How DIY Website Builders are Costing You Leads

     

Published: July 6, 2020

Do-it-yourself website builders seem like the perfect solution for business owners who are 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 have turned to for website creation. We think these types of sites are 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.

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 done other than frustration. Businesses, on the other hand, rely on their websites to help customers make purchases, to find new customers, and to 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 customer’s experience with your company.

The Cost of Cheap

Most DIY builder sites 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. Not everyone has an eye for design, and there’s actually quite a bit of research into the best placement of text, images, menus, and links to make pages readable, sites easy to navigate, and tasks easy to carry out. Built-in templates might seem to make that easy, but then you’ll have to wonder just how many other businesses will have a website that’s identical to yours.

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, it’s where you post all your informative blogs to help people out, and it’s 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 boost your SEO. The problem is that without access to the complete page of code, there’s no way for you to ensure that your pages are including all the technical details that will help new customers find you using search. Your main pages are not likely to climb the ranks, and your blogs are very unlikely to be found to matter how carefully you’re targeting main and long-tail keywords.

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 clients and leads want 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 how to add all the features, images, videos, and functions.

What happens when something goes wrong? If you thought everything was just right, but when you look at your DIY website on a different screen, your pieces are all over the place? Why won’t it work on a mobile phone? Why are the photos so grainy? Why is that text box running off the side of the screen? What if it just won’t load? Who will help? What are your customers going to think?

Wouldn’t all this time be better spent servicing your customers and nurturing leads?

Expertise is Worthwhile

We understand the appeal of DIY website builders and the allure of low price tags. However, you want leads 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.


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