Website Wednesday – Beware The $20 Rolex

You’re walking along a New City street and some hustler offers you a Rolex watch for $20. Do you stop and chat with him or her? Do you open your wallet, pull out a crisp Benjamin Frankling and offer to purchase five watches? Do you suddenly become a foreigner and not understand English? Do you smile and walk away?  More than likely you probably do the latter. You know deep down there is no way anyone can offer a real Rolex watch for $20. Not for $100, Not for $500. A genuine Rolex watch starts around $2,600 and goes up well past $15,000. Any Rolex for sale for under $1,000 is either broken, stole, or a cheap fake. You know that and won’t play his or her game.

Would you buy a week-long Caribbean Cruise for $100? Would you buy a Mercedes Benz for $1,000? Would you buy a 2-carat VVS F color diamond for $3,000? How about a 4 bedroom house for $10,000? Would you buy a $500 website?

Despite all of our overwhelming desire to purchase something at a fraction of the market prices found elsewhere, many of us constantly falling prey to the idea we made the deal of the century and got something great for next to nothing and that everyone else paying the going rate or close to it are chumps. Yet, some things are obviously too cheap. No matter how good the deal seems when you make it, more than likely you get what you pay for.

Admit it, you’ve bought something you thought was a great deal, only to have it fall apart within a week, a month, or a year. Those tires for your car that were just too good a price to be true and ended up lasting a little under two years. Those headphones for your mobile phone that looked cool but ended up sounding like a speaker in a fast-food drive-through. The shoes that looked very cool in the store but fell apart in just a few short months.

Our customers often make those same mistakes. They go someplace to get an eye exam for $25. They buy a pair of $10 sunglasses at the gas station. They order a pair of eyeglasses online for $120 only to come in and blame you for writing the wrong prescription. Some things are worth what you pay for them and nothing more.

Why is it any different with your website? With your marketing? Why is it that the one marketing component your business relies on 24-hours a day, 7-days a week, 365 days a year, is purchased as if you are getting the deal of the decade by doing it in trade with your neighbor’s kid in trade for a couple of pairs of Ray-Bans? I tell you what. I am willing to bet the kid also owns or has access to a screwdriver and a pair of pliers. Why not let him or her change the brakes on the family car before your next vacation to save a buck or two. Do me a favor though, just make sure your will is in order first.

Your website is worth what you pay for it. You want a $500 website, that’s what you will get. Don’t cry that you are getting fewer customers and patients than the optical practice down the street who paid $5,000 or $10,000 for their website. Just as the quality of a $400 pair of sunglasses is considerably better than the quality of a $10 pair, so to is the quality of a $5,000 website over a $500 one.

The hours spent on the back-end with tags and code. The hours crafting a quality experience. The hours spent optimizing every bit of the website for search engines. The hours spent optimizing and naming images. The hours spent creating a great user experience. That takes time, experience, and expertise. That takes money.

If you feel your eye exams are worth $25. If you feel your sunglasses are worth $10. If you feel your eyewear should sell for around $50 complete. Well, then, by all means, build a $500 website. Or do it yourself. If you feel you give a better exam than anyone in your area and charge accordingly. If you feel you sell quality sunglasses and eyewear. If you feel you give the best advice and the finest service. Then you should invest in your business and your website. Cheap always comes off as cheap and that’s most likely just not you or the impression you want others to have about your business.