But there is a right way and a wrong way. And sadly the wrong way is all too common.
]]>A common and reasonable question.
The answer most people get is that "It depends".
And this is correct, but a general rule of thumb would be useful, right?
One thing you can be sure of - the bigger, the more complex and the more effective you want your website to be, the more it is going to cost you. The old adage "you get what you pay for" is true.
If you pay a budget price, you aren't getting a great deal - you'll be getting cut corners. BUT - if you do decide to make an investment, you should understand what things are really going to make your website hum - and fancy design flourishes is not one of them.
The things that affect the cost of a website:
- Level of customisation – if the visual styling and layout is designed from scratch, pixel by pixel it will be a lot more expensive compared to use of a pre-built design 'template'.
- Size – number of pages, images and/or files increase the cost. But there should be little difference between 5 and 10 pages.
- Functionality – whether it has payment facilities, image galleries, email marketing module etc will naturally lengthen the development and testing time and therefore the cost.
- Bundled services – whether logo design, copy writing or search optimisation is included - if yes, up goes the price assuming these additional services are quality options.
- Level of consultation – some web companies will build exactly what you tell them to, while others will develop user persona's, conduct usability testing, competitor and keyword research. Naturally the later will come at a cost.
- Responsive design - although many web companies include a responsive design as part of the package, be careful. If you are not paying any extra, the site will probably only respond in a basic way - ie resizing and hiding a few columns. True responsive design means thinking about the experience each different user will have and what they are trying to do for each device type - and this will increase the cost. There are a lot of people who say it should just be integrated and shouldn't cost more - this tells me they've never had to go through (what can be) the pain of building and testing a site across multiple devices and screen sizes and ensuring the experience works every time.
- Quality - while not always the case, you generally get what you pay for. Don't treat a web designer/developer like their skills are worth as much as your paper boy's. Designing and developing a half decent website takes time and thought.
How much will it cost in real money terms
The following is a guide for the cost of a website in New Zealand.
These figures do not cover monthly hosted solutions where there is no or little set-up, but you pay-as-you-go.
Zero
You'll get nothing except the tools to build it yourself. You could use something like Wordpress or Google Sites. And you have to think your own time has no value.
In New Zealand, MYOB and Westpac offer businesses a website free for a year. This review of those sites pretty much sums up most similar free offers. You won’t get on the front page of Google with a free website. Chances are it won’t generate leads either.
$0-500
You'll get a limited number of pages (less than 5 and often only 1). You'll pick from a selection of very basic templates and there will be no customisation. You'll have to upload the content yourself.
Unlikely to be any add-ons and reporting will be basic or non existant. You can setup a Wordpress site with quite a good (purchased) professional template, and spend a couple of hours doing it yourself for a reasonable cost in this range.
Watch for 'includes' that actually have no real value such Search Engine submissions.
$500-1000
These will still be template sites but may be more choice, with slightly nicer designs and/or include extras such as an image gallery, contact form. The designs however may be simple and/or ones that are outdated in terms of styles, fonts used etc.
Still will be a limit to number of pages ie around 5. You might be a bit of tweaking of the template colours to match your logo but that will be about it
$1000-1500
Still likely to be template design but may get some degree of customisation or the content may be uploaded for you.
It could include a flash header, image gallery etc.
You may get some basic responsive features, like the main menu collapsing and images resizing.
What you won't get for the above:
- Search Optimisation of any real value. Often people working at this level don't really know how to get a site ranking well for any competitive keywords
- User optimisation - to make the site work for it's money.
- A template does not buy you a site that is easy for your audience. It is still plug-and-play
By now you should be getting a site built with a content mangement system that you can (if you want to) use to update the site content yourself.
A note on content management systems – for cheaper installations it will generally mean you can change the existing content or add new content within the exisiting site architecture and often nothing else. Adding new sections or changing the layout won't be possible.
$1500-2000
May be custom designed if small and/or a simple design is required.
More likely it will be a pre-built template but with options of where the menus are, colour scheme is matched to your brand colours, possibly additional modules, extra menus etc. The quality of the templates should be better than for cheaper options.
