Websites don’t automatically become lead generating powerhouses. It takes time, a well thought out strategy and, of course, capital! A fully optimized website can be the best marketing asset you have, and it can even be your best salesperson. So, how much does a lead generating website cost?
A lot of the time people are first being introduced to your brand through your website. It’s your opportunity to make a good first impression, offer value to visitors, and prove your expertise in your industry. If you check all of those boxes, there’s a good chance your website visitors will convert into leads and then into customers.
Lead Generation Website Cost
The cost depends. It depends on website complexity, technical functionality, host platform, and several other factors. What about redesigning an existing website over creating a new one from scratch? That can also make the cost vary from one project to the next.
The cost of a standard website redesign ranges from $5,000 to $15,000. If you want a lead generating website, that requires research and analysis, and an in-depth content plan first. In total, a lead generating website project can range from $15,000 to $100,000.
Where do those numbers come from? Well, it starts with the work that’s done before anyone designs a cool layout or touches a line of code. Every lead-generating element placed on your new website needs to be based on data and research.
For us, it starts with taking our clients through an eight-week marketing action plan. In that period we learn everything about your business and what your goals are for your website. For example, we conduct persona research by talking with your current clients. That feedback influences site messaging and how your products and/or services are prioritized.
I can’t overstate the importance of the research phase of a new website project. If you’re skipping this step, you’re at risk of making uninformed decisions that don't appeal to the needs and wants of your website visitors, which could negatively impact the success of your website and business.
The Purpose of Your Website: Establishing Your Goals and Target Audience
Once the purpose, goals and targeting of your website is flushed out, it’s time to develop the copy and design. The execution side of things is your chance to separate your company from your competitors. This competitive edge also factors into the cost.
You can easily and inexpensively find someone who can make you a good looking website. That’s not enough. Does the design and copy capture the attention of your site visitors and lead them down a conversion path? The answers should be yes. If the answer is no, you essentially have an online brochure representing your company, and not a lead generating machine that works while you sleep.
What You Gain From a Lead Generating Website
Leads and business opportunities. But how do you get those leads? Here are the elements you must have on your new website to get your return on investment. Investment is an important word here. Don’t think about a new site as an expense, it’s an investment.
A website designed to generate leads should include the following.
- Helpful content hosted in a blog or resource page
- Conversion points: calls to action, landing pages, forms
- Downloadable content offers such as eBooks, White Papers and Case Studies
- A method to measure leads and conversions
- Mobile-friendly and browser responsive
- Search engine optimized copy and headlines
- Clear and consistent brand standards (colors, imagery & icons etc)
These pages or topics should be covered to appeal to visitors whether they are ready to buy or not:
- Product/Service Overview
Visitors should clearly see and understand what you do without having to do any work on their end.
- About Us
This is your chance to explain who you are and why your company exists.
- Industries or Types of Clients Served for B2B
Let your visitors know who you can help and how you can help them.
- Case Study/Portfolio
Don’t just tell people how good you are, show them by providing them with valuable resources.
- Product/Service Overview
There you have it. From start to finish, that’s everything that goes into creating a lead generating website. A website is never “finished” -- you need to stay on top of your site analytics and adjust accordingly. A new website is an investment every business should make if they’re serious about using their site as a tool to drive leads and sales.
Every successful lead generation website as a core foundation. We created a guidebook that outlines the top 25 elements all lead generating websites absolutely MUST HAVE. Download your copy of our guide to help ensure your site is set up for success.
This blog was originally published in 2018 and was updated in November 2020 for accuracy.