The age of template websites is upon us. I’m not talking about Wix or SquareSpace or your other run of the mill starter website builders, which are designed to launch your sister’s kitten mittens boutique. I’m referring to template website platforms that are built with lead generation and lead nurturing in mind.
Most of the reputable template website platforms like Hubspot, Wordpress, Drupal, etc., are reasonably priced, functional, and well equipped to support growth with major multimillion-dollar organizations.
1. Consider Your Budget
If you have a $100,000 marketing budget, don’t build a $100,000 website. Invest your first $20,000 into the website project and the other $80,000 into developing content and attracting the right people to it (inbound marketing). Anybody trying to pitch you on spending the full $100,000 website is not allowing you to grow. Run.
A website without Inbound marketing is like throwing a big party at an event center, but not sending out invitations, not having food, not having beer and wine, forgetting music & entertainment, etc.
2. Website Development Team
While you don’t necessarily need a full team of developers, you shouldn’t assume your tech-savvy teenage son is experienced enough either. Your team should include someone with web development knowledge, which will be a huge asset to your launch and will be crucial for building a sustainable template website with a strong foundation. Also, invest in a marketing strategy with experienced and relevant marketing professionals; build your site to achieve growth.
Your template site should be built with marketing automation in mind and lead generation in your heart. These two things will make your life easier and your pipeline richer, which leads to happy business owners. Equally as important is loading the template website with relevant content, clear calls to action, and implementing a well organized CRM.
3. Is Your Company Looking to Grow?
If you are company looking to grow, don’t use Wix.com, ignore the whispers of SquareSpace, and please ignore anything that says “Free Websites Builder”. Sites like these are great for startups with low traffic, limited pages, limited functionality, limited reporting, limited responsiveness, and limited design. They are not built to function as your top performing sales person (sorry current top performing sales person your days are numbered). The previously mentioned bare bones website builders can be great for portfolio sites with no functionality, but even the local cupcake shop should think bigger and know the pitfalls of using the cheapest possible site builder.
A strong template website platform is designed to qualify and nurture leads for your sales pipeline.
4. Website Best Practices
Websites need to be regularly updated, and there is nothing worse than having to rely on an outside entity to fix a typo or quickly pull down an offensive blog post from the summer intern. Most template website platforms like HubSpot are so user-friendly that we are able build a great looking, lead generating machine of a website and train our client’s employees, who are from a variety of backgrounds and technical proficiencies, to manage their site.
Don’t let anyone tell you that your website is too complex and that you are better off letting them update an old image and continuing to pay them to perform simple updates. If you have the inclination that your website should be an easy tool that you could update yourself and you want to have the ability to do so, ditch your current site and switch to something more manageable. Migrate content or completely redesign the site, just make sure you are setting yourself up for growth.
Has a website template helped your company grow? Share your experiences with us in the comments below!