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The Hidden Costs of Free Websites: Why Investing in Your Online Presence Matters
Episode 14 • 18th October 2024 • Business Ignite Podcast • Business Ignite Podcast
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Show Notes:

In this episode of the Business Ignite Podcast, hosts Ethan Walker and Samantha Reed discuss the often-overlooked disadvantages of using free website platforms for businesses. They explore how free websites can negatively impact search engine rankings, customer trust, and potential revenue. The conversation delves into the importance of investing in a professional website to establish credibility, enhance functionality, and improve user experience. They also offer actionable advice on making the transition from a free to a paid website, including budgeting, choosing the right platform, and understanding SEO. The episode emphasizes the long-term benefits of investing in a solid online foundation for business growth and success.

00:00 Introduction to Business Ignite Podcast

00:22 The Hidden Costs of Free Websites

01:11 Google's Perspective on Paid Websites

02:23 Customer Perception and Trust

04:22 Hidden Costs Beyond Google and Trust

05:49 Design Limitations and Branding Issues

07:43 Revenue Loss and Monetization Challenges

10:54 Transitioning to a Paid Website

12:38 Choosing the Right Platform

14:27 SEO and User Experience

16:43 Conclusion and Key Takeaways

Resources:

  • Times When a Free Website Just Doesn't Cut It - This article explains when free website builders may not be enough for a business's needs. It highlights the limitations of free platforms, such as lack of customization, scalability, and professional features that are critical for growing businesses. For companies seeking advanced functionality, a unique brand presence, or better security, investing in a custom-built website is often the better choice. https://www.95visual.com/resources/articles/times-when-a-free-website-just-doesnt-cut-it


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Transcripts

Speaker:

Welcome back to the business ignite podcast, where we light the fire

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for business growth and marketing success.

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Your hosts, Ethan Walker, Samantha Reed,

bring you the latest trends, expert

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insights, and actionable strategies

to fuel your business journey.

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Let's ignite your potential.

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Ethan Walker: Hey there, you know

how everyone's always saying,

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just get your business online.

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Like any website is better than none.

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Well, today's deep dive is going to make

you rethink that whole free website thing.

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And trust me, this isn't just about

like, Oh, you get limited features.

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You know, we're going

way deeper than that.

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Samantha Reed: Yeah, it's

easy to get caught up in that,

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that initial, Oh, it's free.

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But what we're really talking about is

the foundation of your online presence.

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Okay.

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And that foundation, that

has ripple effects on how

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easily customers can find you.

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What they think when

they land on your site.

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Ethan Walker: Right.

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Samantha Reed: Even like how

much Google trusts your content.

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Ethan Walker: Okay.

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So no pressure on the website then.

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Samantha Reed: Right.

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Ethan Walker: I'm already seeing a theme

in the articles and research you shared.

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It's like this hidden cost of going the

free route that most people, they don't

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even realize it until it's too late.

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Samantha Reed: Yeah, it's a classic

case of you get what you pay for,

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but like in the digital world.

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Ethan Walker: Right.

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Samantha Reed: What's so

fascinating is that a free website

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can actually work against you.

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Really?

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Especially with like how

Google ranks websites.

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Ethan Walker: Yeah, the Google factor.

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Right.

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Always gotta keep Google happy.

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Samantha Reed: Always.

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Ethan Walker: But I thought

Google was all about, like,

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good content is king, you know?

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So how does a paid

website factor into that?

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Samantha Reed: So think of it this way.

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Google's ultimate goal is to connect

searchers with the most relevant

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and trustworthy sources, right?

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A paid website, especially one that

has its own, like, custom domain name.

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Right.

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That signals a level of commitment

and investment that a free,

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generic website just doesn't.

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Ethan Walker: Oh, okay.

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You know?

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So it's like saying, Hey Google,

look, I'm serious about this business.

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I'm in it for the long haul.

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And Google's more likely to be

like, okay, cool, I'll do it.

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Bump you up.

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Samantha Reed: Yes, exactly.

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Yeah.

