Ryan Boudreaux discusses the challenge for web masters to work within tight budgets. What should you include as project line items and how can you get more money? Here are some tips.
Unless you have the benefit and luck of unlimited resources for your web development projects, as a web master your responsibilities typically will incorporate budget management. Performing the budget dance every year can be quite a task for the web master, especially with the balancing act between web development dollars and ever increasing requirements. Budgets typically will consist of all the cost groups associated with your department or projects; in addition, if your projects are also a source of revenue, then sales budgets and income projections will be a part of the financial puzzle.
Overall it seems many IT budgets are expected to grow in 2011 and 2012, but typically, they are still very tight and characteristically are just templates of previous year's numbers. One of the special challenges in maintaining status quo budgets is applying new technology to last year's budget numbers. Especially when web masters are given new projects such as implementing cloud computing and mobile technology. These projects may not have been factored into the original budget.
The old saying, "Do more with less" is being heard more often than not in boardrooms especially during budget planning sessions. Being able to achieve more web design and project outcomes with the same or lower budgets as in previous years is the challenge for web masters.
There is no one-size-fits-all budgetary rule for web masters. Each client has different sets of requirements and in-house web development departments have their own organizational requirements. But there are some standard guidelines that can be followed to assist in making sure your budget matches the overall purpose and scope of the web projects expected by the client or organization.
Making the budget meet the web development project

- Discovery and Research: Typically this includes a coherent creative scope and strategy that is aligned with the marketing and sales goals of the client or organization.
- Search Engine Optimization: Search engine results should be a high priority for web design projects, and this can take a significant piece of the budgetary pie.
- Social Networking: Many organizations are still new to social media sites like Facebook and Twitter, but are planning to create a social networking presence. Does your budget include social networking efforts?
- Blogs: Many organizations and web design departments have adopted the blog format or added it to their web site functionality; maybe your site could benefit from one also.
- User Experience Design: UX is gaining attention as more sites put people first as they create products that are useful, enjoyable, and usable. Does your budget have a line item for UX design?
- Mobile Web Applications: A new and growing area is developing web sites and applications to render on and in mobile devices and applications in a clear and consistent method. Does your budget include mobile web and application development?

One example of a smart ROI project could be to include a budget line item for regular email marketing campaigns. With focused emails sent to permission-based web site clientele, reaching across broad demographics and boundaries, this type of online marketing campaign can generate a significant return with little investment.
Once the web design project or specific line item is perceived as a key method to bringing in more customers, adding more repeat customer interactions, and growing the sales, this helps to open the doors to acceptance and approval, not only for that particular project, but also for future projects.
Do you have any tips for keeping within your web development budget? Please comment on any budget tips and tricks you may have to share.