Small businesses often search for “cheap website design”. That’s understandable, but there’s a catch.
Underinvesting in your website will cost you far more in the long run.
Now, that doesn’t mean every website needs a five or six figure budget. It does mean that simply seeking the cheapest web design you can find is likely to cripple your business.
Because business web design isn’t a commodity. It isn’t all the same except for price. It isn’t even a product. It’s a multi-disciplinary, professional business service that involves a lot more than using automated tools to build a website.
Also, because websites are most firms’ main marketing vehicle, competing in a 24/7/365 race for sales. Your competitors invest in professional design specifically because it keeps them ahead of those who don’t.
You won’t win the Grand Prix in a DIY go-kart or cheap runabout.
How Cheap Websites Will Cost You More
Still, let’s look at some more concrete examples of cheap website design costs.
- Nothing costs more than lost opportunities. For instance, if your average profit on each sale was £50, losing just one sale a week to competitors with better websites would cost you £2400 in a year.
- Similarly, no matter how good they look, weak sites need paid ads to drive traffic — often at around £1 per visitor. So a site that performs well enough to earn free search traffic saves that cost.
- Finally, the numbers often don’t work for paid ads. Lots of small firms overlook this. Most website visitors don’t buy immediately. Marketing takes time. So most sites convert less than 1% of visitors into customers. That means relying on paid traffic can easily cost you more than £100 per sale. On £50 profit per sale? Oops. Investing in a better website could have improved that conversion rate and reduced your costs.
Still, there are even more insidious costs to cheap web design, too. They largely depend on who’s doing the work…
The Hidden Cost Of DIY Web Design
If you think DIY web design will save you money, think again. It can be fun, but it will waste a lot of your time. Time is the most valuable resource anyone has. You can never buy back wasted time. So unless you value it properly, you’ll waste far too much of it.
Learning to build a website takes time. Learning to build one that can compete takes far longer. DIY web design adds the cost of that wasted time to all the sums outlined above.
Cheap Web Designers
So what’s the problem with cheap web designers?
Most cheap web designers are either amateurs, moonlighters or lack the business experience to help you make money. Many can’t even see how they’re making a loss. None of them will be around for long to support you when you need it.
Don’t think you won’t need that help. Technologies and online marketing both evolve rapidly, and some parts are complex. Keeping up takes a lot of work. Professionals do that so that you don’t need to.
Even if you are on the right track, you’ll get run over if you just sit there. — Will Rogers
To be fair, many of these cheap web designers honestly believe they are doing you a favour. However, that just reveals that they don’t understand how professional design helps firms make more money. Some even claim that professional design is “overpriced” — as if all the successful firms who invest in it were simply gullible.
Risking your business on designers like that is just asking for trouble.
If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur. — Red Adair
The Cheap Professional Design “Trick”
Still, to help you avoid those risky cheap web designers, some professionals offer cheap design packages as a loss-leader. In those cases, you will generally pay far more than the “sticker price” in the long run. That’s fair, but often unexpected.
For instance, offers like “web design for £180” often mean the monthly price. Building business websites normally takes weeks or months. So expecting that to be a one-off price to cover everything is unrealistic. A common mistake, but unrealistic.
Again, few who do this intend to mislead. Some do it partly to save you from the less professional cheap web designers. So if you would prefer to spread the costs, please ask.
Avoiding The Cheap Web Design Trap
Still, those loss-leader packages will have limitations — and some are safer than others. So here’s what most people imagine a business website needs:
- A good offer
- A pretty website
So that’s often all you get from cheap website design services. However, whilst looks can help with converting visitors to customers, Google doesn’t rank sites by how pretty they are. Here’s what actually matters:
- Content quality: relevance, readability, structure, usefulness, interest, expertise, authority
- On-page SEO
- Backlink quality and numbers
- Legal Compliance
- Security — including SSL certificates
- Software Maintenance
- Site speed & “web vitals”
- Crawlability: sitemaps, code quality, structured data etc.
- Mobile friendly, responsive design
- Performance management: stats, analysis & experiments
- Interactivity & Engagement: forms, chat, animation etc.
- Trust marks: logos, testimonials, video testimonials, social proof
- User-centric design: designing for visitor Personas (UX/UI)
- Social Media Marketing
- Content updates
- Interest Targeting & Keyword Research
- Directory citations
- Video marketing
- Conversion Rate Optimisation & A/B Testing
- GMB & Bing for Business
- Paid Ads and remarketing
- Email marketing: newsletters & outreach
- Lead magnets and sales funnels
- Offline marketing: networking, phone outreach, traditional media
Those aren’t all essential in every case, but overlooking any of them can seriously undermine your chances of success and profits.
Whilst I can’t do all of that for you in a cheap package, my Simple Site packages include help with the bold items on that list. I can help with the other online aspects too, so my solutions are built with that in mind.
You won’t get that from amateur solutions, or inexperienced designers — and most experienced designers’ prices are aimed at established firms with large marketing budgets. My goal has always been to help smaller businesses, not just to sell to them.
Most cheap web designers — including quite a few professionals — focus on looks and ignore these performance factors. My “Simple Site” packages focus more on performance and use design templates to cut down on visual design time without sacrificing quality. Why?
Because I want you to have the best chance of success you can afford.
So those Simple Site packages aim to be cost-effective, not just cheap. That’s why I prefer to call them affordable web design.