Short answer: For most trade businesses, yes. A website is worth it if it brings in even one extra job every month or two, because a single job usually covers a large part of the cost. It is less likely to be worth it if you are fully booked from repeat work and referrals and do not want to grow.
Work it out with your own numbers
Here is the simple version. Take what an average job is worth to you and ask how many extra jobs the site needs to bring in to pay for itself.
As an example only: if your average job is worth $500 and a website costs $1,500, it has paid for itself after three extra jobs. If it then brings in one extra job a month, that is $6,000 of work a year from something you paid for once. Swap in your own numbers. For higher value work like bathroom renovations or switchboard upgrades, one job can cover the whole site.
What a website does that word of mouth cannot
- It catches people who do not know you. Someone new to the area, or whose usual tradie is busy, goes to Google.
- It backs up your referrals. When someone is given your name, they often look you up before they call. If they find nothing, some of them call someone else.
- It works while you are on the tools. A quote form collects enquiries when you cannot answer the phone.
- It is yours. A Facebook page or a listing on a lead site can change its rules or its prices. Your website stays under your control.
When it might not be worth it
- You are booked out months ahead and do not want more work.
- You work entirely as a subcontractor for one or two builders.
- You are planning to close or sell the business soon.
What makes the difference
A website only pays off if people can find it. A good looking site that does not appear in search results is a brochure nobody reads. The site, your Google Maps listing and pages for your services and suburbs need to work together. That is the part worth paying for.