checklist, think about it as a source of massive revenue potential.

Establish an Impressive Brand. Promote your brand with a professional image that is online 24/7 for the world to see. Provide a professional image that your sales and partnership develop team can confidently direct leads toward which will impress the client and make sales much easier. You can also associate your brand with helpful content on your website that will increase SEO and bring in more visitors.
Funnel for Conversion Goals. Everything on your website is a funnel to get your visitors to complete your desired actions, e.g. when they look at your team they are invited to contact the person, when they read an article they are invited to ask the author a question, when they download files they are asked to provide their contact information. Everything funnels to your conversion goals.
Product Sales via Online Store. Increase your revenue by selling more products and services through an online Ecommerce store.
Generate Contact Leads. Solicit phone calls from visitors on your website, or gather contact information from interested visitors by making it easy to contact you. You can motivate visitors to sign up for your service or provide you with their contact information in exchange for access to special features, private information and reports, physical merchandise sent in the mail, or other members only services.
Customer Support for Administrative Processes. Increase customer satisfaction and reduce administrative costs by allowing customers to update their own information, manage support requests, or provide them with answers to questions like Directions, Hours, FAQ, Tutorials, etc.
Service Platform with Online Tools. Be a platform for doing something awesome online. Or provide more ordinary online services that empower visitors or members to interact with your business’s services in valuable ways. For example: Searching and Mapping Data, Searching and Playing Multimedia, Cost Calculators, Facilitate Communication, Games or other Fun Features.
Informational Resource. Save a lot of time communicating with customers or members by publishing your latest news, description of services, and other helpful resources.

These are just a few high level ideas, but if integrated with your business, any single one of these could be worth thousands of dollars of savings or new revenue.

We would love to consult and help you analyze your entire business operation, sales and marketing strategy, and support, and suggest ways that you can dramatically improve the ROI of your website.

Tags : ROI, Return on Investment, Branding, Sales Leads, Direct Sales, Customer Service

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