Have you had a website for three or four years (or more) and haven't looked after it since then? Well, you're out of the market. With the 21st century well underway, there are still many companies that consider their website to be a "something" that needs to be had, but they give it little value as an asset for their balance sheet. Since it is not touched, it doesn't take up space and it doesn't provide anything tangible, you can't put a figure on it. This is a huge mistake.
If you already have a website, congratulations. But you haven't done anything yet . How many websites are there on the Internet? Well, in August 2019, there were 1.7 billion and three quarters of that number remain inactive, that is, they are static websites. It is clear that it is not enough just to "be there", you have to "offer".
Over the last 25 years, companies have created websites as a commodity for belarus phone number list their company, as a marketing expense when it is an asset. Why? Because they do not expect anything from it, just to “be there”.
The test for considering something an asset is to prove that it has value for the business. That is, if it generates sales leads, if it attracts clients , if it is capable of attracting the best CVs for the HR department, if it gets subscribers for your blog… If your website does none of these things, then it is worthless .
Why is this important? By considering your website as an asset rather than an expense, business owners and managers are more willing to take a long-term view of a website and therefore invest accordingly.
Treating the web as just another salesperson (or the first one), as just another human resources manager (or the only one), produces a change of mentality in an organization. Suddenly, there is a willingness to invest to improve the figures.
But investing in a website doesn't just require an initial investment, however high you want or can make it. Websites with good sales and conversion rates take years to establish themselves and need a constant focus on improvement . In many industries, a website isn't considered mature until it has more than 1,000 pages of content . Obviously, that takes years to achieve and requires constant investment.
How to measure the value of your company website?
The basis for considering the value of a corporate website is its potential to generate new revenue or sales. Valuing your website is similar to evaluating other items on the business balance sheet: it requires professional skills and the ability to recognize what creates value on the website:
How many sales is your website getting? None? How many contacts are coming through your contact form on the website? None, right? Well, with a website geared towards getting contacts , with constant inbound marketing work , leads will come in regularly. With these contacts, you can feed a database that can be worked with a CRM from a commercial point of view.
What metrics does your website have? How many visitors? From where? These numbers may not seem very interesting to you, but they are well-founded indications of where your business will go, whether you like it or not. If your website doesn't have traffic, no one will consider you.
What technology does your website use? Were SEO strategies taken into account during its development ? Are you using marketing software platforms such as Marketo or HubSpot to help it gain momentum? If you are not clear on the answers, it is clear that you need to reconsider the usefulness of your website and include it in your balance sheet as an asset.
Would you like us to audit your website to show you its value? This requires the insight of an experienced marketing professional. At Bannister Global we can help you do this and consider the strategy to achieve change.
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