What should I budget for an ecommerce start-up?
It’s a good question that gets answered in lots of different ways. I’ve got £30k to spend on this site, and it should be better than Amazon.com is a quite frequent approach. Your web agency will always want to know what your budget is - in some ways it’s a fair question; how else can they know what they’re going to build for you.
But when you budget, you’ve got to think way beyond the site build. You should see the site build as opening the door of your new office. More often than not, clients come with an expectation that they’ll spend £8k on the website, and their Adword budget for year 1 is £2k. I’ve seen this 80/20 approach operate at all levels. It’s wrong (not Pareto, he’s never wrong). You’ve got to flip it. Spend 20% of your budget on the site build, and 80% on Adwords, link building and content work (spread this over twelve months, and don’t expect a return in year 1 - you’ll get one, but it’s nice to be surprised).
So, you’ve got a £10k budget. Spend £2k on the site, and £8k Adwords. Or, £20k on the site, and £80k on Adwords. That’s how it works.
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