HubSpot Tips & Tricks

A professional and functional website is a key aspect to any business’ approach to marketing. Your website needs to be your best sales person.

But the costs concerned with creating such a tool can be illusive – what can look like a budget-friendly, simple webpage could cost far more than you imagined. Yet, an outdated and poorly functioning website can lose you a lot of customers and potential sales.

So how do you strike the balance between a fantastic UX journey, attractive brand-centric look and feel, and sticking to your budget?

As a business owner, you're constantly studying the content on your website and watching how it performs over time. The good news is that you have seen some increases in website traffic, and you're getting more conversions than you did before hiring a digital marketing company.

However, you expected more of an ROI for each piece of content. We understand that, and we're here to suggest how your company can generate more leads for your software-as-a-service (SaaS) website:

Take an honest look at your website. Does it give a potential customer all the information that they need to help affirm that your SaaS solution will solve their problems and give them the confidence to get in touch with your sales team?  

One of the biggest challenges with SaaS marketing is helping to make a software product feel tangible and to communicate the benefits without overwhelming your website visitors. To overcome this, every website should look to provide the answers that your prospects are asking in a simple and user-friendly way. 

For SaaS marketing teams, getting prospects to the pricing page is a major step in the right direction towards generating more leads for the sales team to follow up. The marketing team has been working like crazy to understand your buyers' personalities and journey. With the help of your analytical tools, they have put together a content plan to ensure your value offer is attracting and engaging your “best fit” clients for your software.

It would be a shame for the prospect to get to your pricing page and not convert into a lead or service subscriber. You need to have a compelling pricing model for your SaaS solution; otherwise, all that hard work that has come before is going to become undone.

As a web designer with 20 years’ expertise, I’ve seen first-hand the problems that crop up when businesses outsource the design or redesign of their website to an agency or freelancer. I know that outsourcing website design can be daunting. A website can easily become a black hole for your budget if it isn’t project managed carefully from the outset.

The short answer is anything from £5,000 to £30,000 plus. At SpotDev, most of our website redesign projects come in at between £15,000 and £20,000. For a large enterprise customer, the cost may run to up to £80,000, although this is unusual. These figures are generalisations, though. In the case of one large enterprise client we worked for, we were told they spent over £200,000 on their site, a casual aside that drew a sharp intake of breath from us, not least because the site didn’t work properly! It was full of bugs, and the payment function was broken. This cautionary tale proves that when it comes to website design, you don’t always get what you pay for. The importance of due diligence and a careful briefing and planning process cannot be over-emphasised.

Imagine this situation; you’re on a website and you want to find out about the different services that a company offer. But when you arrive at their homepage you can’t spot the navigation you need to use and therefore can’t find the information you need. You’re left frustrated because you have to think about how to find what you need.

If you've not selected your target audience before launching your marketing campaign, is it even a marketing campaign?

The design and build of a website is an important step for any business.

Regardless of whether you’re a multinational conglomerate with budgets that would make the average Saudi prince weep, or a fresh independent start-up scraping together all the money it can, getting your website design right is absolutely critical.