How Much Does a Company Website Cost? The Factors That Decide the Price
Quotes for a company website can vary widely. Learn what drives the price and the running costs that are often forgotten before you choose a quotation.
Read the article →How to Measure Company Website Results with Analytics and Search Console
Once a company website has launched, the next question is almost always the same: is this website actually delivering? Without data, the answer is only a guess. With the right data, you can see where potential customers come from, which pages they read and how many end up contacting the company.
Two free tools from Google are enough to get started: Google Analytics 4 and Google Search Console. This article explains what each one does, which figures to watch and how to review them regularly without drowning in data.
Two tools, two different jobs
Google Search Console shows how your website appears in Google search results, before anyone clicks. Here you can see the keywords your website appears for, how many times it appears (impressions), how many times it is clicked and any technical problems Google has found.
Google Analytics 4 shows what happens after people arrive on your website: how many visitors there are, where they come from, which pages they open and whether they take important actions such as submitting a form.
The two complement each other. Search Console answers "how do people find us", while Analytics answers "what do they do next".
The basic figures to watch
Number of visitors
The number of visitors shows how many people come to your website. It is useful for spotting trends from month to month, but it isn't the only measure of success. For a B2B business, a few of the right visitors are worth more than lots of irrelevant ones.
Traffic sources
Analytics groups visitors by where they came from, for example Google search, direct visits (typing in the website address), social media or links from other websites. This tells you which channels are working and which need strengthening.
Most viewed pages
See which pages get the most visits. If a particular product page is busy, make sure its information is complete and that it invites people to contact your team. If an important page is quiet, it may be hard to find from the menu or not yet showing up on Google.
Visitor devices and locations
Analytics also shows whether visitors use phones or computers, and which cities or countries they come from. If most visitors are on phones, make sure your product pages and forms are comfortable to use on a small screen. If many visitors come from abroad, it may be time to consider another language version.
Keywords in Search Console
The performance report in Search Console shows the keywords your website appears for. Look out for keywords that appear often but are rarely clicked: the page title or description may not be compelling enough. Relevant keywords that don't yet have a dedicated page can also become ideas for new articles.
Quote requests are the most important figure
For a B2B company website, the main measure of success isn't the number of visitors but how many potential customers contact the company. That could be a quote request form, a click on the WhatsApp button, a click on the phone number or an email.
To measure them, these actions need to be recorded as important actions (in Google Analytics 4 they are called key events, previously known as conversions). Ask your website provider to set them up from the start. Without this, Analytics only shows visitor numbers, with no idea who actually became a lead. Clicks on a WhatsApp button can be recorded the same way.
Complement this data with your own internal records. When a quote request comes in, ask how they found your company. Website data and what customers tell you directly complement each other.
A simple monthly review
You don't need to open Analytics every day. A monthly review is enough for most company websites. Use this list:
- How many quote requests or enquiries came in from the website this month?
- Which source brought the most visitors?
- Which pages were viewed most, and did any drop sharply?
- What new keywords appeared in Search Console?
- Is Search Console reporting any technical problems that need fixing?
- What one thing will you improve or add next month?
Compare with the previous month and the same period last year, especially if your business has particular busy seasons.
Common mistakes
- Only looking at visitor numbers: rising figures feel good, but they don't necessarily bring in customers.
- Forms not recorded as important actions: there is no way of knowing which pages generate leads.
- Only an outside party has access: when you change provider, the old data goes with them. Make sure your Analytics and Search Console accounts are registered in the company's name.
- Data collected but never used: reports are opened, and then nothing is done.
Frequently asked questions
Do Google Analytics 4 and Search Console cost anything?
Both are free. What you need is a correct setup and access owned by the company itself.
How long until the data becomes useful?
Data starts building up from the moment the tools are installed. To see meaningful trends, you usually need a few months of data, especially for a new website that is still building its position on Google.
Do we need to tell visitors the website uses Analytics?
Ideally, yes. Mention your use of analytics tools on your website's privacy policy page, in line with the applicable data protection rules. Read what a privacy and cookie policy must include.
A good website isn't just looked at but measured: how many people come, and how many end up contacting you.
Want a website that is ready to measure from day one? See our website services, or read how to get your company website on Google.