Should have a decent Content Management System powering it.
You still won't get user optimisation or SEO (search engine optimisation) beyond the basics such as search friendly urls and title tags – and you may have to specify these to get them included. You may also have to specify a decent analytics package like Google Analytics (although we include them in every site, this is often something skipped over if people can get away with it).
Links to your social sites like Facebook, Twitter etc often come as part of the package, but make sure you can remove them if you aren't active on these.
You should get some basic responsive features, like the main menu collapsing and images resizing.
This should really be the entry point for a small business or sole trader if you want a half decent site. However, even if the site looks nice enough it is unlikely to make you stand out from the crowd.
$2000-5000
Now you start getting into designs that have more customisation or are based on a template that has optional design features.
You could get extra functionality such as payment capability, blogs with commenting, image galleries, contact forms, email marketing modules, social feeds etc.
But you won't get all of these within this price range, or if you do you may well have to do some of the configuration and setup yourself.
Custom functionality like integration into third party systems and creation of visual assets will still be extra. Content creation (ie writing) will also be an additional cost.
These site's should be search engine friendly, although we've seen some in this price range that are not because the business didn't specify that as a requirement. You should get some element of technical SEO but may also get some strategy applied ie structuring the site architecture around your keyword phrases.
You should get some responsive features, like the main menu collapsing and images resizing, and some device specific content or elements.
It isn't until you get to this level that you start getting even half way 'serious', with something that has more thought applied in terms of how it will generate leads, and how it presents your business. However, you are still unlikely to get a site that stands out above the rest of your industry in some way.
$5000-10000
Start to expect something extra – this may be in the form of copy-writing your content, SEO research and integration into the structure of the site, custom graphics, photography or e-commerce functionality (ie shopping cars and payment processing). May even include set up of social media accounts for Twitter, Facebook etc.
But even a 'simple' site can easily cost this much if you insist on multiple reviews and tweaking of the design. If each page has a seperate layout this will also extend the time taken. If the site is large (say over 50 pages) the time to upload the content will start to add to the cost.
Search friendliness, good reporting, a blog, the ability to add unlimited pages (within hosting storage limits), email marketing elements, additional menu items, calls to action etc should come as part of the package. You should get transition from an old site to the new in the form of 301 redirects (so you don't loose search ranking position), but there may be a limit if there are a lot of pages.
If you require member-only access to your site it can sit in this price range, but again it depends on what else you require and how sophisticated your needs are.
You may still have to do the actual uploading of content yourself or it may be included depending on mix of requirements.
If no additional functionality required, expect a custom visual and layout designed by a graphic designer (preferrably with some user experience expertise) for this price range.
You STILL won't get:
- Ongoing marketing that will generate consistent leads and sales, such as Adwords, social campaigns
- Management of the site – reporting, optimisation, care and love
- Technical upgrades, security monitoring etc unless agreed for a period of time
- Custom imagery (ie photo's taken professionally)
$20,000 – 50,000
Should be a fully customised design - which means a designer will start with wireframes, and design the visuals from scratch. There could be variations of the design across the site (eg different colour or different layout for different sections). Probably a larger site that requires sizeable project management and collation of content from multiple stakeholders.
Would expect the input of a user experience professional to fine tune the layout and support of the buying process.
The extra cost may be for custom functionality, application development or integration with back-end or third party systems, software licensing costs etc.
Company wide training on CMS with customisation of content management work flows may also be included.
Would have to be a responsive design, with consideration taken of the different audience needs and experience on mobile devices.
$50,000 plus
As above but bigger (hundreds/thousands of pages) or more complex in some shape or form.
For corporate entities this kind of budget is not unusual.
And then you will also have to pay...
Addtional $$$
Standard ongoing costs you should allow for:
- Hosting - for a few dollars a month if you want to manage it yourself (only for web developers and IT enthusiasts!) How much you pay should reflect the level of support you get. $30 is average but won't include much active support. If you are paying more than $50 expect at least a monthly backup, extra space or some other feature.
