A new website is one of the biggest marketing investments most businesses make. It's also one of the easiest to get wrong. Budgets creep, deadlines slip, and too often the finished site looks lovely but doesn't bring in the enquiries it was meant to.
I've planned, built and managed websites since the early days of the web, first as a marketing director and then running my own agency. These days I often sit between a business and its web agency as an independent website consultant. Here are ten reasons it's worth having someone like me on your side of the table.
1. You start with a clear strategy, not a wish list
Most website projects begin with "we need a new website" rather than "here's what our website needs to achieve". A consultant helps you pin down the goals first: more enquiries, online sales, recruitment, or credibility with bigger clients. Once the purpose is clear, every decision about design, content and features gets easier, because you can ask one simple question: does this help us hit the goal?
2. A better brief means better quotes
The quality of the quotes you receive depends on the quality of your brief. A vague brief gets vague, wildly different prices that are impossible to compare. I write briefs that set out your goals, audience, page structure, functionality and budget, so agencies quote for the same job and you can compare like with like.
A good brief also becomes the yardstick for the whole project. When questions come up later, everyone can go back to what was agreed.
Want an honest view of your marketing?Book a free 30-minute call. You'll come away with at least one thing you can act on.Book a call3. Help choosing the right agency
There are thousands of web agencies, and plenty of them are very good at selling. I know which questions to ask, what a sensible price looks like and which warning signs to look for in a proposal. I can run the tender, shortlist suppliers and sit in on pitches, so you choose a partner on substance rather than presentation.
4. The right platform for your business
WordPress, Shopify, a custom CMS or something else? The content management system you choose affects your running costs, security, how easily your team can update the site and how well it performs in search. An independent consultant has no reason to push one platform over another, so the recommendation is based on what suits your business, not on what an agency prefers to build.
5. Independent, impartial advice
An agency's job is to build your website. My job is to make sure the website works for your business. That independence means you get honest answers: whether a feature is worth paying for, whether a timescale is realistic, or whether a design will actually help visitors find what they need. I don't take commission from suppliers, so the advice is straight.
6. Budgets and timelines kept under control
Scope creep is the biggest cause of overspending on website projects. Small requests add up, and before long the launch date has drifted by months. As your project manager, I keep track of the scope, budget and timeline, flag problems early and make sure changes are agreed and costed before anyone starts work.
7. A website designed around your customers
It's easy for a website to end up reflecting the internal structure of a business rather than the needs of its customers. I review the structure, navigation and user journeys from a visitor's point of view. Can people find what they're looking for, understand what you offer and get in touch easily? Good user experience (UX) is what turns traffic into enquiries.
The same applies to accessibility. A site that works well with a keyboard, a screen reader or on a small phone screen isn't just the right thing to do; it's better for every visitor, and better for search too.
8. Content that's ready, and that sells
Content is often left until the last minute and becomes the reason a launch is delayed. I help you plan what each page needs to say, who will write it and when it's due, so the words are ready when the design is. Clear, persuasive copy that answers your customers' questions does far more for your results than another clever animation.
9. Protecting your search rankings at launch
A redesign is one of the riskiest moments for your search rankings. Change your web addresses without setting up redirects and years of SEO work can disappear overnight. I make sure there's a redirect plan for every important old page, that page titles and descriptions are in place, and that analytics and Google Search Console are tracking correctly from day one.
10. Measurable results after launch
Launch day isn't the finish line. A website should be judged on what it delivers, so I make sure you can see where visitors come from, what they do and how many become enquiries or sales. With the right tracking in place, you can keep improving the site based on evidence rather than guesswork, and see a clear return on your investment.
Is a website consultant worth the cost?
In my experience, almost always. A consultant usually costs a small fraction of the overall project, and avoiding one wrong choice of agency, one overrun or one drop in search rankings will more than cover it. More importantly, you end up with a website that does the job it was built for.
I trained as a management accountant before I moved into marketing, so I look at a website the way your finance director would: as an investment that needs to pay its way.
Planning a new website?
If you're thinking about a new website or a redesign, talk to me before you brief an agency. A 30-minute call costs nothing and you'll come away with at least one thing you can act on. Call me on 01604 385330 or get in touch through my website.
