The High Price of Going Cheap: How to Avoid Budget Website Pitfalls

As a self storage operator, cutting costs in a soft market is critical to your long-term budgeting strategy. But what if we told you that “cheap” or “free” websites often come with consequences that can be detrimental to your success and cost you thousands, or even hundreds of thousands of dollars, in revenue over time? Here are a few key reasons to avoid falling for misleading “bait-and-switch” sales tactics:

Too Good to be True

At the end of the day, all businesses, including website providers and marketing agencies, need to be profitable. The bottom line is, if you are being offered a free or discounted website, you are still “paying” for it eventually. Whether this means hidden built-in fees or incremental price hikes after you sign on, there is always a “cost”. These offers almost always fall into the “too good to be true” category. Make sure to do your research so you can be confident that you will get the services and results you are paying for.

Contracts Make it Difficult to Cancel

Many marketing agencies require contracts. Contracts exist to protect an agency. Real results take time, and contracts ensure that clients allow agencies enough time to produce the results they promised. However, in some cases, contracts are abused to lock clients into services, making it difficult and expensive to cancel services when they do not deliver. Read contracts carefully, as many will have specific cancellation periods or penalties for releasing contractual obligations. Consider signing with an agency that does not rely on contracts and lets the results speak for themselves.

Poor Performance

When it comes to websites, you get what you pay for. If you are willing to make the initial investment into a high-quality website, it will pay you back exponentially over time. Slow loading speed, lack of responsiveness, and security concerns are a few of the most common reasons that users abandon a website without completing a transaction. A poor user experience will cost you in rentals. Templated websites do not stand out among your competition or showcase your facility’s unique features. Poorly built, generic websites will also rank lower in search results, meaning that your website will be less visible to high-intent searches. This could severely impact your online rental rate over time and give your competition the advantage. 

In addition, many website providers outsource SEO to third-party companies that never get to know your facility. Other companies push SEO at your site’s initial launch but do not provide ongoing optimization. You deserve a full-service, in-house team that specializes in self storage and is dedicated to getting you consistent, sustainable results.

Overpromises

Overpromising services and results is a common sales tactic across many industries. Skilled sales representatives know how to identify your pain points and present seemingly perfect solutions. They might use industry jargon that sounds impressive but leaves you uncertain about what services you really need. They may also claim that they can do “more for less”, but this is often not the case.

Before committing, look beyond the sales pitch. Take time to review recent case studies, verify client testimonials, and check real reviews on platforms such as Google or the Better Business Bureau. You do not have to be a marketing expert, but staying informed about your key metrics and performance insights empowers you to hold your marketing company accountable for the results they promise.

The Bottom Line

As a business owner, it’s your responsibility to conduct thorough research before making a decision. Remember, cheaper is not always better. If an agency claims they can “do the same thing for less” or offers pricing that sounds too good to be true for the services provided, proceed with a measure of caution. Ensure that you compare all service agreements received in the quote process to determine which option is the best direction for your business.

At the same time, do not assume that the most expensive agency is automatically the most reliable or effective. The key is finding a partner that delivers value with proven results, transparency, and expertise, and not just a high or low price tag.