Your website has the potential to be the most profitable employee in your business, but you need to make it work hard!
This statement may have some scratching their heads, but the similarities between a business’ website and their employees makes it more than achievable.
Let’s firstly look at initial costs. Most websites cost between $5,000-$30,000 to build, which, depending on your industry, is also around the amount it can cost to recruit and train new staff.
But once you’ve recruited a new staff member, the job’s not done. In order for that employee to become a valued team player you need to invest in training, resources and time, as well as pay them a yearly salary.
This goes for your website as well. Once it’s built, you need to invest in continually improving its effectiveness. This often includes both search engine optimisation (SEO) and search engine marketing (SEM) on an ongoing basis as the website’s salary, and ongoing usability improvements as their training.
Like an employee, websites also work best when there’s an ongoing buy-in from managers, spending time actually trying to improve the work that they’re doing, rather than being left alone to twiddle their thumbs and cost the business money.