Building and maintaining digital channels has become essential for businesses today, but many companies—especially small and medium-sized businesses—struggle with the process. Whether it’s a website, mobile app, or social media presence, the decisions around who should build these channels and how much to spend can feel overwhelming. From my experience, there are a few key factors that every business owner should keep in mind when navigating this landscape.
Balancing Cost and Quality
The first concern that always comes up is cost. Naturally, businesses want to minimize their expenses, but when it comes to digital channels, going for the cheapest option often leads to long-term headaches. Many business owners hire freelancers thinking it’s a cost-effective way to get the job done. At first, it seems like a good idea—a freelancer designs the site, delivers the project, and everyone moves on. But digital channels, especially websites and apps, are living systems that need constant updates, maintenance, and enhancements. Freelancers, by nature of their work, typically finish a project and move on to the next gig, leaving businesses stranded when something breaks or requires attention.
This isn’t to say freelancers can’t provide value, but it’s crucial to consider the sustainability of your digital presence. You’ll need ongoing support and development, which a lone freelancer might not be able to offer. Opting for a company that can partner with you in the long run might seem like a bigger investment upfront, but it saves time, money, and stress down the road.
Avoiding the Shortcut Mentality
There’s a temptation to look for shortcuts in the digital world—whether that’s hiring the cheapest provider or trying to get things done quickly. But the truth is, shortcuts often come back to bite you. I’ve seen businesses opt for low-cost development companies or quick fixes, only to find themselves facing problems that require even more investment later on. They end up paying double to fix mistakes or completely rebuild their digital platforms.
It’s understandable to want to keep costs down, but when it comes to digital channels, you really get what you pay for. Taking the time to find a reliable, experienced partner can save you from the frustration of missed deadlines, poor performance, or broken systems.
Aligning Your Channels with Your Business Strategy
Before diving into any digital project, you need to be clear on what you want to achieve. What are your customers trying to accomplish when they visit your website or use your app? Too often, businesses focus on features that don’t actually serve their customers' needs. For example, a medical center might build a website that highlights its achievements and certifications but buries the most important feature: booking an appointment.
It’s essential to think about what your users need and design your digital channels to help them meet their goals as easily as possible. This not only improves customer satisfaction but also helps your business meet its objectives.
Do You Really Need an App?
There’s a common belief that every business needs an app, but that’s not always the case. Apps are expensive to develop and maintain, and they require a significant commitment from your users—first to download, then to engage. You have to ask yourself: Is our website enough to serve our customers, or is there a genuine need for an app?
If your website can do the job, it may be more efficient to invest in making it as user-friendly and functional as possible rather than diverting resources into an app that might not get traction. Apps can be valuable, but they require careful consideration and a clear strategy.
Ongoing Commitment to Digital Channels
One of the biggest misconceptions I see is the idea that building a website or app is a one-time project. In reality, digital channels require continuous attention. From regular updates to bug fixes and design improvements, your digital platforms need to evolve as your business grows and as technology changes.
It’s important to work with a partner who understands this and can provide long-term support. Digital channels are never “done”—they’re dynamic tools that require constant care to stay relevant and effective.
Social Media: Strategic Engagement Matters
Social media is a critical part of any digital strategy, but it’s not enough to just have a presence. You need a clear plan for what you want to achieve. Are you using social media to engage with customers, provide support, or drive sales? Many companies jump into social media without defining their goals, which leads to disappointment when they don’t see the results they expected.
The key to success with social media is understanding your brand and how it connects with your audience. You need to be intentional about the content you create and the platforms you use. Not every platform will be right for your business, so it’s important to focus on the ones that align with your strategy.
Final Thoughts
Building digital channels is about more than just having a website or an app—it’s about creating sustainable, strategic tools that serve your business and your customers. It’s easy to get caught up in finding the cheapest or fastest option, but these decisions can lead to bigger issues down the line.
By taking the time to invest in quality, aligning your digital efforts with your overall business goals, and committing to ongoing maintenance and improvement, you’ll create digital channels that truly add value to your business.