- Domain names $20-$40 a year depending on name
- Secure certificates (depending on level of security required)
- Transaction fees to process payments - a few percent per transaction.
- The kind of thing that increase costs (sometimes significantly) are:
- Paying for a web designer or developer by the hour. You use up their time and it's on your ticket! Usually required for custom or complex projects
- Any kind of custom functionality (ie code) or integration with other systems that doesn't come 'out of the box'
- Changing your mind about design elements after the build has begun
- Creative eg brand development, custom flash animations and graphics, photography etc
- Content creation - writing it from scratch or editing existing material
- Migrating content from an old site to a new one
- Any kind of strategic planning and implementation including market research, social media plan, promotion (offline and online), ongoing brand management, SEO etc
- Software licenses for multiple users may apply
- If you want the site to work for people who use TV to browse the web or still use Internet Explorer 6.
- Ongoing marketing of some kind
Don't pay extra for......
- Reporting. Google Analytics only takes a little bit of time to be set up, but should be included or only a minimal cost. Unless you want campaign or event tracking and goals setup for you this will be extra
- A Content Management System (CMS) – most sites are supported by a content management system unless it is a one page campaign micro-site, so having one is 'standard' not 'special'. The cheaper sites however may only have very basic update capability. Some designers still insist on hand coding sites so you need to ask about updating the site up front.
- Search Engine submissions are rubbish, but set up Google Webmaster Tools and submit a sitemap to give it an initial kick. If not, as long as there is a link somewhere to your site, the search engines will find it.
Be Careful of Promises:
- To get you on the front page of Google
- To create a sales powerhouse
- To include setup of Facebook pages, Twitter accounts and Google + pages – this will not automatically make you social
- Directory listings
- Mobile versions of your site 'automatically' or at no extra cost. True mobile oriented user experience design takes thought. Read Responsive or dedicated mobile site – which one is best? that will explain what more is at stake.
All this only gets the foundation - ongoing marketing campaigns, content creation, technical management, security, measurement, care and attention are required. Either you employ someone to do it or outsource it but budget for it either way. A small-medium business's budget should start anywhere between $10,000 and $30,000 per annum for this ongoing work.
Essentee develops websites that sit in a number of these price ranges and yep, it depends on what you need!
What has your experience been?
If you're outside of New Zealand we'd love to hear how these prices compare!
And if you agree/disgree with these ball park figures or think we've missed something - let us know!
]]>This can be very frustrating, as after all that's why you spent all that time, effort and money to get the website looking like the thing of beauty that it (hopefully) is.
The process of turning a visitor (prospect or lead) into a sale (sign up, enquiry or purchase) is what is know as conversion. Your website could (actually, no – make that should) have multiple conversion goals to support different stages in the buying cycle.
And if it's not happening on your website, the question is "Why?" and that's what this article is all about. But first things first.....
]]>Wondering why?
It could be that there is not enough on your website to encourage multiple visits or touches with your business.
]]>
On Breakfast TV, body language expert Suzanne Masefield talked about what US presidential hopefuls were revealing about their true natures and intent.
It was very interesting, and it prompted a quick check of The Body Language Company website, which then inspired this post.
Website's have 'body language'?
Just like your body language, your website reveals your philosophy and approach to your business in ways you may not realise.
Even if visitors find what they want easily they will be affected by these visual cues, which in turn will affect what they think of your business.
The Body Language Company's website for example, feels quite cool due to the predominantly white, blue and grey colour scheme. There are red headlines and a random collection of images and buttons scattered down the page. At the top of the page, the images are of mixed style and quality.
Overall I felt a certain lack of cohesion, with a lack of attention to small details around quality and consistency. Does this reflect the professionalism of the business or quality of their services? Quite possibly not, and when speaking on TV, Suzanne came across as knowledgeable, warm and friendly.
While body language reveals an individual's 'true' nature, a business website may not always reflect the actual experience a customer will have. But it will communicate something about the business. As a business owner, that 'something' might not be what you want it to be!
