How much does an inbound program actually cost?

We're often asked,“How much does an inbound program cost?” The most honest answer is “It depends.” Kind of like building a new facility: size, materials, technology, functionality, and pace of the buildout all contribute to cost. Same thing with an inbound program.

Like a custom builder, we don’t pull “one size fits all” programs off the shelf and tell clients “Here it is!” Before we can begin to estimate cost, we need to know where you are, where you want to go, what capabilities you can contribute to mitigate outside resources (like us), and how fast you want to achieve your goals. 

Here are the topics that we’ll always cover as we scope out a new program:

  1. What’s the current state of your existing web assets, including website and social media profiles, and their current performance levels, based on trusted sources like Google Analytics?
  2. What are your specific business growth goals, and what specific types of customers do you want to achieve growth with?
  3. What’s the expected lifetime value of your ideal new customers, and what is their typical buyer journey as they source a new vendor?
  4. How much growth do you expect to achieve through your traditional, existing efforts, like trade shows and industry networking efforts?
  5. How quickly do you want or need to be at your targeted growth level?
  6. What capabilities do you have in-house that can be redeployed to perform valuable inbound marketing and sales activities? guiding principles for your internal inbound team
  7. What have you budgeted for foundational work (getting your website ready, building a plan, jumpstarting some quality gated content) for the upfront work, and how much is budgeted to fund ongoing monthly activities?

Typical Foundational & Ongoing Program Costs

To get a client set up for a successful program, it’s not unusual for them to spend $25K–45K across the initial 90–120 days. That includes a fully-integrated inbound plan, interviews with internal team members and customers, getting all web assets inbound ready, creating the initial editorial and content plan, and creating some starter backlog of blog posts and advanced content. Seems like a fair price to pay for a fast start to positive ROI!

This assumes your website just needs some tidying and simple improvement/modifications. If you need a new site, that’s another discussion.
is your website inbound ready?

Monthly Inbound Marketing & Sales Program

Once we’ve created your custom plan and gotten your foundation well positioned for success, we’ll help you launch your inbound program, at the center of which will be the regular publishing of relevant, helpful posts on your blog. The monthly cost to manage and execute your monthly program with depend on these factors:

  • The pace of original blog writing/publishing
  • The pace of ongoing advanced content creation
  • The level and sophistication of appropriate social media activity
  • The respective roles Weidert Group and your team will each play in producing, managing, and executing the various elements of the monthly program

Monthly program budgets typically range from $7,500 to $14,000, and we've had outliers outside of this range in both directions. Development of the monthly program should be an iterative process that starts best with an open discussion of goals, available budget (often expressed as a range), and available client human resources to access. Our program proposals detail the specific deliverables to be completed each month, and the respective roles Weidert Group and the client will play in delivering each.

How much does a website cost?

Asking what a website will cost is like asking what a house will cost: How many bedrooms? What size lot? One story or two? Company websites are complex, and made more so when things like online sales, filtering, unique functionality and other features are involved. So, while there’s no way of knowing what you might pay until the project is scoped in detail, we can tell you that there’s a difference between what you’ll pay for a “traditional” website build and a growth-drive design (GDD) website build.

Traditional Web Development

It used to be that websites were developed using a method in which the stakeholder teams first made their primary wants and needs known, followed by multiple rounds of strategizing and planning; then the site was developed (typically a 5–6-month process, often times involving unplanned and unbudgeted last-minute changes), then launched. Once the site was live, it essentially sat idle – for years, usually, until a complete overhaul was once again required.

This approach required a significant investment up front and, as often happens, the things people decide they wanted to change post-launch are put off until “later” because there was no budget left. The result was a site that had less and less power every day to generate leads.

Growth-Driven Design Website Development

Taking a GDD approach, the once overwhelming planning period is shortened to ensure that only the most important content is part of an initial launchpad site. After the launch of the site, work is done on a regular basis (continuous improvement cycle) to optimize it — each cycle completed in a defined time period. During each continuous improvement cycle, a list of modifications that have the potential to improve the site’s performance are addressed — those modifications are based on user data that show how users are (and aren’t) using the site. What this means is that with a GDD approach, you spend far less up front, then continually improve the site — based on actual data – under a consistent monthly budget.

The cost of a launchpad site is difficult to pinpoint without knowing the actual scope of the project, but it’s not uncommon for a 25-page site with basic functionality (not a lot of bells and whistles) to cost between $20,000 and $30,000; development for this site could take between 8 and 16 weeks. Once launched, the continuous improvement cycles begin.

Curious about the different GDD Continuous Improvement packages? Take a look at the chart below to determine which might fit your needs the best.

Growth-Driven Website Design Packages

Update your website month-over-month using REAL data for peak performance.

FAST

starting at $2,900 per month

PAGES ADDRESSED:
1–5

IDEAL FOR
< 7,000 VISITS
PER MONTH

FASTER

starting at $4,900 per month

PAGES ADDRESSED:
1–20

IDEAL FOR
7,000–50,000 VISITS PER MONTH

FASTEST

starting at $6,900 per month

PAGES ADDRESSED:
20+

IDEAL FOR
50,000+ VISITS
PER MONTH

PHASE 1: Planning

UX Audit Using Software
(Hotjar, Google Analytics, Moz Pro)

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UX Software Package
(Hotjar, Google Analytics, Moz Pro)

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Wishlist Preparation & Maintenance

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Custom KPI Goals & Hypothesis' Development

 

 

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PHASE 2: Build

In the previous Planning phase, our team will review your website goals and make recommendations and identify the right improvements to be made each month (items can be removed or moved from the scope of work at any time). The Build phase may include one or more of the following:

UX Centered Design
Automation
Custom Content
SEO Strategy
Conversion Path Optimization
hubdb_icon2
Custom Design
smart_content_icon

PHASE 3: Learn & Transfer

Reporting

Data Spreadsheet

Databox

Databox

Status Meeting

Monthly

Monthly

Bi-Weekly

Growth-Driven Website Design Packages

Update your website month-over-month using REAL data for peak performance.