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And, and longer domain

registrations, which are more

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common with those paid sites.

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Ethan Walker: Okay.

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Samantha Reed: Those actually indicate

to Google that you're more likely to

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like stick around and invest in quality.

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Ethan Walker: Gotcha.

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Samantha Reed: And better

search rankings, obviously that

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means more potential customers,

clients finding their way to you.

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Ethan Walker: Makes sense.

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Yeah.

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Samantha Reed: Yeah.

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Ethan Walker: But I mean, it's

not just about Google, right?

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It's about how customers.

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How clients perceive

your business to totally,

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Samantha Reed: yeah,

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Ethan Walker: like we all, I

mean, we judge a book by its

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cover to some extent, right?

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And a website.

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I mean, that is the digital storefront.

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Samantha Reed: Absolutely.

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Yeah, there's like almost a

subconscious bias that comes into play.

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Imagine like you're searching for a

product or service and you find two

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businesses and they seem pretty similar.

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One has this sleek, professional

looking website, its own domain name.

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Right.

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The other one is this

very basic, free site.

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You know, it's got the platform's

name right there in the URL.

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Yeah.

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Which one just instinctively feels

more credible, more trustworthy?

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Ethan Walker: Yeah, I know

which one I would click on.

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Samantha Reed: Right.

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Ethan Walker: It's like the

free site makes me wonder, Hmm,

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are they just starting out?

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Samantha Reed: Right, exactly.

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Are

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Ethan Walker: they not

taking this seriously?

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Yeah.

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And, I mean, honestly, First

Impressions, That's everything online.

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Samantha Reed: Huge!

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Yeah, absolutely.

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If

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Ethan Walker: you don't

capture someone's attention.

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Samantha Reed: It all ties back

to that perception of investment.

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Ethan Walker: You

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Samantha Reed: know, 95 Visual, one of

the sources you shared, they actually

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found that statistic percent of consumers

are more likely to trust a business

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with a professional looking website.

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They see it as a sign that you

care about your brand, about

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your customers experience.

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Ethan Walker: And isn't

that what it's all about?

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It's like building that

trust, that credibility.

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It's starting to feel like Even though

a free website seems like, oh, this

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is an easy win in the beginning.

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Samantha Reed: Right.

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Ethan Walker: It could actually be

holding you back in the long run.

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Samantha Reed: A hundred percent.

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Yeah.

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It's like building a house

on a weak foundation.

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Ethan Walker: Oh, okay.

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You know,

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Samantha Reed: it might stand for

a while, but eventually you're

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going to run into problems.

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A paid website, it's about investing

in a solid base that will actually

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support your business as it grows.

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Ethan Walker: Okay.

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So we've talked about Google, we've

talked about customer trust, it's

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got to be more to it than that.

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Right?

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What are like some of the other

hidden costs that people should

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be aware of when they're even

just considering a free website?

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Samantha Reed: Oh, there's like a

whole other layer of hidden costs that

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often people don't even realize until

they hit a wall with their free site.

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Things like, um, limited

functionality, design constraints,

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even potentially like revenue loss.

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Ethan Walker: Okay, now you're

talking my language, because when

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I hear Like, limited functionality.

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I'm thinking, is my website going to,

like, crash if I get too many visitors?

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Right.

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And that's not a good look.

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Samantha Reed: No, not at all.

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And that's a valid concern.

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Free websites, they often come with very

limited bandwidth and storage space.

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Okay.

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Which, you know, that can lead

to those slow loading times,

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maybe even site crashes.

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Yeah.

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And just generally a really

frustrating user experience.

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Yeah.

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And remember, in the

online world, speed is

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Ethan Walker: king.

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Oh, 100%.

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We're all used to, like, lightning

fast websites these days.

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I mean, if I click a link

and it takes more than, like,

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two seconds to load, I'm out.

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Samantha Reed: Exactly.

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And you're not alone, right?

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Studies have shown that even a one second

delay in page load time can lead to a

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significant drop in conversion rates.

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Really?

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So not only can a slow website

hurt your brand image, it can also

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directly impact your bottom line.

