From time to time, we meet with business owners and executives who like the idea of putting together a new website, but aren’t sure whether things like e-commerce, a responsive web design, or an improved layout are worth the money.

We can’t make those decisions for them, but what we can do is show them the math is pretty simple. To understand why, consider the following:

Even a small website with very little traffic is likely to draw 100 visitors per week. That would be an incredibly low number in our business, but we’ll use it for the sake of simplicity. That’s less than 15 visitors per day, which just about any business in any industry can achieve.

Those 100 visitors per week equate to more than 5,000 visitors per year. When you stop and think about it that way, that very, very small trickle of guests seems like a substantial number of potential new buyers.

Simply convincing 1% more visitors to become buyers would lead to 50 new customers. Again, we would hope and expect that you’ll set your sights a lot higher than this, but what company couldn’t use one more reliable customer every week?

The first impression visitors get from your business website makes or breaks your results. If they like what they see, they’re likely to keep reading and make a purchase; if they don’t, they’re off to the next search result.

For a lot of the businesses we work with, 50 new customers a year (in addition to the ones they already have) would be huge. Now, imagine if you were getting 10 times as many visitors, and turning several times more of them into customers. What effect would that have on your bottom line?

When new potential clients tell us they don’t know whether a website is worth it, what they’re really saying is they’re afraid to spend money even if it means getting more in return. That’s not an unusual way to think, but it is shortsighted when you think of the math behind the decision.

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