How many business owners recoil when the words ‘Web Design Strategy’ appear on the agenda for discussion at the team meeting?
Every one of them is the answer!
Surely we don’t need to re-design our website again, you’re already thinking.
It must only be a year since we did the last website re-design you say out loud. Well 3 actually, quips your dedicated Marketing Manager/Executive. He/she has been eagerly waiting for the website strategy to scale the company’s endless list of priorities at every monthly review meeting for at least the last 12 months. Does this sound familiar?
The Problems with Traditional Web Design
We’re all too aware of the problems associated with traditional web design. Thinking back to the last re-design, or the original website launch, the site you thought would be live in 3 months was still in development almost a year later. The more you got into the project, the more you realised that the original web design specification that you’d all spent so much time on didn’t cover all the items you later realised that you needed/wanted to include. The design and development costs went up, and the copywriting costs alongside it.
And before you knew it, the anticipated price had doubled and it took three to four times as long to get to the stage where you were happy to say to your web developer – Ok, it can go live now!
Have you been there and ‘got the t-shirt’?
We can see why any business owner would feel reluctant to get stuck into another web design process, but developing your web design strategy and launching a new version (or the first version) of your website shouldn’t be the headache that it is for so many business owners. The traditional approach is fraught with problems for both the business owner and his marketing team, and your web design, development and digital marketing support teams – if you’re feeling the pain, trust me, so are we!
So what can we do about it? A new approach to web design is called for – Growth Driven Design.
Growth Driven Design – The future of web design
Growth Driven Design is a SMART approach to web design (Specific, Measurable, Achievable. Relevant and Time Bound). There are 3 key differences to a growth driven web design strategy, when compared with traditional web design.
1. A growth driven web design strategy shortens the time to the website launch
A growth driven web design strategy is research driven. We analyse existing data from your current site and conduct additional research and planning exercises to identify the core features that need to be there for the new site to go live – everything else that doesn’t make the initial priority list can be added after. Because we base decisions on analysis of actual data and customer insights, you minimise assumptions. By adopting this approach you won’t waste huge amounts of time and money on building the perfect site that takes a year or more, only to find out post-launch that your target audiences don’t think it’s so perfect after all!
2. A growth driven web design strategy monitors performance against your website goals
Performance monitoring is built into the strategy. How often do business owners launch a website and then do nothing? Too often. Given the blood, sweat and tears it took to get the website live, you’d think that most businesses would be eager to monitor its performance and ensure that it is working for the business. Not so. Too often, businesses tick it off the to-do list as complete and move on to the next project, only too eager to put the experience behind them, but this won’t help your business to grow. A growth driven web design strategy won’t allow you to do this as growth driven design focuses on making continual improvements. Once your new website is live, there will be goals to assess performance against and a phase 2 list of developments to start working on. To maximise the amount of relevant data available to you and gain better insights on the areas you now need to prioritise, you need as much website traffic and activity as possible.
3. A growth driven web design strategy drives potential customers to your website
We hope business owners are well aware by now that the ‘build it and they will come’ adage is no more than wishful thinking. Your website is one of billions on the internet and there may be many global, national and local competitors, each one competing for the same eyeballs as you are, therefore marketing your site to your potential customers has to be part of the process. A growth driven web design strategy is one which includes marketing campaigns and ongoing initiatives to drive traffic to your site – via search engines, social media channels, content marketing, email marketing or offline marketing tactics such as PR and events. The more visitors there are to your site, the more data you have to analyse. This helps us to quickly identify what is working, what isn’t and utilise this knowledge to develop your web design strategy further, making continual improvements.
To sum up…
By focusing on the priorities, we can get your new site live much sooner – typically in 2-3 months. Once live, we’ll work with you to monitor its performance, drive traffic to it and continually improve its performance to ensure that it fulfils your website goals – this is Growth Driven Design.
A growth driven web design strategy is an effective approach to web design and development for growth driven businesses. The website is never a closed project, but is simply broken up into more manageable stages so that it doesn’t end up being one big ongoing headache that never goes away!
If you need some help to develop your web design strategy or to build your site, contact us to discuss how we can help.