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Someone on your team probably came across a pitch recently: switch website providers, save $20,000 or $30,000 a year, done deal. It's an easy number to like. Nobody enjoys writing a bigger check than they have to.
But before you sign that contract, sit with a tougher question for a minute: what is your website doing for you right now? Not what it costs — what it actually produces. If a good chunk of your leads and closings trace back to it, the sticker price of a new platform isn't the number that matters most.
Websites build up s...
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