Many people pay small fortunes to have their small business websites created – only to find that it does not perform. If it does not perform, of what use is it to you? So, is your website a waste of money?

Let’s see…

I came across this thread on the ForumSA – a forum for business owners and managers:

http://www.theforumsa.co.za/forums/showthread.php?t=2782

It’s called: Is your website a waste of money?

That depends on what you want your website to achieve, and how much money is coming from it. Did you want your website to attract visitors by itself, or are you paying for advertising to get visitors?

If you have to pay for website visitors, and not attracting any “free” visitors (from Google and social media sites), you have a situation:

1. The total cost of the advertising campaign (including the cost of building and maintaining the site) could bring its costs up to the level of offline marketing costs, and

2. Your site is not optimised to attract traffic by itself.

True, there are some niches for which there are just not enough monthly searches…

But it has to attract SOME traffic of its own. If not, all you need to do is to slap up a single landing page, and offer a brochure to download. Add a privacy policy and a legal disclaimer to be legally compliant, and you are good to go.

Unfortunately, you want you website to do more than that. It has to be a source of revenue. True, not all the traffic will be coming from Google, etc. But it has to attract some natural traffic in order to be worth its price. What happens when you stop throwing money at it?

Unless of course you are happy with the expense and the percentage returns you are getting from it…

Just don’t forget to calculate your break-even point…it may be further than you think.

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