Valuing your website is similar to evaluating other business balance sheet items. So are you valuing your website as an asset?
Websites have been around for 25 years now for most mainstream businesses, but remarkably so many businesses treat their website investment as a marketing expense when it is an asset. The test for an asset is if it has future realizable value to a business? Does yours?
Is your business guilty of building a new website only to leave it static for three years, trash it and go again?
B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month.
(HubSpot, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Why is this important? By seeing your website as an asset and not an expense, has the board and senior management more willing to take a long-term view of websites, and invest accordingly.
Remarkable high income generating website take years to evolve. With a strong focus on Growth Driven Design this can be possible.
In many industries, a website is not considered to be mature until it has over 1000's pages.
If you treat your website as an income-producing asset, then a mind-shift in your organization occurs. Suddenly there is a willingness to invest in the content that is going to improve the trust journey that your users go on.
TOFU, MOFU, and BOFU are the critical parts of a sales funnel and drive the content framework for your website.
Future income earning potential is the foundation of one method of website valuation. The value of websites with similarities is also considered to arrive at a comparable website value.
There are also cost considerations in establishing the website.
The cost approach to valuing websites also considers the amount required to recreate a similar website.
Calculating how much a website is worth requires professional skills and a recognition of what creates website value.
1 in 10 blog posts are compounding, meaning organic search increases their traffic over time.
(HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
How many sales leads is your website producing?
How much organic traffic are you attracting?
What is the conversion rate of a visitor to your website?
What backend systems do you have to build appropriate workflows for the management of data?
Do you have a documented process to manage your digital App investment?
Are you using a powerful marketing technology platform like HubSpot, Marketo, Infusionsoft, Pardot or Eloqua to get serious productivity gains in lead management and content creation?
Would you like an audit on your website to show the value?
What is the size of your email database? How are you using it to convert sales?
Would you like tips on how to make your website a better lead producing machine?
Want help mapping out a strategy to get your website on the balance sheet?