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Ethan Walker: Oh, okay.

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So it's a double whammy.

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It is.

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I want to avoid that.

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Yes.

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Okay, but let's say, like, I'm

willing to overlook the speed bumps.

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You know, I'm scrappy.

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I'm just starting out.

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Sure.

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I need to save money wherever I can.

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Yeah.

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What about the design limitations?

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Samantha Reed: Yeah.

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Ethan Walker: Aren't there like

ways to make a free website look

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at least somewhat professional?

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Samantha Reed: There definitely are.

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And, you know, a lot of these

platforms have Decent templates,

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but you're often limited to

like their preset design, right?

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Functionalities.

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Think about your own brand.

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Like you're unique, right?

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You have a story to tell.

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You have a vibe, right?

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You know that you want

to convey a free website.

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It can be really tough to like truly

stand out from the crowd and like

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really showcase It can be really tough.

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That personality,

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Ethan Walker: right?

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Because it's not just

about having a website.

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It's about creating an online experience.

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Yes.

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That really like represents your

brand and resonates with your people.

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Samantha Reed: A hundred percent.

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Yeah.

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And that's where those design

limitations can really hold you back.

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Imagine like you want to add a

really cool specific feature and

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maybe like an interactive quiz

or, or like a custom booking form.

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A lot of these free website builders,

they just don't offer those options.

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Or they make you pay extra, which kind

of defeats the whole purpose, right?

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Right,

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Ethan Walker: exactly.

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So, you might end up spending,

like, just as much, if not more,

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trying to cobble together this

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Samantha Reed: Frankenstein website.

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And even if you are Okay.

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With like the basic design and the layout.

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Ethan Walker: Okay.

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Samantha Reed: You're often

like stuck with the platform's

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branding on a free website.

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Oh, right.

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So you might have like

their logo in the footer.

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Right.

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Or it might say like, powered by, you

know, whatever platform at the bottom.

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Ethan Walker: Yeah.

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Samantha Reed: Which, you

know, can make you look not as

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established, not as professional.

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Yeah.

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It's like

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Ethan Walker: you're trying to create

this like high end fashion brand.

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But you're like.

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It's only allowed to use

fabrics from the discount bin.

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Samantha Reed: Yes, 100 percent It's

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Ethan Walker: just not gonna, you know,

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Samantha Reed: It's

not gonna hit the same.

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Ethan Walker: It's not

gonna have that same impact.

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Speaking of impact,

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Samantha Reed: Yes.

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Ethan Walker: Let's talk

about potential revenue loss.

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Samantha Reed: Nah.

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Ethan Walker: Cause, like, a free website,

again, it seems like a good way to, you

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know, Like save money initially, right?

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It can actually limit your

earning potential in the long run.

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Samantha Reed: Yeah.

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Ethan Walker: Okay.

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So that's something I think a lot

of people don't even consider.

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How could a free website actually

lead to me like losing money?

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Samantha Reed: So for one, a lot of

these free website builders, they don't

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even allow you to sell products or

services directly through your site.

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You might be able to like.

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Right.

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List your products, but then

your customers would have to go

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through a third party platform to

like actually make the purchase

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Ethan Walker: Right,

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Samantha Reed: which can lead to like

a really clunky checkout experience,

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Ethan Walker: right?

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Because the user experience

is like everything these days

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Samantha Reed: every

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Ethan Walker: if it's too much

of a hassle to buy from me.

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I'm gone exactly I'm

going to your competitor

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Samantha Reed: a hundred percent

And even if you're not selling,

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like, physical products, right?

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Ethan Walker: Okay.

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Samantha Reed: A free website, it

can limit your ability to, like,

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monetize your content in other ways.

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Okay.

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For example, a lot of these

free platforms, they don't allow

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you to run ads on your website.

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Ethan Walker: Oh, interesting.

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Samantha Reed: Or they require you to

display their ads, which can be, like,

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super distracting to your visitors.

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Yeah.

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They can really detract from,

like, your brand message.

