What Are Average Web Site Costs?

What are average Web Site costs? This is a questions I get asked, and I know based on looking at search data, that many of you out there are asking as well. All in a quest to find out what is that magic number amount (in most cases seeking the least amount) necessary to get a Web site up and running.

Let’s answer a question with a question. What is an “average Web Site” anyway? I don’t think you would find a single business owner that would be satisfied with an “average” Web site. In my experience most want extraordinary.

Average: n
1. An intermediate level or degree.
2. The usual or ordinary kind or quality.

In order to succeed online, you need more than “intermediate” or “usual or ordinary.”

The fact is run-of-the-mill sites, generic sites, me-too sites, templated sites are simply not impressive or effective. To thrive online you have to stand out, you have to be unique, you have to look credible and “average” will not accomplish that for you.

So where are we at with “average Web site costs”?

You could visit 100 different developers and get 100 different price quotes based on your description. You have to realize that the price will vary based on the business experience and skill set of the developer, what their services include and what type of site you would like them to create for you. And, don ‘t be too surprised at how what you feel is a simple description, may not be so simple to implement.

One should not assume simplicity if they have no server, coding, or online marketing experience. Instead you would be better off to assume everything is more complicated than your exposure and personal experience would lead you to believe.

Since each and every site owner I’ve worked with over the past 15+ years has different desires and expectations, you can very quickly see how there can be no such thing as an “average Web site cost.”

What Determines Web Site Costs?

For example:

• How large and complex is your proposed site? This can make a huge difference in time/cost to integrate your data after the site is developed.
• How many interactive contact forms/polls and features would you like to have? The complexity of each will also contribute to the site’s development cost.
• Do you want any special functionality or scripts that need to be integrated? If we can use an “out of the box” plugin or application (like WordPress as a CMS) or existing scripts, the costs can be reduced.
• Is the functionality you desire something that has to be customized to your requirements? Reinventing the wheel or customization of established applications takes time, skills and additional cost.
• How many images or photos do you want the developer to create and integrate for your site? Quality graphic creation for the Web is a skill set in-of-itself in order to have visually appealing photos and graphics on your site. The number of quality graphics/photos you want integrated or created will also contribute to the cost of your new site.
• How much support and training will you require to run your new online operation? While I include coaching as part of my site packages, once your site is launched plan on needing even more direction and guidance to keep up and remain competitive.

Look at building a Web site just like you would do when building a house. Number of bedrooms and baths, attached garage, Jacuzzi, hardwood floors or vinyl or whether you have central air or not can and will effect the final price tag of your home. The very same methodology applies to determining the cost for Web sites.

Based on my 15 years of online experience, when potential customers are looking for the “average” cost, they are more times than not looking for the least expensive cost. And that can be a fatal mistake that dooms their project even before it starts!

Now that your Web Site will be your company’s face to the world, price shopping based on average Web Site costs alone, can many times have the customer choosing a less experienced and skilled developer. Which can result negatively on their online presentation and reputation — and more importantly branding.

You should not let your lack of knowledge or intimidation with technology prevent you from learning enough to be able to separate the wheat from the chaff. If you don’t make the effort to investigate your potential online partners, you may find you will not get what you assumed you were paying for. Nor will you experience the necessary ROI to grow your program.

Just as in any service business, those who are good at what they do, do not compete on price. They don’t have to because referrals keep their schedule filled with new customers who see the value in what their skills and experience can bring to their program. The same goes for technology consulting.

To gravitate to an individual or company solely based on them being the least expensive is surely not a wise business decision when you need to trust and rely on that consultant for your business image, branding and ROI.

In a day where almost everyone is (or has a friend who is) a “Web designer”, the onus is on the customer to determine who in fact has the professionalism, skills, experience and expertise and more importantly the ethics and integrity to help them reach their goals — for the long haul.

Customers also need to understand that those very same traits come with a price tag. To think you would get an experienced professional presentation at the cost a high school student or what a beginner who dabbles in Web design software may charge is basically naive.

That said, when you choose the right partner, for all the right reasons, you should have no problem recouping your investment by experiencing a strong ROI based on their ability to guide you appropriately. When looking for a developer, you should also be seeking a long term partnership. Not a company you can hire today who can go out of business tomorrow, but a true partner that will be there to help your program grow to its full potential as technology evolves.

Your “average Web Site cost” should also include marketing assistance and expertise. When it comes to creating Web Sites, you literally have to think about the marketing aspect before you type a single bit or byte of code. If your developer doesn’t have this marketing expertise or the ability to assist you with your marketing strategy once your site is launched, you are starting out with a major disadvantage.

