2 min read · By Alec Williams
The ROI of a professional website: what Spokane businesses need to know
Is a professional website actually worth the investment? It’s a fair question, and you can answer it for your own business with some simple math.
A new website is a real expense, so it’s fair to ask what you get back. The answer depends far more on your business than on the website itself. Here’s a way to think it through.
Start with what a customer is worth
Before looking at the cost of a site, figure out roughly what one new customer is worth to you. Not the first sale, but the profit from that customer over a typical year or relationship. For a roofer that might be one large job plus referrals. For a dental office it might be years of cleanings.
Once you know that number, the question becomes simple: how many extra customers would a better site need to bring in to pay for itself?
A quick example
Say a new customer is worth $1,500 in profit to you over a year. If a better website brings in two extra customers a month, that’s $3,000 a month, or $36,000 over a year. Even if it only brings in one extra customer every other month, the site may still pay for itself within the year.
These are made-up numbers. Plug in your own. The point is that for most service businesses, a small change in how many visitors become customers adds up quickly.
Where a website earns its keep
Being found. In a city like Spokane, people searching for a service usually compare a few local options before calling. If your site doesn’t show up, or shows up looking neglected, you don’t make the shortlist.
Being trusted. Once people find you, the site has to convince them you’re legitimate and good at what you do. Real photos, reviews and clear information do most of that work.
Being easy to contact. A visible phone number, a form that works, and online booking where it fits. Every extra step loses a few people.
What shrinks the return
- A site that looks good but nobody can find, because SEO was never part of the plan
- No way to track where leads come from, so you can’t tell what’s working
- Launching and then never updating it again
How to measure it
Track calls and form submissions from the website. Ask new customers how they found you, and write it down. Look at Google Search Console and your analytics every month or two. After six months to a year, you’ll have a much clearer picture than any estimate could give you.
If you’d like help running these numbers for your business, we’re glad to talk it through, with no obligation.