Lead generation is the cornerstone of a successful digital marketing strategy. In today's competitive business landscape, businesses need to proactively seek out and engage with potential customers. This is where lead generation websites play a vital role.
Unfortunately, websites don’t automatically become lead-generating powerhouses. It takes time, a well-thought-out strategy, and, of course, capital.
A fully optimized website can be the best marketing asset you have, and it can even be your best salesperson. So, how much does lead generation cost? Let’s break it down.
Cost of Lead Generation Websites
The cost depends on the website’s complexity, technical functionality, host platform, and several other factors. What about redesigning an existing website over creating a new one from scratch? That can also make the cost vary from one project to the next.
The cost of a standard website redesign ranges from $15,000 to $35,000. But if you want your website to effectively and consistently generate leads, that requires research, analysis, and an in-depth content plan first.
In total, a lead-generating website project can range from $35,000 to $125,000.
Factors Affecting the Cost of a Lead Generation Website
Where do those numbers come from? It starts with the work that’s done before anyone designs a cool layout or touches a line of code, and it should end long after your new website is live. 
Initial Research and Goal Setting
Every lead-generating element placed on your new website needs to be based on data and research. For us, it starts with taking our clients through an eight-week deep dive, a process we call the Marketing Action Plan by LAIRE®, or MAP.
During this process, we learn everything about your business and your goals for your website. We conduct buyer persona research by talking with your current clients, their feedback influencing site messaging and how your products or services are prioritized.
We can’t overstate the importance of the research phase of a new website project. If you’re skipping this step, you’re at risk of making uninformed decisions that don't appeal to the needs and wants of your website visitors, which could negatively impact the success of your website and business.
Design and Content Creation
Once the purpose, goals, and targeting of your website are flushed out, it’s time to develop the copy and design. The execution side of things is your chance to separate your company from your competitors. This competitive edge also factors into the cost.
You can easily and inexpensively find someone who can make you a good-looking website. That’s not enough.
Do the design and copy capture the attention of your target market and lead them down a conversion path? The answer should be yes. If the answer is no, you essentially have an online brochure representing your company, and not a lead-generating machine that works while you sleep.
Website Development
The design and development of a lead generation website play a pivotal role in creating a visually appealing and user-friendly experience. A website created with user experience in mind not only attracts visitors but also guides them seamlessly through the sales funnel.
Factors such as the complexity of the design and development, the number of pages, and the customization requirements can impact the overall cost.
At LAIRE, we don’t use templates when building websites. We believe your site should be customized to your unique business and speak directly to your ideal customer. Custom design elements and advanced functionality may incur higher dev costs compared to using pre-designed templates. But they’re more likely to capture your prospects’ attention and close deals.
You’ll also want to think about how your phone will look and function on a smartphone. Having a mobile-responsive website is essential for providing a seamless user experience. Creating a website that adapts and functions well across different devices and screen sizes requires additional development effort and may affect the overall cost.
Ongoing Maintenance and Updates
A website is never “finished.” Lead generation websites require ongoing maintenance and updates to ensure optimal performance, security, and functionality. Considering these costs is crucial for long-term success.
LAIRE offers ongoing website support, including:
- Security and monitoring: Regular security audits and updates protect lead data and maintain trust. We’ll implement SSL certificates and firewalls for a secure browsing experience.
- Content updates and optimization: Your content should be regularly updated and optimized to attract and engage visitors. We can refresh landing pages, add blog posts, and optimize for search engines.
- Usability and conversion rate optimization (CRO): We’ll monitor website performance and usability and continuously optimize conversion rates through data-driven insights, improving the lead capture process.
- Integration and system updates: If you want to integrate new tools and services, such as a CRM system or analytics software, we can help. These tools will enhance lead management and automation.
Regular maintenance and updates keep your lead generation website secure, up-to-date, and optimized for maximum lead generation potential. Dedicate resources to ongoing maintenance and proactive improvements to support your sales and marketing efforts.
What You Gain From a Lead-Generating Website
It’s pretty simple: You gain leads and business opportunities. But how do you get those leads?
There are several elements you must have on your new website to maximize your return on investment. Investment is an important word here. Don’t think about a new site as an expense, it’s an investment. A website designed to generate leads should include the following:
- Helpful content hosted on a blog or resource page
- Conversion points, including calls to action, forms, and landing pages
- Gated content like eBooks, checklists, and case studies
- A method to measure leads and conversions
- Mobile-friendly and browser-responsive design
- Search engine-optimized copy and headlines
- Clear and consistent brand standards, including colors, imagery, and icons
By incorporating these elements on your lead generation website, you’ll help maximize the value of your investment. With a well-designed website, targeted content, effective lead capture mechanisms, and ongoing optimization, you can generate a steady stream of qualified leads and drive business growth.
A Lead Gen Website Is an Investment Every Business Should Make
A successful lead generation website is a core business foundation. Many times, people are first introduced to your brand through your website. It’s your opportunity to make a good first impression, offer value to visitors, and prove your expertise in your industry.
Want to use a lead generation website as a tool to drive sales, but unsure how it fits into your marketing budget? We’ve created a checklist to ensure you aren’t missing specifics that can cost you down the road. Download your free copy today!
