At its best, your website is your most reliable salesperson — one who works 24/7, never calls in sick, and continually generates leads.
At its worst, it’s a money pit: outdated, buggy, and a poor reflection of your brand.
Most websites fall somewhere in between. But because redesigns can be expensive, business leaders often wonder: How do I know if my website investment is paying off?
In this episode of Endless Customers, I sat down with Vin Gaeta, IMPACT’s Head of Web Strategy, to unpack why most businesses struggle to see ROI from their sites — and how to turn a website from a marketing expense into a true sales tool.
The problem is the mindset. Too many companies see a website as a marketing expense that they refresh every few years. Instead, you should think of your site as a revenue-driving sales tool that reduces time to close and builds buyer trust.
"If you're actually putting the right things in place,” Vin says, “your ROI should be more than leads and traffic. You should be seeing a considerable drop in your time to close."
According to Vin, you must keep the following in mind.
If you’re ready to enter into a website project, start by updating your mindset. Instead of seeing your site as a bottomless marketing expense, think of it as a soon-to-be essential sales tool. This will change the way you speak to your designers and developers.
With the right approach, your website can be an investment that can actually yield a return.
If you’ve been asking, “How do I make sure my next website redesign actually pays off?” the answer starts with shifting your mindset.
Your website isn’t just a marketing expense. It’s a core part of your sales process. At IMPACT, we help businesses build buyer-focused sites that lower acquisition costs, speed up sales cycles, and deliver measurable ROI.
Vin Gaeta is IMPACT’s head of web strategy. He leads a team of designers, developers, and strategists to provide full-scale website redesigns for our clients.
Learn more about how we build websites that actually deliver ROI
What’s the biggest mistake businesses make with websites?
Treating them as static marketing assets. A site should evolve weekly with new content, user insights, and continuous improvements. When businesses neglect updates, their website quickly falls behind buyer expectations and stops contributing to revenue growth.
Do I need an agency for a website redesign?
Not always. Agencies can help with design and development, but the most successful businesses invest in learning how to manage and update their sites themselves. This ownership allows teams to react faster to buyer questions, publish content regularly, and keep the site aligned with sales.
How do I know if my website is really working as a sales tool?
If your sales team reports that prospects are better informed, deals close faster, and objections are addressed earlier, your website is doing its job. A strong sales-driven site reduces the need for repetitive conversations and helps salespeople focus on building trust instead of re-explaining the basics.