So, I guess that old adage does apply to average Web site costs. You really do get what you pay for.

Web Site Cost Overview

With the economy as it is, I’ve been increasingly receiving requests in regard to Web site costs as folks look to the online environment to subsidize their income. Some have ideas they had on the backburner for some time while others are falling the prey of “slap up a site, sell anything, make bushels of money” hype.

What is clear is that perceptions about what a Web site should cost as well as what is involved in running a successful online venture, are not based in any reality that I can determine. Most think a quality, effective presentation that has everything they desire should only cost a couple hundred bucks — and that should include marketing expenses! And…. it should just work!

All the DIY hype about things being so easy a monkey could do it has apparently become what most choose to believe. Many are simply not willing to make the necessary investment to give their enterprise a running start (in time, effort and cost). Even if you did (or could do) everything yourself, a couple hundred bucks is barely enough to get you on the map.

Since I am being asked this type of question almost on a daily basis, I thought I would take the time to give you the top 3 issues that are involved in having a quality, professional presentation. What you need to think about and the general cost concerns that are involve.

1. Web Hosting: Hosting that includes all the features and functionality you will need to succeed and to grow into cannot be found on low-end or free hosting services. Hosting server costs can range from $9.95/month and up depending on the functionality you have on your site. Free hosting programs simply will not cut it for a serious business effort. In some cases you can save on the setup fee by choosing an annual pay option.
2. Design: Forget about setting up the simple HTML “Website” that up to a couple years ago was standard and customary. Go with WordPress and you’ll have the ability to utilize all the social media networking and marketing tools that are available as well as save money being able to easily make changes to your site yourself. You can purchase very professional CMS WordPress themes for $40-100. This not only offers you cost savings from having to reinvent the wheel, but shortens the overall project’s production time as well.

   More times than not, most business owners do not have the coding skills or the experience to manipulate these established designs and maintain their professional look and feel. No, knowing how to use FrontPage or Dreamweaver won’t cut it. You need to know the code! To hire a developer to customize the template and add all the scripting and functionality in the background that you desire, fees will range from $200-500 for simple graphic additions and navigation customization.

   In the case of WordPress, prices will again depend on functionality required to be integrated into the design and number of plugins or widgets involved. If you want a designer to start from a blank slate and reinvent the wheel for you, plan on at least $1,000 to 3,000 for a basic (5-10 page) well developed optimized site or $800 for a custom professional WordPress theme.

3. Marketing: New sites are put into search engine holding areas until they pay their dues. It could take several months or more before a new site hits the live index and that most likely will be many pages far away from the top page. This is where marketing comes in.

   Both on and off-line have to be addressed immediately to ensure visibility for your new site. Without a marketing budget you simply will not accomplish any realistic goals. The Web is NOT a “build it and they will come” environment. Count on the fact folks won’t be able to find you without aggressive marketing efforts. By using WordPress and having a Blog, you build your site with quality frequently updated content that search engines love — all it takes is your time! A simple Pay Per Click program, depending on the competitiveness of a market, could easily be “a couple hundred” all by itself — per month.

   Then most importantly, you have to budget your time to market. Now with all the social media networking and marketing opportunities that require your time to participate, any online business would be remiss to not take advantage of all that is offered in this regard.

As I’ve noted in other posts, having a successful Web site is having a successful business. And to do so it takes your time, cost and planning. Forget about the hype in regard to easy or quick money. Doesn’t exist. Ignore the cheap and free junk that you see online or in your inbox. And don’t fall for those silly commercials claiming that you can make thousands a month by simply logging on to a Web site. That stuff is from folks whose only goal is to sell you something based on unrealistic expectations — taking advantage of what you don’t know so they can make money!

Now you do know.

What many new site owners overlook while they go into “sticker shock” over the reality of what doing things properly entails, is that when executed properly, the initial costs of your Web site’s development and marketing, will be made back multiple fold. That’s called ROI.

How Much Should a Web Site Cost?

Whatever it takes to compete in your market! The most you can afford to have a fighting chance to be taken seriously and for site visitors to have confidence in doing business with you!!

I’ve seen great sites for $1000 and over-priced sites in the 5 and 6 figure range. It isn’t as much what the cost is or should be, it is creating a presentation that will produce the desire results.

You can even build your own Web site for nothing except the cost of your time. But will you create a site that will provide the necessary ingredients to ensure your success? Probably not. WYSIWYG (What You See Is What You Get) editors like FrontPage do not compensate for a lack of color sense, marketing considerations during the development process, intuitive design and the staples that need to be in place to provide the perception of legitimacy.

How much should a Web site cost? How badly do you want to succeed?

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