A new website, whether that means the design and build of a new website from scratch or the redesign of an existing one, should be profitable and should be worthwhile. There’s little point in having a website to represent your business online if it only exists because you’ve resigned yourself to the fact that you must have one, because ‘that’s what everyone has these days’. A website must be profitable, and it must bring new business by engaging visitors to such an extent that they become valued customers or clients.
We all know the importance of maintaining an online presence, and it’s unwise to think of your website as little more than a digital business card. Your website needs to provide a faithful representation of your brand’s ethos, function effectively as a marketing tool, be analytics-friendly, be continually optimised to keep pace with the increasing sophistication of the search engines, be responsive and user-friendly when viewed from all devices, and through all of that, your website should have the power to convert visitors into customers, which in turn will increase revenue.
In short, if your website is not profitable, then it becomes a cost. If your website boosts conversions, revenue, and works wonders for your bottom line (as it should), then it is an investment. When taking the decision to restructure, redesign or build a website from scratch, you need to consider how the project should be managed to ensure that, once live, the website performs well and delivers a strong return on investment.