Perceptions about what a Web site should cost are not based in any reality that I can determine. Most think a quality, effective presentation that has everything they desire should only cost a couple hundred bucks — and that should include marketing expenses!

All the DIY hype about things being so easy a monkey could do it has apparently become what most choose to believe. Most are simply not willing to make the necessary investment to give their enterprise a running start. Even if you did (or could do) everything yourself, a couple hundred bucks is barely enough to get you on the map.

Since I get asked this type of question almost on a daily basis, I thought I would take the time to give you the top 3 issues that are involved in having a quality, professional presentation.

1. Web Hosting: Hosting that includes all the features and functionality you will need to succeed and to grow into cannot be found on low-end or free hosting services. Hosting server cost can range from $14.95 and up depending on the functionality you have on your site. Free hosting programs simply will not cut it for a serious business effort.

2. Design: You can purchase an established template design which can cost $40-100. This not only offers you cost savings from having to reinvent the wheel, but shortens the overall project’s production time as well. That said, you really should have a strong command of HTML, at the very least, to easily navigate the code and make any simple modifications you desire.

More times than not, most business owners do not have the coding skills or the experience to manipulate these established designs and maintain their professional look and feel. No, knowing how to use FrontPage won’t cut it. You need to know the code! To hire a developer to customize the template and add all the scripting and functionality in the background that you desire, fees will range from $500 for simple graphic additions and navigation customization.

Prices will increase depending on functionality required to be integrated into the design and number of pages involved. If you want a designer to start from a blank slate and reinvent the wheel for you, plan on at least $1,000 to 3,000 for a basic (5-10 page) well developed optimized site.

3. Marketing: New sites are put into search engine holding areas until they pay their dues. It could take 6-8 months or more before a new site hits the live index and that most likely will be many pages far away from the top page. This is where marketing comes in.

Both on and off-line have to be addressed immediately to ensure visibility for your new site. Without a marketing budget you simply will not accomplish any realistic goals. The Web is NOT a “build it and they will come” environment. Count on the fact folks won’t be able to find you without aggressive marketing efforts.A simple Pay Per Click program, depending on the competitiveness of a market, could easily be “a couple hundred” all by itself — per month.

As I’ve noted in other posts, having a successful Web site is having a successful business. And to do so it takes time, cost and planning. Forget about the hype in regard to easy or quick money. Doesn’t exist. Ignore the cheap and free junk than you see online or in your inbox. That stuff is from folks whose only goal is to sell you something based on unrealistic expectations — taking advantage of what you don’t know so they can make money! Now you do know.

What many new site owners overlook while they go into “sticker shock” over the reality of what doing things properly entails, is that when executed properly, the initial costs of your Web site’s development and marketing, will be made back multiple fold. That’s called ROI.

At your service,
Judith