Return on Investment
Arthur of Seaview Garden Cottage, along with his human buddy Richard, stopped in the other day to pick up their new business cards.
The cards turned out great. Richard’s counterpart, Susie, worked with local artist Don Nisbett to do a watercolor of the cottage, and she selected a nice paper that has a watercolor feel for the cards.
While Arthur and the Danes got reacquainted, Richard mentioned that he was having a great response to the website we developed for him and we were delighted to learn he is experiencing the return on investment we forecasted. Richard writes:
Our vacation rental, Seaview Garden Cottage, is doing well and I think one very important reason is our web site. I hadn’t thought too much about its impact on business until a few days ago when I analyzed our guest data. Most people find out about us through the web site, and except for repeat business, just about all future bookings are the result of contact with us through the web.
We all want a timely return on investments, whatever that means. For me, the question was, when did gross receipts from web generated business equal the cost of the site? We went live just before Christmas and had our first web booking a few days later, which was a good start. By the end of February, typically a very slow period, total web generated business had almost paid for the site. March took us way over the top. By then we were getting reservations for the summer. Each month brings in more business and we now think of our web site as a money maker. For me, the answer is it took two very slow months to cover the cost of the site, and about three months to show a profit, if other operating expenses are considered.
The mere existence of a web site isn’t enough. I knew we had to stimulate interest for potential guests by providing basic information in a concise, yet interesting manner. Specifically, guests need to know what we offer, the cost, and how to make a reservation. This is where Sabrina Kent took over. She turned my vision into a web site that draws praise from all visitors. One brilliant touch, for example, was the addition of a “baby” picture of our St. Bernard, Arthur, to the bottom of each page. I can’t calculate that benefit.
The technology employed for our site has made it possible to easily add or modify content, which in turn, better informs our guests and brings in more business. Sabrina has, in effect, partnered with me by making suggestions for improvement. Her technical skills are very useful, but the interest that she and the rest of beachdog.com have taken in our site is what I really appreciate. I think we have a great web site and it will become even better, thanks to her continuing participation in this very satisfying project.
Sabrina did an excellent job of working with Richard to co-design and develop the site while Kathy used her expertise to optimize it for search engines and Karl managed much of the technical back end work.
Does your web site need a tuneup? An overhaul? If you haven’t done serious work on it in the last year or two, it very likely does. Give us a woof for a no-cost, no-commitment consultation to learn how we can improve the return on your online investment. 360-642-4431
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