Leigh Simpson
As construction decision-makers increasingly use digital channels to search for products and services, you must elevate your construction website design. Your website is your most important sales and marketing asset and is worth investing in accordingly.
This may mean a shift in thinking from "one-time-project" to "strategic investment". This entails careful planning, budgeting, and a commitment to ongoing optimisation.
To ensure that your website becomes a powerful growth engine for your business, we've outlined a comprehensive strategy that covers the key considerations when budgeting and investing in your digital presence.
Here's how to shape the budget for your website:
1. Analysis
Begin by analysing your current investment in sales and marketing (including salaries), review the effectiveness of each area and consider reallocating resources from under performing channels to the website (yes, this includes sales team costs). Clearly defining your website objectives is essential in estimating the required investment to achieve these goals.
2. Budget for an asset
Treat your website like any other asset and write off the initial creation cost over a reasonable period, such as 3-5 years. This should free up the budget for the necessary post-launch work you need to undertake to get your website firing on all cylinders.
3. Scoping
Website creation costs vary based on the amount of content you need to include, the website’s technical complexity and how prepared you are at the outset with a clear strategy, buyer personas, customer journey maps, brand guidelines, high-quality images, graphics and technical content. Insynth’s SiteScope360 service can bring all of this together for you quickly and cost-effectively.
4. Price Range
A proven performance website agency, especially with construction and CRM integration expertise, will likely charge upwards of £12,000-15,000 for a basic launchpad website (depending upon how many products you have), scaling up to significantly more for a larger project.
Remember, you’re paying for the expertise that will transform your website into your best-performing sales and marketing asset. Cutting costs at the outset will likely result in nothing more than a refresh of your current website, which probably isn’t driving your growth.
5. Benchmarks
Industry benchmarks indicate that you should budget 10-20% of your total sales and marketing budget to running and maintaining a performance website.
Taking a phased approach, to begin with, is sensible as there will be a steep learning curve. Don’t make big bets until you’re armed with the right data to provide meaningful insights.
Depending upon your goals, this can require a minimum annual investment of £25,000 and upwards for optimisation and maintenance, including adding new pages, ongoing functionality development, content creation, SEO, hosting, domain registration, security, maintenance and updates.
Conclusion
Keeping specifiers informed of new product updates is crucial for the success of any technical building product company's marketing strategy. By utilising various communication channels, such as email newsletters, social media platforms, webinars, and collaborations with industry influencers, companies can ensure that specifiers are aware of the latest advancements and improvements. This not only builds trust and credibility but also helps to generate more leads and specifications for the company.
ABOUT INSYNTH
At Insynth, we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to connect with a technically demanding audience.
The latest marketing techniques such as construction inbound marketing, help building product companies to grow sustainability.
As the only HubSpot-certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, SEO, and Content Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.
Book A Free Consultation Today to discover more.