Planning Your B2B Website Budget
January 31st, 2014 by Digithales
Design & Coding
Although web development costs can often reach into the hundreds of thousands, the price for web design and coding for even the highest quality B2B website typically remains in the range of £4,000.00 to £15,000.00. This cost usually covers:
- Responsive Web Design, based on your corporate identity & brand
- Page template(s) integrated in an open-source Content Management System (CMS) such as WordPress or Drupal
- Optimisation of browser & device compatibility for web browsers on desktop pc’s, tablet pc’s and mobile devices.
Often Overlooked B2B Website Budget Items
The following components are often overlooked when a business is planning its budget for a new website. Not only does this skew your budget, it usually also causes further challenges while the web project is moving into the development stage.
A detailed requirements brief
A common mistake is to begin by deciding what you want your website to look like. Instead, you should start by considering:
- Your objectives and how your website is supposed to help you meet them
- Your target audience and the type of content that they are seeking
- The functional and technical requirements of the website
- How you will measure the success of your website
The biggest challenge for most new B2B websites is the creation of content about your company, products and services.
When building your new site, you will need to edit and repurpose existing content as well as develop new content.
Content loading refers to the process of inserting and styling your content in your website CMS system. This is a labour intensive process and although it can be improved with better content development practices, these will not eliminate the need for manual loading and proofing. The setup of content in small websites with limited content (15 to 20 pages) is however an activity which is usually included in the price you pay for the design & development of your business website.
If you conduct business in multiple countries, you will most likely need to create a multilingual website. You will therefore need to allocate a budget for professional translation services to translate your web content.
Technology & Analytics integration
Your web design and development services should include the installation of web analytics tracking software, such as Google Analytics, for no extra charge. If you are using a marketing automation platform, such as Hubspot, Pardot, Eloqua, or Marketo, or a Sales CRM platform, such as SalesForce or SugarCRM, you will need to integrate the platform into the design and development of your website. Although the latter will not add any cost to your design and coding budget, you should remember that it will entail adding additional landing page templates, form styling to match the design, updated HTML email templates, and page scoring rules.
What will need consideration in terms of budget is any additional technology integration such as support tools, catalogues, customer portals, and e-commerce. These can often be managed with iframes and offsite links, but you should remember that these elements will need detailed requirements and use-case development.
Search Engine Optimisation (SEO)
Technical SEO should be included in your web design and coding budget, as website CMSs now handle all the technical side of SEO including URL structure, page titles, and metadata. To further improve your SEO, you need to focus on high-quality content creation & promotion (by generating high-quality inbound links, for instance).
Google Adwords Advertising Campaigns
Most businesses will want to attract Paid Search Traffic to their website by purchasing advertisements (ads) published through search & advertising channels such as Google Adwords. These ads are available in different formats, such as text ads, image ads and video ads, and are displayed on search pages, video channels such as Youtube and other channels.
Final points to include in your budget
Some final features that must be included in your budget are:
- Logo design & corporate identity, if not yet available
- Other graphic elements such as icons, photos and videos