There are over a billion websites on the internet in 2024. That’s a lot of digital noise for businesses wanting to stand out amidst a sea of competitors. Major brands understand the magnitude of this challenge, dedicating millions of dollars each year to maintaining their online presence.
Small to medium-sized businesses (SMBs) may not have the same marketing budgets as brand giants like Nike and Apple, but they do well to follow their lead — particularly when it comes to developing and maintaining a high-performing website. This isn’t just a nice-to-have, either. Consumers increasingly go online when making purchasing decisions, so a well-designed, optimized website is a must.
Enter: custom website development, one of the most effective ways for SMBs to reach their desired audience when and where it matters most. Continue reading for a breakdown of the benefits of working with a custom web development agency, as well as what to expect during the process.
What Does Custom Web Development Entail?
Some developers use templates to build websites for SMBs, and these are usually quick to launch and more affordable in the short term. However, this one-size-fits-all approach has its limitations.
Template-based sites often underperform because they don’t use proper code, instead relying on visual builders that can take up to 14 times longer to load on a variety of devices than a custom-built site. Because slow load times negatively impact a website’s Google ranking, this may be limiting for businesses requiring optimum online performance.
Custom development agencies strive to do more, providing customized design, unique functionality, integrations, accessibility, and ongoing support. (Note: Each agency’s scope of services varies, so it’s best to request detailed estimates when you’re considering a firm.) In most cases, these developers have years of specialized expertise in web application frameworks (for custom functionality), web content management systems (like WordPress so you can easily make content edits), and database management systems.
Why Work with a Custom Web Development Agency?
Visitors typically form an opinion about a website in 0.05 seconds. In this high-stakes digital landscape, custom web development gives SMBs an edge over the cookie-cutter approach. Every business’s needs are unique, and a custom web development agency can address these needs with tailored solutions, which include unique designs and functionalities.
Beyond addressing these immediate needs, a successful custom web development agency makes recommendations for a website that will grow with the business. This includes prioritizing long-term performance, search engine optimization (SEO), and security — areas that require special skills.
Setting Realistic Expectations
It will cost more to build a custom website than a template-based site, so it’s worthwhile to weigh the pros and cons of such an investment. Ask yourself: Do I prefer the long-term benefits of a high-performing, SEO-friendly website, or is low cost and expediency more important, even if it means working within the constraints of a template and the absence of certain features?
When hiring a custom web development firm, be aware that the time to complete a project will vary — from a few weeks (in the best-case scenario) to several months. This timeline depends on several factors, including the functionality required for the website, the agency’s availability, and your responsiveness. Many reputable firms will assign a project manager to the effort. Regardless, it’s a good idea to designate someone from your team to help manage the project.
Just as a business’s internal team thrives in a communicative environment, a custom web development project runs more smoothly with open communication. These projects are often collaborative and require regular feedback, revisions, and thorough testing to ensure your site’s quality and functionality.
How to Choose the Right Agency
The success of an SMB depends on attracting the right people — not just the right employees, but the right agencies and contractors. Think of your web development team as an extension of your internal team — they should have relevant experience and a skill set that aligns with your business’s needs.
When comparing agencies, research their experience and past work. Has the agency worked on projects with similar goals? Can they share any case studies? You can usually view testimonials via an agency’s website but Google Reviews will often provide a more comprehensive picture of their overall reliability and client satisfaction.
A firm should also be able to communicate clearly at every stage of the development process. If you will require ongoing support (updates, bug fixes, etc.) after the site is launched, be sure that the agency you select has the bandwidth to meet this need.
How to Best Prepare for a Custom Web Development Project
Before beginning your project, define specific goals for your website. Would you like to generate more qualified leads? Do you want to increase your number of email subscribers? Be prepared to share these objectives with a prospective web development firm.
Consider your business’s future needs, too. Do you anticipate exponential growth due to an upcoming product launch or a company merger? Be ready to share these insights, as a web development firm should be able to build a website that scales with your company as it evolves.
It also helps to think through the various stages of the process and allocate resources accordingly (budget, time, internal support, etc.). Have you set aside the necessary funds for the project? Your budgetary parameters should be in line with your expectations of website features and functionality. Will a company representative need to be available for check-ins and to answer questions? What assets with the web development team need from you at each stage? To streamline the development process, you’ll need to prepare your written and visual content (photos, downloadable files, etc.) in advance.
Next Steps
The prospect of developing a website may feel like being lost at sea. However, with the right firm — one that is experienced, communicative, and invested in your success — you can navigate these waters. Begin by setting expectations and preparing for the project, then reach out to agencies for consultations. Remember, a custom website is an investment in your business's future, so choose your development partner wisely, and you’ll soon be sailing smoothly.