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Ethan Walker: So not only are you,

like, missing out on potential

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revenue, From running your own ads.

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Right.

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But you're also potentially

turning off customers.

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Samantha Reed: Yeah.

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Ethan Walker: With these irrelevant

ads, it's like, I don't know, it's

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like you're trying to build this,

like, really nice luxury hotel.

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Right.

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But then you plaster the lobby with,

like, you know, discount airline posters.

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Samantha Reed: Exactly.

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It's just,

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Ethan Walker: like, it's not the vibe.

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It

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Samantha Reed: clashes, yeah.

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And, and here's another, like,

revenue related thing to think about.

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Email marketing.

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Okay.

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Building an email list is

so crucial for any business.

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Right.

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That wants to, like, Nurture their leads,

promote their products, drive those sales.

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A lot of these free website builders,

they either don't offer email

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marketing integrations at all.

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Oh, wow.

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Or they like severely limit

your subscriber count or like

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your sending capabilities.

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Right.

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Ethan Walker: So you're

kind of like handcuffed.

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When it comes to like actually

growing your audience.

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Yeah.

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And, and connecting with them directly.

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Exactly.

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You're at the mercy of

this like free platform.

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Yep.

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Samantha Reed: Yep.

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Yep.

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Ethan Walker: Okay.

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Samantha Reed: And, and without that

robust email marketing strategy,

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you know, you're missing out on

one of the most effective ways

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to drive traffic to your site.

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Okay.

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To build customer loyalty.

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Ethan Walker: Yeah.

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Samantha Reed: And ultimately to

increase those revenue streams.

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Ethan Walker: Okay.

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So.

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This is all starting to paint

a pretty clear picture here.

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Samantha Reed: Yeah.

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Ethan Walker: While a free

website might seem appealing, you

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know, like, in the short term.

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Samantha Reed: Right.

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Ethan Walker: It can actually create

some pretty significant roadblocks.

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Samantha Reed: Yes.

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Ethan Walker: To your long

term growth and, and just your

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profitability as a business.

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Samantha Reed: It's like the

old saying goes, you have to

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spend money to make money.

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Ethan Walker: Right.

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Samantha Reed: But in this case, it's more

about making, like, strategic investments.

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In your online presence, That will

then pay dividends down the line.

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Ethan Walker: Okay, so let's

say I'm convinced, I'm ready

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to like ditch the free website.

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Samantha Reed: Yeah.

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Ethan Walker: Invest in a

platform that's actually going

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to help me achieve my goals.

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Love

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Samantha Reed: it.

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Ethan Walker: What are like the practical

steps involved in making that transition?

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Samantha Reed: Yeah.

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Ethan Walker: It seems kind

of daunting to be honest.

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Samantha Reed: Yeah, no, I get it.

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It can feel like a big leap, you know?

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But it doesn't have to be this

like, painful, ripping off

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the band aid kind of thing.

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It's more like, um, like

taking the scenic route.

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It might take a little longer,

but, uh, the views are way better.

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I like that.

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Plus, like, remember all that

amazing source material you shared?

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Yes.

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It's loaded with, like, practical tips

for making this transition smooth.

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Ethan Walker: Exactly.

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It's like having a roadmap.

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Samantha Reed: Instead of just, like,

wandering around hoping for the best.

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Ethan Walker: Totally.

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Samantha Reed: And the first,

like, The landmark on that roadmap

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is figuring out your budget.

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Ethan Walker: Okay.

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Samantha Reed: How much can you

actually invest in a platform that's

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going to help you achieve those goals?

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Ethan Walker: Right.

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Because investing is the key word here.

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Yeah.

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This isn't just another expense.

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It's about putting

resources into something.

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Samantha Reed: Exactly.

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That's actually

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Ethan Walker: going to

help my business grow.

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Yeah.

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But how do you even begin to wrap your

head around budgeting for a website?

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Samantha Reed: Yeah.

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So start by thinking about it

like, like you would any other

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important business decision.

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Okay.

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Right.

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What are your must haves

versus your nice to haves?

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Right.

