Web designers work with a wide range of clients with varied budgets. Startups and small businesses may need to keep costs down while utilizing their digital presence to attract more customers. Stay within a price range by considering must-haves for any website and sticking to some out-of-the-box solutions.
Example of How a Designer Might Keep Costs Low for Clients
The best way to understand how to keep costs low is to look at a mock scenario. Say a designer has a new client with an extremely tight budget. The client is an app developer bootstrapping their brand. To give them a professional website for less money, the designer encourages the client to go with a content management system (CMS) such as WordPress.
The brand can use a ready-made theme and customize it with a new logo and the language. The client can save the designer time and themselves more funds by coming up with their own copy that the designer simply plugs into the template.
As the business grows, they can customize colors, layout and content a bit more. In the early days, however, ready-made solutions can give them a presence on a shoestring.
Website Must Haves and Tips to Keep Costs Low
The United States government estimates 13 million more users started using the internet between 2021 and 2023. Thus, having a website presence is a must these days for business owners to reach new clients when they begin their search for a product or service like they offer. The quickest way to reach your target audience is online, but marketing can be costly.
A client with a low budget may not be able to afford custom content, added features or even a shopping cart. You can instead give them a single landing page and a few other elements to offer a professional edge and get the word out about their brand.
Here are the musts for a new website design and some ideas for giving your client an amazing design for less.
1. Create a Cohesive Theme
The first plan of attack needs to be a cohesive theme that repeats throughout the design. If you build a single page, it should look similar all the way to the bottom. For sites with multiple pages, each should have a similar layout and appearance.
Designers building a site on a CMS platform can go with a ready-made theme that instantly creates cohesion. When designing with HTML or PHP, create a template first and base every page off the same template whenever possible so they appear the same.
2. Plan for Future Upgrades
When starting small, the company will likely not have enough money for the additional features they may want to add in the future. For example, they may want future online shopping capabilities that aren’t in their budget yet.
There are many reasons for this, particularly related to economics — according to a 2023 Federal Reserve report, banks have tightened their standards for business lending, making loans less likely. Thus, many startups are bootstrapping their funding as they go along, raising money from private investors, working side jobs and reinvesting revenue into the business.
Startups can bootstrap their website by starting small and expanding when the owners can afford. Design a simple structure now while making it upgradable to add other features when the business is able.
3. Focus on the Logo
One thing that makes a business stand out and gives it a brand identity is the logo. If a client has extremely limited funds, focusing on a relevant logo design that will stand the test of time is a good investment.
A logo should be a fairly inexpensive design for most businesses and can be used immediately on social media pages, signage and a website. An otherwise plain website design becomes more interesting when the logo is fabulous.
4. Know the Audience
The aesthetics of the website must appeal to the target audience. A finance company serving retirees will need a different design than a clothing brand trying to appeal to millennials and Gen Zers.
Pay attention to current trends, such as how both millennials and Zoomers have embraced the nostalgia of Y2K aesthetics. The better you understand your client’s intended audience, the better the design will be.
5. Trust Factors
Most clients with an extremely tight budget will be startups. The owners are still trying to build brand reputation. Look for ways to ramp up the trust factors on the site so new visitors see they are a legitimate business and will be more willing to spend money with the company.
Some trust factors to add include contact information, About page and testimonials/reviews. The key is to show the business is an authority in their field and the user can get in touch when needed.
Communication Is Key
A low budget means less services and semi-customization options. Your new client may have looked at your portfolio and gotten the idea they’re getting a highly customized site for less money. Make sure you outline clearly what is and isn’t included for the price quote. Explain any added elements will result in additional fees. You may even want to highlight some sections to ensure the customer understands what you’ll do for the amount they’re paying.
Good communication and going a bit above and beyond can lead to a lifelong relationship. The new business will hopefully thrive and bring you along as their budget increases.
