“How do we make sure we pick the best agency to develop our website, provide us with marketing services or do both?”
Whenever I ask clients what criteria they use to vet a prospective web or marketing agency, they usually cite three factors:
Now all three factors really make sense. Yes, you have to mesh well with your agency, afford their services, and be sure they can do everything you need them to do. But there are other equally important factors to always consider:
Ultimately, a website and marketing services are just a means to the end. You’re not buying the website, nor are you buying marketing services, per se. You’re buying the future client or cash flow an effective website and marketing services will generate.
Below are the factors and recommendations to weigh when considering an agency:
After you’ve considered a few agencies, which one do you hire?
We always highly recommend hiring one that’s more expensive. That is correct. And here’s why: agencies that deliver results do so because they have a team of highly skilled people working on various aspects of your project. Highly skilled labor is always costlier, but fortunately, in the case of expert-level agencies, in the end the cost will be zero.
Yep. Free. Here’s why. When a website and marketing services deliver the intended results (lead generation, conversions and sales), it more than compensates for the monthly marketing fees or the cost to build a website. The services and website outperform, and therefore pays for itself.
If you choose an agency simply because its services are inexpensive chances are you will be left with an underperforming website and marketing campaign that not only does not deliver leads and conversions but also incurs a massive opportunity cost.
Let me give you an example.
Let’s suppose that Agency A builds you a website that generates 20 new opportunities that you would not have gotten with your old website, and 20% of those 20 opportunities actually convert into business, and each one of those opportunities is worth $10,000.
That’s four new accounts totalling $40,000 in extra revenue.
Agency B will build you a website that is $30,000 more expensive than Agency A’s. However, instead of 20 new opportunities, Agency B’s website delivers 60 new opportunities and they close at the same rate.
So, 20% of 60 new opportunities equals 12 new clients. With 12 new clients converting at $10,000 each, you generate $120,000 in extra revenue.
Now the difference between $120,000 and $40,000 is $80,000. Agency B cost $30,000 more but the delta between the two agencies is $50,000.
That means Agency A’s website underperformed and actually cost you $50,000 in lost opportunities (opportunity cost).
Now with many of our clients, the delta is humongous. We are not talking $50,000, but more like $5,000,000, $1,000,000 or more in annual revenue that it wouldn’t be realized had they gone with the less expensive agency.
So always consider this primary factor when choosing a web agency.
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