Outbound or traditional marketing is dead. Traditional website development is also dead. Since the foundation of any digital marketing engagement is a website, wouldn’t this make sense? An inbound marketing engagement without website conversion optimization is never going to deliver the results you are looking for.
“We often hear people say they paid a lot of money to build the site, and it hasn’t resulted in any new business. It’s so common that people think a redesign alone will get them more clients.” Lisa McDermott @LisaJoyMcD, Stratus Interactive.
While user experience, having a nice looking site with good navigation, having a mobile-ready site, and keeping your messaging up to date are all vitally important, those things alone won’t capture leads. Why not? Because people simply expect those things. They're the minimum standards now. Shockingly, it all works in reverse: If you don’t have the things I just mentioned you could lose current customers. Times have changed and so have buyer’s habits and expectations.
The Broken, Traditional Website Model
Website redesigns have two main lifecycle phases: 1) After months of an often confusing process the website is launched with the client having no clue what to expect for performance, let alone ROI. So the company spends X thousands of dollars, chalks it up as a marketing expense, and hopes for the best. 2) After three to four years, the website gets stale, keywords are no longer as valid, SEO needs updating, and as a result visitor traffic begins to decline. So, the whole process of vetting out a web design company to do it all over again begins. This is a marketer’s worst nightmare.
How Does Growth-Driven Design Fix Something This Broken?
Growth-driven Design is a process of continuous website development and improvement. GDD is heavily data-driven. Rather than being developed from vague ideas, a GDD website can be launched with data-driven testing built right in. This way, the website's design is intelligent. Here’s the way we like to see Phase I of a GDD project go:
- If the current website is serviceable, we clone it and migrate to the Hubspot COS platform, make it responsive, and perform a few tweaks for functionality.
- We add tracking metrics called, “heat maps,” plus add other metrics to watch user behavior for a period of time. This way, the project’s goals become data-driven. These tracking metrics go way beyond watching Google Analytics and actually track user behavior on each page.
- During this “phase I” testing period, we work with the client on their wish list and design requirements.
Even before a client signs on to a GDD engagement, it’s important that the client, their team, and the Growth-Driven Design Hubspot agency meet to share goals and to lay out a strategy to achieve those goals. The initial strategy session should include:
- Growth goals and the plans to achieve them.
- The client’s entire wish list of features, widgets, and programming integrations.
- The most important items on the wish list.
- A schedule of roll-outs for every item on the wish list.
Growth-Driven Design separates the traditional website model from this entirely new model of website design. To sum up, the main reasons you would want a GDD website are:
- Your primary goal is to grow your business through inbound marketing. Lead acquired through inbound cost, on average, 61% less than outbound leads.
- You are tired of the often confusing process of redesigning your website every few years.
- You aren’t just looking for initial performance; you want your website’s performance to be consistent throughout its online life.
- You want to be able to update and improve your website over time as easily as possible.