When to Invest in Custom Web Design & Development ( and how to prepare for it)
Investing in a custom website on day one isn’t something I really recommend. Like at all. It’s a huge investment of time, money, and energy—and for good reason. When you’re at the right stage in your business, you’ll see the fruits of your labor ten-fold—but only if you’re ready for it.
If you are just starting out and figuring out where you fit in your industry, I’d recommend getting yourself a beautiful template you can DIY (ahem, I have one of these). Your time and money are better spent honing in on your magic, fine-tuning your offerings, and sorting out your systems that make running your business easier while creating a chef’s kiss client experience.
So, how do you know when it’s time to invest in a custom website?
Basically—when you’ve got the goods, you’ve tested the goods, you’re aligned with the goods, you know who you’re selling the goods to, and you’ve got the experience and systems in place to deliver the goods—you ’re probably ready to invest in custom or semi-custom web design.
If that’s not where you are just yet, don’t fret—here are some things you can and should be doing in the early days that not only provide the data and insights needed to build an effective website, but also help you stay on top of your business.
Track the Data
It takes a fair bit of testing out ideas, products and services, and internal systems until you get enough internal and external feedback about what works and what doesn’t. There are insights and data you need to find that clarity in your business—plain and simple. And, once you have it—you’ll be able to build a purposeful, successful custom website. Nobody (I MEAN NOBODY) has this when they’re just starting out. Here are a few things to make note of...
Where are your customers coming from?
Where are they hanging out on your site?
How long are they sticking around or?
What’s capturing their attention?
What services are they connecting with most? What services aren’t getting any action?
Where are there bottlenecks your process? Are there a bunch of people getting to a certain point of your process and then progress stops? Why is that?
PRO TIP: Set up Google My Business and Google Analytics. Even if you’re like I don’t even know what the hell this is or does…your future self will thank you later.
Get to know your customer
When you’re keen on your ideal customer, you can more effectively sell to them. I’m not talking sleezy tactics. I’m talking understanding their hopes and dreams as well as fears and failures so you can help them solve their problems and reach their goals.
Connect with them on social media. Gain insights through interactive stories (polls, questions, etc.)
Start an email list and begin testing content. See what strikes a chord and what doesn’t
Flat out ask them questions and collect feedback after working with them to see what jives and what maybe didn’t go so smoothly
Test your services
In the very early stages of business, there are a lot of paths to explore, mistakes to be made, and lessons to learn. I myself didn’t quite know where I was steering this spaceship until year three. And I (the professional web designer) didn’t invest a ton of time and energy into my own website until I was clear on what I was offering (and enjoyed offering) and to whom.
A lot of time, energy, and money goes into creating your products and services. Before you’re ready to invest in a custom website, it’s best to have a solid set of offerings with all the kinks worked out. While you’re in the testing phase, check in with yourself along the way to make sure what you’re offering feels good to you and fits a hole in the marketplace.
What services are people attracted to?
What services are causing bottlenecks?
Do my services provide value?
Is that value clear?
Are my services profitable and in my zone of genius?
Budget for other professional services.
I can’t stress enough how important it is to enlist the help of other creative professionals when you’re ready for a custom website. I’m talking about a creative director or brand strategist, website copywriter, and brand photographer. And if you want to really go all out…an SEO strategist and an email and/or social media marketing pro.
If you have a beautifully built website, but your copy sucks, there’s a disjoint and folks will get confused are bounce. If your site is beautiful, your copy is on point but your photos are crap—or worse, cheesy stock photography—you’re still sending a mixed message. Your website is a huge opportunity to influence perception of your brand. And, as Marty Nuemier says…it’s not what you say it is, its what they say it is…Creating a cohesive, clear, and thoughtful website that just reeks of your brand’s personality and vibe is the ultimate goal. And one that’s hard to achieve through investing in just a custom website design. You and your business are one of a kind and deserves to be treated as such.