FAST

starting at $2,900 per month

PAGES ADDRESSED:
1–5

IDEAL FOR
< 7,000 VISITS
PER MONTH

PHASE 1: Planning

UX Audit Using Software
(Hotjar, Google Analytics, Moz Pro)

UX Software Package
(Hotjar, Google Analytics, Moz Pro)

Wishlist Preparation & Maintenance

PHASE 2: Build

In the previous Planning phase, our team will review your website goals and make recommendations and identify the right improvements to be made each month (items can be removed or moved from the scope of work at any time). The Build phase may include one or more of the following:

UX Centered Design automation_icon custom_content_icon seo_strategy_icon conversion_optimization_icon hubdb_icon2 custom_design_icon smart_content_icon

PHASE 3: Learn & Transfer

Reporting: Data Spreadsheet

Status Meeting: Monthly

FASTER

starting at $4,900 per month

PAGES ADDRESSED:
1–20

IDEAL FOR
7,000–50,000 VISITS PER MONTH

PHASE 1: Planning

UX Audit Using Software
(Hotjar, Google Analytics, Moz Pro)

UX Software Package
(Hotjar, Google Analytics, Moz Pro)

Wishlist Preparation & Maintenance

Custom KPI Goals & Hypothesis' Development

PHASE 2: Build

In the previous Planning phase, our team will review your website goals and make recommendations and identify the right improvements to be made each month (items can be removed or moved from the scope of work at any time). The Build phase may include one or more of the following:

UX Centered Design automation_icon custom_content_icon seo_strategy_icon conversion_optimization_icon hubdb_icon2 custom_design_icon smart_content_icon

PHASE 3: Learn & Transfer

Reporting: Databox

Status Meeting: Monthly

FASTEST

starting at $6,900 per month

PAGES ADDRESSED:
20+

IDEAL FOR
50,000+ VISITS
PER MONTH

PHASE 1: Planning

UX Audit Using Software
(Hotjar, Google Analytics, Moz Pro)

UX Software Package
(Hotjar, Google Analytics, Moz Pro)

Wishlist Preparation & Maintenance

Custom KPI Goals & Hypothesis' Development

PHASE 2: Build

In the previous Planning phase, our team will review your website goals and make recommendations and identify the right improvements to be made each month (items can be removed or moved from the scope of work at any time). The Build phase may include one or more of the following:

UX Centered Design automation_icon custom_content_icon seo_strategy_icon conversion_optimization_icon hubdb_icon2 custom_design_icon smart_content_icon

PHASE 3: Learn & Transfer

Reporting: Databox

Status Meeting: Bi-Weekly

Example Continuous Improvement Build for a FAST Package

FAST MONTH 1

After reviewing your site’s metrics we see opportunity in customizing the content of your Products page for each personal vertical using Smart Content (each vertical will see its own unique content). The desired outcome is to increase CTA click-throughs to advanced content by 10% on that page.

Steps:

  • Review SEO keyword strategy for on-page content and design - Write unique page copy for each vertical
  • Create a custom UX-based design using Smart Content for each vertical
  • Create a new Hotjar recording of the page
  • Analyze the results
SEO Strategy UX Centered DesignCustom Content Custom Design Smart Content
100% of total build

FAST MONTH 2

After a year of lackluster email and click-through rates, we recommend creating a more impactful email template design and add Smart content that speaks differently to different customer lists. Recipients will also be enrolled in a nurturing workflow.

smart_content_iconcustom_design_iconautomation_icon
75% of total build

During the Planning phase the team had looked into 2 pages that have no conversion opportunities but that receive a fair amount of traffic. During the build, we add relevant CTAs that lead users to advanced gated content to increase conversions on these pages.

conversion_optimization_iconcustom_design_icon

25% of total build

FAST MONTH 3

After reviewing the Hotjar scroll heatmap on the blog page and cross-referencing that with time-on-page statistics for mobile using Google Analytics, we determine that users aren’t scrolling on the mobile view of the blog listing. To fix this, we remove the large image banner at the top of the blog page. This makes it more likely that visitors will scroll further down the page, increasing chances for content and form conversions.

UX Centered DesignCustom Design

30% of total build

After reviewing Hojar click heatmap and Google Analytics time-on-page for the website’s homepage, we see users aren’t clicking on a CTA button that sits “below the fold” (somewhat low on the page). To increase the click rate and conversions on the content that the button leads to, the build includes moving the button higher on the page.

UX Centered DesignCustom Design

20% of total build

The client’s internal users are frustrated by the inability to search blogs. To make it easier for people to find what they want, we source a search application, redesign the blog template to include it.

UX Centered DesignCustom Design

50% of total build

Let's talk numbers.

Free consultation request.

We get very excited explaining the tremendous opportunity inbound marketing represents to companies just like yours, and how effective it is in generating qualified leads, then turning them into customers. If you’re curious, reach out and we’ll set up a time to talk. The best part? It’s free and without any obligation on your part.