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What kind of return on investment

are you really hoping to see?

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Right.

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And once you have that clear

picture of your priorities, your

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expectation, then you can start

researching different platforms.

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Ethan Walker: Okay.

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Samantha Reed: Compare pricing

plans and, and see what fits.

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Ethan Walker: So once you

have like a budget in mind.

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Samantha Reed: Then it's time to choose

the right platform for your needs.

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Ethan Walker: Okay.

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Samantha Reed: And this is where

things get really fun because there

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are so many options out there.

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Ethan Walker: That's where

it gets overwhelming.

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Samantha Reed: Yeah.

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Ethan Walker: It's like walking into a

bakery with a million different cakes.

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Samantha Reed: Right.

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Ethan Walker: And being

like, I'll take one.

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Samantha Reed: Exactly.

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But, but think about it this way.

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What kind of cake are you craving?

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Ethan Walker: Okay.

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Yeah.

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Samantha Reed: Right.

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You looking for something

simple, simple, simple.

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Elegant.

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Ethan Walker: Right.

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Samantha Reed: Or something

super bold and decadent.

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Ethan Walker: Yeah.

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Samantha Reed: Choosing a website

platform, it's kind of like that.

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It comes down to your taste.

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Ethan Walker: Okay.

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Samantha Reed: Your needs, the

features you're looking for.

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Ethan Walker: So are there, like,

I don't know, any, any platforms

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that that stand out as like.

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Particularly good choices?

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Samantha Reed: Absolutely, yeah.

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So, WordPress is a popular one.

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Okay.

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Known for its flexibility,

its customization options.

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Yeah.

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It's kind of like the DIY option.

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Okay.

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You have a ton of control, but it

might require, you know, a little

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bit more technical know how.

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Right, yeah.

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And you have platforms

like Squarespace, Wix.

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Yeah.

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Super user friendly, you know.

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Ethan Walker: Right.

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Samantha Reed: Drag and drop interfaces.

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They're great for beginners.

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Ethan Walker: Okay, so if WordPress

is, like, baking a cake from

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scratch, Squarespace and Wix are

kind of like using the cake mix.

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Samantha Reed: Exactly.

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Still delicious, but, you know,

a little less work involved.

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Ethan Walker: Right,

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Samantha Reed: right.

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And then, of course, if you're planning

to sell products online, you'll want to

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look into platforms like Shopify, which

are specifically designed for cake.

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Okay.

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They offer those integrated

payment gateways.

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Ethan Walker: Right.

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Samantha Reed: Inventory management,

you know, secure checkout

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processes, all that good stuff.

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Ethan Walker: Okay, so once you've like

chosen your platform, you're ready to

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start building, what are some like,

I don't know, key things to like,

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:

Keep in mind to make sure that this

new website is actually a success.

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:

Samantha Reed: One thing that's

like absolutely crucial is SEO.

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:

Ethan Walker: Yes, SEO.

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Search

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Samantha Reed: Engine Optimization.

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:

Right.

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:

Remember how we were talking about

like Google sees those paid websites?

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:

Right.

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:

As like that signal of quality?

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:

Yeah.

439

:

Well, SEO is how you make sure that

Google not only sees your site, but

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understands what it's all about.

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:

Ethan Walker: Right, because getting

found by Google is like, Especially when

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:

you're a new website, you're trying to

like, get your name out there, but SEO

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:

can feel like a whole other language.

444

:

Samantha Reed: It can be intimidating,

but it's really about making your website

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:

easily digestible for search engines.

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:

Okay.

447

:

So, start by thinking about like, what

are the words and phrases that your

448

:

target audience would actually use.

449

:

Ethan Walker: Right.

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:

Samantha Reed: To search

for a business like yours.

451

:

Those are your keywords.

452

:

Ethan Walker: Okay.

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:

So, if If I was a customer and

I was looking for your services,

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:

what would I type into Google?

455

:

Samantha Reed: Exactly.

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And once you have a good list of those

keywords, you can incorporate them

457

:

into your website's content, your

headings, even your image descriptions.

