Your website is your company's greatest marketing asset. It’s the first place prospective customers go to find information about your products or services. It’s also the centerpiece of your marketing activities. And yet a growing number of websites are stealing from their owners — in the form of lost leads and squandered sales.
Read on to discover a progressive new approach to website design that could save your company tens of thousands of dollars in missed revenue.
Growth Driven Design
Growth Driven Design is a revolutionary new way to approach website design projects. This cutting-edge methodology exposes the "old school" approach to website design for what it is: ineffective, inefficient and out of touch with modern business / online marketing best practices.
Before diving too deep into Growth Driven Design, however, it's important to first understand why the traditional approach to website design projects is broken.
The Death of Traditional Website Design
The traditional approach to website design projects is deeply flawed. It's an antiquated methodology that was developed long before the advent of Wi-Fi, smartphones, tablets, social media and Responsive Web Design (RWD). And yet it's still widely utilized, and was the driving force behind the majority of websites online today.
What's so bad about traditional website design projects, you ask? The most common and glaring of its flaws can be summed up in three simple facts:
Many traditional website projects:
Require a significant cash investment, yet offer no guarantee that the end product will perform highly.
Require a significant time investment, often dragging on for 3, 6 or even 12 months (or more).
Ultimately expand in scope, causing many of them to finish well over budget and long past the original deadline.
The launch of a new website should be a joyous occasion — a celebration of seamlessly orchestrated business intellect, marketing know-how, technological savvy and human collaboration. After all, what other marketing tool has as significant an impact on a company's visibility, perception and long-term success than its website?
Yet many traditional website design projects culminate with all those involved feeling stressed, physically exhausted, emotionally drained and utterly dejected.
Okay, that may be a bit of an exaggeration. The honest truth, though, is that far too many website projects leave everyone involved feeling more jaded than jubilant.
If You Build It, They Will Come?
(Photo credit: Winnipeg Free Press / Charlie Neibergall / The Associated Press Files)
Another fatal defect of the traditional website design methodology is its assumption that the end product is flawless — everyone involved knocked it out of the park.
All that's left to do is relax while the traffic, leads and sales roll in, right? Wrong.
The Truth About Traditional Website Redesign Projects
In reality, the end product of a traditional website design project is simply the amalgamation of a series of educated guesses and assumptions made by a cadre of marketers, designers, writers, developers and everyone else who helped create it.
That's not to say that those individuals are incapable of creating a beautifully designed, thoughtfully organized and intuitively usable website — that couldn't be farther from the truth. Beautiful websites created by talented business professionals using the "old school" approach launch every day, many of which go on to produce strong results.
However, to assume that a website is devoid of room for improvement defies logic. And yet a large percentage of the shiny new websites developed using the traditional method are placed on a digital pedestal where they collect dust, remaining untouched for 18 to 24 months — like a youth league trophy on a teenager's shelf.
Instead of maximizing their owner's ROI, these neglected websites slowly begin dipping into their owner's pockets. And while this silent pilfering may avoid detection on a day-to-day basis, its long-term effects can be staggering.
During these websites' 18- to 24-month lifespan, they may cost their owners tens of thousands of dollars in revenue in the form of lost leads and squandered sales.
The Solution: Growth Driven Design
The Growth Driven Design methodology was specifically designed to overcome the flaws of its traditional predecessor. To achieve this objective, Growth Driven Design focuses on 3 core principles:
- Minimize the risk of website design projects
Growth Driven Design aims to shorten the amount of time required to launch a website, allowing businesses to refresh their online image rapidly and efficiently. The end product - referred to as the "Launch Pad website" - is then monitored and refined over time to amplify its value.
- Continuously learn and improve
As stated above, the work doesn't stop when a new website goes live. Using analytics and conversion data as a guide, Growth Driven Design projects undergo continuous analysis, testing and optimization. This process allows Growth Driven websites to achieve peak performance — maximizing ROI.
- Align marketing and sales to maximize results
Marketing and sales go hand-in-hand, yet many websites do little to unite these critical business functions. With Growth Driven Design, customer and content insights uncovered during the website analysis and optimization process help inform and improve marketing and sales strategies and tactics (and vice versa).
Traditional Website Design vs. Growth Driven Design
Download Our Growth Driven Design eBook
The Growth Driven Design information in this post is only the tip of the iceberg.
For a complete overview of the Growth Driven Design methodology, click the link below to download our Introduction to Growth Driven Design eBook!
Our Introduction to Growth Driven Design eBook will teach you:
- Why traditional website design is broken
- The pitfalls and risks with traditional website design
- The shift marketers need to make
- A new, smarter way to think about website design
- The three pillars of the Growth Driven Design process
- How to get started with Growth Driven Design
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