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The Reality Check
Your website works 24/7. Never takes vacation. Never calls in sick. It talks to every prospect before you do—at 2 AM when they're researching, at 11 PM after a referral, during their commute when they're qualifying options.
Yet most firms treat it like a digital brochure. A necessary evil. Something to apologise for in meetings.
Here's the truth: Your website should be your highest-performing employee. It just might be your worst one.
The Math Nobody Does
Let's run the numbers:
- Average senior hire: $200-500K + benefits
- Average website investment: $50-100K every 3-5 years
- Website working hours: 8,760 per year
- Human working hours: 2,000 per year
Your website has 4x more client conversations than your best BD person. It qualifies or disqualifies every opportunity. It sets expectations before the first call.
The question isn't whether you can afford a great website. It's whether you can afford a bad one.
What Your Highest-Paid Employee Should Do
The best firms' websites don't just inform—they perform:
- Qualify prospects before they book time
- Answer the 3 AM questions that determine shortlists
- Demonstrate expertise through clarity, not credentials
- Build trust in the 30 seconds before they bounce
- Convert interest into action with clear next steps
Your website shouldn't be a cost center. It should be revenue infrastructure. It should work as hard as your partners, as smart as your systems, and as consistently as your best processes.
Stop treating your hardest-working employee like an intern.
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