Website 'body language' mistakes and what they say about your business
- Out of date content = this business isn't committed so they won't be committed to their customers
- Disorganised layout or message = a disorganised business who will miss commitments
- Ugly design = this is very subjective, but ugly can imply lack of competence when communicating or a lack of sophistication.
- A focus on pretty pictures without substance = will talk the talk but won't deliver the goods
- Very little content = not customer focused
- Poor quality images = poor quality products or services
- Mixture of variable styles and visuals = a confused business lacking a single vision and purpose
- Cheap design = cheap, low value products and services
- No website at all = not customer focused, hard to deal with
What is your website body language saying?
And is it what you want?
Image by Steve Ford courtesy of stock.xchng
]]>Kuler
Nice and easy to browse through new and popular themes. You can search by topic, say "landscape" and get a colour scheme to suite.
Some themes are better than others – I like the ones that have a core colour plus a contrasting one to use for highlights. Others are just a selection of tones from a set colour .
Click on a small slider icon to see the full RGB, CMYK and Hex formula for each. You can download the swatch which will work with any of Adobe's creative suit applications
Color Scheme Designer
Another easy to use one with a colour 'wheel'. You can select from mono or complmentary schemes amoungst others and click on a tab to get the colour list but only gives you the hex codes.
Colour Scheme Designer Website
Colorsontheweb.com is similar to others listed here, with this one you can select a base colour and the wizard will display colours in a variety of huse, saturation and tints with the hex code for each.
Colour Lovers - a community system
A community site where you can browse community created palettes for a whole range of projects (not just websites). Also has patterns and shapes. The site aslo has craft related content - all based around things that are (or can be) colourfull!
And you can buy the t-shirt if you really want....
Pictaculous - fun and cool name too!
Upload an image and this site will generate a palette based on the image, and uses Kuler to suggest some themes. There's an iphone app and you can download the swatch.
Fun just to play around with too!
Colourgrab.com is similar in that it lets you enter the url for an image online and get a colour scheme from there. Again, good for inspiration but the scheme is a random and rather large set of colours if you use an image has a lot going on!
Colr.org also creates a scheme from an image (upload your own or get random one from Flickr). You can select a colour from those 'mapped' onto the image and find it's hex code. Unfortunately when we tested it the button to go and find matching istock photos wasn't working. But a nice tool if you want to find specific colours from an image
Color Hunter
This also creates palettes from images and displays with hex number. Not as flexible in the sense that you can't adjust on the fly, but nice and simple. Can upload your own image or enter the url of an image from Flickr.
]]>
Do It Yourself website builders sound inviting, but often end up pretty much as a disaster, or at best not very good for driving revenue.
What are the tell-tale signs of a site that has been put together by someone that is still learning, doing it on the cheap or who simply doesn't know what they are doing?
- Just Plain ugliness.
- Broken Layout
- All bling and no substance
- Splash/intro pages
- Very long load times
- Distorted images
- Multiple font styles and colours
Fast moving neon rainbows. Yellow text on white backgrounds. And comic sans. Never use Comic Sans as a font choice. It always looks cheap.
Contrarily people with a few graphical skills can put together a site that looks pretty - but still has no content that would translate site visitors into customers.
Clip art for decoration. Low quality images and scrolling marques. Poor contrast beteen font colour and the background.
Patterned page backgrounds are one of the biggest contributors to website awfullness. If the content area has a plain background behind it then it can be ok and even look good. But no one should have to try and read text over a tiled image of your cat.
What do mean you didn't test how it looked in all browsers? If you don't even know what this means and why you have to do it you could be in trouble.
A layout is broken if elements appear overlapping or otherwise out of place.
Flashing banners, scrolling text, lots of animated gifs. Use of Flash is declining. It put up a good fight but the end of websites built in Flash is inevitable as we move to HTML5.
Even pretty static images won't solve a website that is as empty of value as a plastic bag.
These went out in the last decade. For a reason. They add no value and interrupt the users experience.
For either pages or images – you know the kind, the ones that seem to prefer to 'reveal' themselves slowly. Painfully.
Often the result of trying to scale an 100X100 pixel image into an 960 x 200 space. In fairness this can happen when even the most professionally designed and built website is handed over to someone who isn't qualified to manage it.
