Contracting for a website redesign is one of the most frustrating tasks business owners face. Here’s why:
- It’s just not fun.
- Most CEOs and marketers view a website as an expense, not a marketing investment.
- It’s sometimes hard to understand why you even need a website, aside from keeping up with your competitors who also have websites. It’s the annoyance factor: Before 1995, no one had a website.
- There are too many choices.
- There are too many industry buzz words like “SEO.” And confusing marketing tasks like, “What the heck do I do with social media?”
Wouldn’t it be nice to be done with all those annoyances? The good news is, you can, with a new technology called, “growth-driven design.” We call it, “The last website you’ll ever need™ .” Let’s see what this is all about.
The Traditional “Static” Website
This is what you’re used to. You come to the place where you believe you need a website redesign. The first thing you do is start interviewing web design agencies. After the dust has settled and you’re thoroughly confused, you make the most intelligent choice possible and start working with an agency.
You drive the project, and with the agency's input and within the agency’s capabilities and your budget, the project begins. After about 3 months of the agency bugging you about design and content options, and a lot of back and forth, your new website is finished.
So you have your new website. But it’s a “static” website—meaning you buy it, and aside from a few tweaks every so often, it just sits there. You hope it’s doing its job. What should be the primary task of your new website? Generating leads.
A website that fails to generate leads is a total waste of money. (Click to Tweet)
What happens when you launch a traditional or static website? It may work for a little while, perhaps a year or even more. During that time, it’s promoting your branding, displaying your products or services, your values, your capabilities—aka, it’s bringing in business (generating leads).
But then it gradually goes stale and all the great stuff it was doing, or was supposed to do, stops. If you don’t do something soon, the river will begin to flow backwards and your once new website will begin to hurt your business by broadcasting that your business is stodgy, behind the times, or lackluster. You’ll drive customers to shop elsewhere, like at your competition.
To fix this backward pull, after 1.5 to 2 years, you contract for another website redesign. This process goes on and on and on, and so does your frustration because your digital marketing never really improves, it’s just maintained. Ready for a change? Let's see why you might need a GDD website.
The Growth-Driven Design™ Website
A GDD website solves all of those painful issues I just discussed. Here’s the skinny on how it works.
Steps to launching a GDD website:
Step 1) You contract with a Hubspot agency whose focus is on business growth.
Step 2) You and the agency meet to create a hierarchy of priorities and discuss creating a launchpad website.
Step 3) You and the agency brainstorm goals and strategies for ongoing improvements to the website with a focus on lead generation.
Ongoing GDD monitoring and modifications:
The agency closely monitors metrics including, stickiness, page views, CTRs, and traditional things like bounce rate. The agency then reports to you, suggesting actionable items to improve the site.
The agency performs a design upgrade after the period of time you contracted for, normally, at 2 to 3 years out.
The blue “stair step” waterfall in the graph above shows how conventional website redesigns work. They work a little, then they don’t work, and so the process never ends.
The traditional website design playbook is totally broken. It’s unsustainable. Because in today’s marketing, the greater source of leads should and will come from your online presence. If the flow of those leads is not predictable from month to month or year to year, what happens? Quotas aren't met—and at the worst, you’ve got some major HR issues. GDD is the solution.
Key take-a-ways from this blog article:
- GDD is the solution to end the frustration of contracting for static websites.
- Most business owners don’t know why they even have a website. That’s because their website’s potential has never been realized.
- A traditional (or static) website begins to lose value immediately after launch—like a new car begins to depreciate.
- A GDD website is continually updated. There are no other web design models like it.