Website building tools like Wix and Squarespace have changed the game in the web design industry. Businesses are using these platforms more frequently due to their low budget requirements and user-friendly templates. While these platforms are limited, they maintain the necessary functions many websites need to enjoy a healthy web presence.
What I want to make sure DIY website users understand is that it’s not about which tool you use, it’s HOW the selected tool is used.
Don’t use a hammer to tighten a screw.
It’s hard to beat something that is inexpensive and easy to use, especially when the codebase and optimization of these sites are nothing to scoff at. That’s why so many company’s incorporate website builders.
Although, a full analysis of DIY website builders shows they do not cover some key web marketing needs:
- They do not provide content and brand strategy techniques
- They require DIYers to have to become experts in copywriting, SEO, analytics, UX, etc.
DIY websites require someone on staff to not only create the site, but also develop the strategy and implement the best practices in all facets of inbound marketing. Is your staff ready to take on such a tall order? To an untrained carpenter, every problem looks like a nail. The hammer in his or her hand can become counterproductive rather than constructive.
So, what you’re saying is…I’m the untrained carpenter
Don’t take it personally! Many small businesses don’t have a dedicated team for web marketing. Even less have individuals that follow Malcolm Gladwell’s 10,000 hour theory. The idea behind this theory is that it takes 10,000 hours of deliberate practice to become become an expert in that field.
This is the type of experience it takes to ensure that your site is going to convert and engage, no matter which platform it’s on. A DIY website, in particular, is even more of a challenge due to its limits in design layout. A site like this managed by a person, or group of people, with proficiencies in SEO, UX, and analytics will constantly work to pull in ideal leads and close them.
How do we solve this?
If you do not have a person on staff who is a professional in each of the practices listed above, you are leaving potential revenue on the table. If you have to hire these individuals for to your marketing department, you are spending more than you should.
The most cost-effective way to manage your site and ensure that it works to convert users and bring in revenue, is to hire a marketing agency.
Many agencies employ strategy experts who specialize in creating conversions on your site. They typically also employ experts in SEO, analytics, and UI/UX. These are the carpenters and engineers you want for your project. They’ve actually spent enough time crafting these capabilities to pass Mr. Gladwell’s test.
Agencies survive by providing their clients with excellent web content that converts. If the sites fail to convert, the agencies won’t last long. That’s why the strategy and research provided by industry experts brings premier results. Consider also, that all of this is less than the cost of hiring full time positions for each of these trades.
So, does it matter which CMS you use to create your site?
Yes, but what matters more is who is managing it for you.
A smaller site may be able to get by using SquareSpace. Larger eCommerce sites may need to use Magento. But, gone are the days of setting your site up and forgetting about it.
Search engines are picky. They have a ton of criteria to consider when deciding which site is the most reputable. Google looks more at the content your site is putting out than the amount of keywords in your site’s copy. This is just one example of a best practice that agencies understand when discussing the content strategy of your site.
Have you selected the best site template for your brand? Are your Calls-to-Action converting how they should? Is your competition gaining more search engine authority than you? Which CMS are they using? How will you know any of this without analytics? You can make educated guesses and assumptions, but marketing decisions need to be based in data and fact. This is the agency difference.
DIY website building tools are providing solutions to small businesses and budget-sensitive projects. The businesses who use them should understand that the ease and lower costs does come with necessary maintenance. This is where agencies shine. These professionals iron out the kinks and provide the best site possible for conversion.
Whether they use DIY website builders or not, agencies can provide cost-effective, expert-level value that every company needs for their website project. Instead of doing it yourself, get help from the experts who make a living out of this. For information on getting started with a web project, contact us.