On the surface, you might see your website as some kind of static calling card left on the internet that customers are supposed to find when they want your products or services. After all, if you do enough search engine optimization and publish enough content, your pages will eventually be included in the list of results provided to users searching for phrases similar to what you have to offer.

While all of this is true, your website is much more than just a static space on the internet where your business exists. Your website is an income-generating asset, which makes it incredibly more valuable than just an internet calling card. It’s through your website that you can capture leads, provide customer service, educate and inform your market, and get people to return to do business with you over the long term.

If you don’t have a website yet, or if you’ve been using a self-made site, it’s time to get serious and get a professionally-designed website for your business.

Your Website is a Revenue-generating Machine

There are many ways your website can help you generate revenue:

• Capturing leads. When you have a list of email contacts who are interested in your products or services, you can nurture more sales through email marketing.
• PPC landing pages. If you choose to run paid ads, your website will be where you’ll create your landing pages. When a lead clicks on your ad, they’ll be directed to your landing page, where your sales copy has the chance to convert them into a lead or a paying customer.
• Education. Some leads are still in the research phase; having educational materials on your website will help them grow to see you as an authority. When they’re finally ready to buy something, they’ll be more likely to buy from you.

In order to get the benefits from these sources of revenue, it’s best to have your site created by a professional developer. Otherwise, you could end up with little to no revenue, and you might even have to rebuild your site later.

It’s Crucial to have a Professionally Designed Website

Viewing your website as an income-generating asset matters because it highlights the importance of having a high-quality, professionally-built website over a self-made free design. Websites can be quite expensive, but if you try to build your own website to save money, you won’t end up with an income-generating asset. You’ll have a collection of web pages that aren’t built to specifically support your marketing goals.

For instance, most free web templates don’t provide an email capture form above the fold. If you don’t know HTML and CSS, you won’t be able to add a form where it will get the best results. You’ll have to settle for placing your signup forms wherever the template has designated blocks, which usually isn’t in the right place.

The other problem with self-made sites is that they tend to be lacking in content and are often left unfinished. If you’re on a budget, you can hire a website developer to create a minimum viable product (MVP) if a full build is out of your price range. The minimum product designed by a website development agency will be far better than anything you can create on your own. It will be barebones, but the structure and design will be perfectly tailored to meet your needs and account for the future addition of more content.

There’s one more issue you’ll encounter when building your own site. Most likely, you’ll be tempted to use a fancy, beautiful template that looks amazing with the temporary stock photos, but in reality, it won’t serve your business.

When constructed properly, even ugly websites convert better, and the more plain a site is, the higher the conversions. It’s because “ugly sites” aren’t full of distractions that force your eyes to dart around, and you don’t have to scroll for days and click on a bunch of links just to get what you came for. People feel safer and more calm on plain sites.

Think of your Website as an Investment for Your Business

A professionally designed website is an investment, not just a random business expense. Since your website will provide you with directly measurable returns, it makes sense to go all-in and have a custom site designed for your business. Doing so is the best way to maximize your leads and sales online.