Several is Ok. Ten is not. Old fashioned cursive and serif fonts should only be used if appropriate to your brand (like, you sell Antiques)
Not limited to the DIY-er but sins none the less
- Lorem Ipsom holder content
- Coming Soon or deserted pages (ones that have a sentence, and that's it)
- Outdated content – if your news section hasn't been updated for a year, what does that say about your business?
Other signs you've taken short-cuts
- No Content Management System unless it's a microsite, landing page or just temporary
- No Analytics – you can't manage what you can't measure
- Not W3C compliant – bad code is bad code
- Missing meta data – especially missing title tags means Google probably can't see the site
While images do create an ambiance and set the visual mood and tone, images for purely decorative purposes should be avoided in favour of quality images that serve a specific purpose.
The most frequent example of images used purely for aesthetic purposes, is when you see images of happy smiling people. But who are these people and how do they relate to what you do? Just because an image is attractive does not mean it will be effective.
Free image courtesy of FreeDigitalPhotos.net
Here's are some pointers that can turn your images from drab to fab:
1. Use images that have a purpose
Images should either:
- Convey information or a message
- Illustrate a point, like charts and product shots
- Encourage interaction or help navigation by directing attention
Images can be used to convey information that is difficult to do using text, such as trends, data or concepts.
If you have a product, you definitely need good, close up images of the products.
If you provide an intangible service and want to provide images that show how happy you make people, thinking about adding captions that can provide some kind of context for the image.
People like doing business with people, so for this reason include a photo of you, your staff or a team shot. Don't go using models – you're not fooling anyone!
2. Consider image placement and direction
Where you put an image on a page matters a lot.
Research has shown that we will look at an image before we read headlines or copy so when using images on articles, put them above the headline.
There is a lot of debate about whether images should be on the left hand side of the page because doing so disrupts the 'left hand margin' and therefore the flow.
However, this will work well for images you want people to take notice of – like calls to action.
Take care of sight lines in images.
These are created by the direction a person might be looking or pointing, the straight lines of a road, roof or building etc.
People will follow this sight line and you want them to follow it to something important (like a call to action) or deeper into an article – not off the side of the page!
3. Use Captions
Captions under images are read on average 300% more than body copy* so not including captions can mean missing an opportunity to engage a visitor.
Captions are also useful if you need to explain the image such as "Roof before repair".
4. Use high quality images
The quality of images must be high which means make sure the subject is in focus and easy to see (no grainy shots!)
Images should be consistent in style, which means if you use black and white on one page, then you should keep the theme going. If you use cartoons then stick with those. And they should be in line with your brand identity.
There are many people who will say not to use stock images, but stock images can be beautiful and entirely appropriate. They are also much better than out of focus, low saturation images taken by an employee!
5. Optimise your images.
To keep image file sizes as small as possible, resize the images to the desired size before uploading them to your site. Quick loading pages are important from a user perspective, and Google takes notice of load times as part of 'scoring' your site for SEO.
To give a small helping hand to your SEO efforts you should also:
- Include a descriptive ALT text that includes keywords
- Include keywords in the image file name
- Makes sure they are optimised so they don't slow the page donw
Ask Yourself
For each image on your website:
Does this image communicate anything about the content
Is the image appropriate to the message
Does it fit with the style and organisation of the page
* Source: kissmetrics
]]>Good quality images are really important for your website. It's better if you can get quality shots of your products but sometimes it's not feasible.
Fortunately there are several sources for good quality stock images.
License restrictions apply, with extended licenses sometimes needed if you want to use them for print, resale or at higher resolutions than 72 dpi.
International:
- iStockphoto - pay for blocks of credits, images can cost as low as a few dollars
- Shutterstock - over 20 milion stock photo's. Pay for monthly subscription or pay for a package of images.
- 123rf - also pay for credits and pay a number of credits depending on size of image you want
- Gettyimages
New Zealand images:
- www.mychillybin.co.nz - more expensive than international but they have some gorgeous, local shots
- www.photonewzealand.com
]]>