458

:

Oh, wow.

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:

This helps Google understand what

your site is about, who it's for.

460

:

Ethan Walker: Right.

461

:

Samantha Reed: And then it's

more likely to show up in

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:

those relevant search results.

463

:

Ethan Walker: So it's not just

about creating great content.

464

:

Samantha Reed: Right.

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:

Ethan Walker: It's about creating

content that's also optimized.

466

:

Samantha Reed: Yes.

467

:

A hundred percent.

468

:

And then, on top of that, don't

forget about the user experience.

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:

Ethan Walker: Oh.

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:

Samantha Reed: Google is paying

attention to how long people

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:

are staying on your site.

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:

Ethan Walker: Oh, wow.

473

:

Samantha Reed: Are they clicking on links?

474

:

Right.

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:

Are they finding what they're looking for?

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:

Ethan Walker: So it really is

about creating that website

477

:

that's, that's informative.

478

:

It's engaging.

479

:

Samantha Reed: Yeah.

480

:

Ethan Walker: But it's

also easy to, to use.

481

:

It's enjoyable to be on.

482

:

Samantha Reed: Absolutely.

483

:

And remember, building a

successful website, it's ongoing.

484

:

Right.

485

:

It's not just a one time thing.

486

:

Ethan Walker: Yeah.

487

:

Samantha Reed: You got to stay up

to date on those SEO best practices.

488

:

Ethan Walker: Okay.

489

:

Samantha Reed: Keep your content fresh.

490

:

Make those adjustments as you go.

491

:

Ethan Walker: It's like tending a garden.

492

:

You got to nurture it.

493

:

You got to prune it.

494

:

You got to like, you know,

make adjustments along the way.

495

:

Samantha Reed: A hundred percent.

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:

And just like, A garden attracts bees with

its, you know, colorful blooms, a well

497

:

designed website that attracts visitors.

498

:

Ethan Walker: With its amazing content.

499

:

Yes.

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:

Easy to use and it looks great.

501

:

Samantha Reed: Exactly.

502

:

Ethan Walker: Okay, so as we're like

wrapping up this deep dive here.

503

:

Samantha Reed: Yes.

504

:

Ethan Walker: What's like

the, the one key takeaway?

505

:

Yeah.

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:

You want our listeners to remember

about making this transition.

507

:

Samantha Reed: It's an

investment worth making.

508

:

Ethan Walker: Okay.

509

:

Samantha Reed: It's about shifting

your mindset from free to.

510

:

Ethan Walker: Okay.

511

:

I like that.

512

:

Samantha Reed: A paid website gives

you the freedom, the flexibility,

513

:

the control to create a truly

remarkable online presence.

514

:

Ethan Walker: It's about building that

solid foundation for your online success.

515

:

So if you've been on the fence about,

about making that transition, I

516

:

hope that this deep dive has given

you, you know, the, the insights,

517

:

maybe a little bit of inspiration.

518

:

Samantha Reed: And remember the online

world is constantly evolving, right?

519

:

So embrace that learning process,

you know, experiment, don't be

520

:

afraid to like ask for help.

521

:

Ethan Walker: That's such great advice.

522

:

Samantha Reed: Yeah.

523

:

Ethan Walker: Thanks for

joining me on this deep dive.

524

:

This has been, uh,

really, really insightful.

525

:

Samantha Reed: The pleasure

was all mine, honestly.

526

:

Ethan Walker: And to all our

listeners, thanks for tuning in.

527

:

Until next time, keep exploring,

keep learning, and, uh, keep

528

:

pushing the boundaries of what's

possible in the digital world.

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:

Speaker 2: Thanks for tuning

into the Business Ignite podcast,

530

:

where we fuel your business

growth and marketing success.

531

:

If you enjoyed today's episode,

be sure to rate and review us.

532

:

It does help others find the show.

533

:

Don't forget to follow us on social

media at Business Ignite podcast and

534

:

share this episode with a friend.

535

:

Keep the fire burning and remember,

your success is just one strategy away.

536

:

Until next time, stay ignited.

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