Strategic Marketing Blog


Using an Agency for Content Creation and Lead Generation

One of the most powerful marketing tools available to a business is its website. Website design and development can range from a simple site that describes your services to a complex site in which your customers can subscribe to customized services, order products and read blogs. So, you might be asking, exactly how much does a website cost?

To answer that question, we have provided costs for three types of sites so far. In our last post, When Should You Hire an Agency for Website Development?, we described what to expect when working with a web design agency. With a budget between $10,000 and $30,000, our fictitious building products company was able to create a professional site with search engine optimization (SEO). Now we’ll take a look at further enhancing the site with ongoing content to drive lead generation.

Agency Websites

Phase II – Strategic Website (Ongoing Content Creation and Lead Generation)

Budget: Additional $3,000 – $7,000/month

Brandon’s building products company is doing very well with current customers, but Brandon is not seeing as much growth as he would like. Additionally, two large chains have entered his market, threatening to decrease his profit margin. Brandon’s value proposition has always been high-quality products at competitive prices, but the changing marketplace is threatening to cut in on his growth potential.

Brandon needs to launch a branding program, and that includes a site redesign. His agency conducts a strategy session with Brandon and his leadership team to outline his company’s business and marketing goals and objectives. This includes a comprehensive look at the competition and how Brandon’s company needs to brand itself to its potential buyers.

In addition to the rebranding, the agency recommends that Brandon incorporate an ongoing content creation program via a blog and premium content (e.g., e-books). The blog will be used to drive additional traffic to the website, and the premium content will be used to turn those website visitors into leads that Brandon can follow up on. The premium content will also be promoted with a paid search campaign and paid social media promotion.

What to expect when developing an ongoing lead generation program:

  • Comprehensive strategic plan
  • Ongoing content creation program
  • Lead generating efforts such as content creation
  • Website promotion, including paid search and paid social media promotion

Required resources:

  • Time for multiple team members to participate in planning session
  • Time for one or more team members to participate in content creation process
  • Review of content created by agency
  • Follow-up on leads generated through the website
  • Additional budget for paid search and paid social media content promotion

Representative companies: Companies dedicated to an inbound approach to marketing and sales.

Watch for the final post in our series on website costs where we will cover some custom development tools, such as the development of an e-commerce store, marketing automation and more.

Want to find out more about website costs? Read our full e-book on Website Costs. To find out more about website development, SEO and other online marketing services, contact Bob Goricki, Director of Digital Marketing at 440-449-6800 or

Website Cost Ebook

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