How DIY Website Builders are Costing You Leads

     

Published: March 30, 2021 Author: Jason Holicky - Hometown Design Studio Inc.
How DIY Website Builders are Costing You Leads

Do-it-yourself website builders seem like the perfect solution for business owners looking for a quick and inexpensive website. On the other hand, when you think of the work that your website needs to do, including drawing traffic and encouraging visitors to sign up and become leads, quick and cheap might not be the best solution.

To DIY or Not to DIY

Wix, Squarespace, and WordPress.com are three examples of popular DIY website builders that millions of people have turned to for designing websites. These types of sites can be great solutions for all sorts of non-professional endeavors. For example, students that need a portfolio site, creative writers showcasing snippets, or a local hiking enthusiast blogging about their latest expeditions are all perfect for DIY.

DIY Website Builders

What makes these groups a good fit for website builders is that they don’t really need their websites to do anything other than be there. Plus, if something were to go wrong, there’s no tangible harm other than frustration.

On the other hand, businesses rely on their websites to attract new customers, help current customers make purchases, and relay important information. A website that’s down, inaccessible, or riddled with errors can have a catastrophic impact on your lead-generation efforts and your current customers’ experience with your company.

The Cost of Cheap

Most DIY builders offer options that are free for basic services. As enticing as free sounds, to get the options that businesses need, such as a dedicated web address (rather than having to have .wix or .wordpress included), plenty of storage for images and pages, functioning forms for lead collection, and ecommerce features, the $0 price tag starts climbing fast.

Then there’s the issue of quality. Simple templates might be an easy way to get a website online fast, but they can never do the work of a custom build. Every business has different needs and goals, and every group of customers approaches businesses in a unique way. Built-in templates might seem to make that easy, but then you’ll have to wonder just how many other companies will have a website that’s identical to yours.

Not everyone has an eye for graphic design. Plus, there is UX design--the user experience--to consider. The placement of text, images, menus, and links all come together to make pages readable, sites easy to navigate, and tasks easy to carry out. A professional web designer will take the time to understand how your business works and how your customers interact with your brand. You will get an entirely original website built around that interaction to give customers the outstanding experience they are expecting.

Where are the Leads?

The main function of a business website is to serve as the hub of all your marketing activities. It’s where Google is looking for keywords to help searchers, where you post all your informative blogs to help people out, and where potential buyers go to learn more about your business to decide if they want to engage.

In terms of SEO, DIY builders may have a few tools that claim to optimize your website for search. The problem with these free, one-size-fits-all tools is that there is no single formula that works for everyone. Your target audience is as unique as your company, and knowing how to analyze their behavior and adjust your efforts accordingly is the key to successful SEO.

In a competitive marketplace, you need to stand out from the crowd. If you’re using tools that are freely available to that crowd, you’re far more likely to blend in instead. If you do manage to attract some traffic, will these potential leads be enticed with a clean, organized, professional-looking website? Or, will they be worried about the amateurish look and feel of a DIY site? Will they be able to find what they are looking for? Are there forms, downloadables, or other lead-generating staples to collect their information?

Time is Money

An experienced web developer will spend several days or weeks crafting a custom, one-of-a-kind website that includes all the features your audience wants while also ticking all the SEO boxes you need. You’re likely to spend days trying to get your DIY website off the ground with just the essentials, and probably the next several weeks trying to figure out the design process to add all the features, images, videos, and functions.

What happens when something goes wrong? Perhaps you thought everything was just right, but when you look at your website on different screen sizes, your pieces are all over the place. What if you’re having trouble getting your site to appear correctly on a mobile device? Or your photos look grainy, and there’s a text box that is running off the side of the screen when using one particular web browser? Who can you reach out to if your website goes down? What are your customers going to think?

DIY Website Builders Can Cost You Leads

Then there’s the question of making changes and updates to keep your website up to date. Technologies change, your information and offers will change, and you will want to make small tweaks to your marketing or SEO strategies. Every change you make will potentially affect your page layout, linked pages, and other design elements.

Wouldn’t all this time be better spent servicing your customers and nurturing leads? Having a professional web designer on your side means simply communicating these needs rather than having to slog through them yourself.

Expertise is Worthwhile

The appeal of using DIY sites to design and build websites and the allure of low price tags is understandable. However, you want people to come to you because you’re good at what you do, not for your web design skills. When it comes to mission-critical lead generation equipment like your website, invest in a professional developer who will clear the technical and visual path for your leads so you can focus on turning them into paying customers.


About the Author

Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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