Are you in need of a real bargain for your next website? I have a great deal for you today, and it starts at just $175,000 and $25,000 per month maintenance cost. But wait! There’s more!

It sounds like a great bargain, right? Well, maybe and maybe not.

I wish I had recorded the conversation I had with a woman desperately in need of an answer about website pricing. She just wanted to hear the answer that agreed with her. She did not have any desire at all to hear the right answer. I do have the urgent voicemail message she left for me, and I will include it in the podcast.

After hearing the voicemail message, I promptly returned her call and she was even more frazzled in real-time. The purpose for her call was that she was frantically seeking some way to sway her business partners from an offer made by a website development company for what she believed was astronomically high. The part she could not answer was why it was too high, or how much too high it was. All she knew was that it was too high, and she wanted ammunition to fire back at the developer and her business partners.

If you make your price the first priority in a cost to value comparison, you may want to reconsider. Cost is a fast way to get a lot of public attention, but it can also provide a negative net return. Showing a low cost has a solid place in some markets, but consider evaluating the cost and value propositions you present to your market. If you are building upon only an audience of “glancing prospects”, you may miss your best customers in the process. What I call glancing prospects are the ones who are out for cost, and that is the primary factor in their decision making. They glance in your direction and give little consideration to anything but how much it will cost. You may like these customers if you are content to offer the lowest cost, but they are also often not return customers or loyal to your brand. It is not just because you didn’t provide value, but because value is not what they were seeking. Thus, they never realized your value.

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