CONVENTIONAL WEBSITE DESIGN DOES NOT WORK
As superlative as it may sound, in the inbound marketing world, your website is your Chief Sales Officer and Chief Spokesperson and the cornerstone of your inbound marketing efforts. It is of critical importance that we elevate the website to the front of the line in regards to our inbound marketing efforts. Traditional website design is a failed approach. To be successful your business must have a growth driven web design strategy implemented by a digital marketing agency not a traditional web design shop.
Failures of Conventional Web Design Agencies
Many web development agencies build websites that while aesthetically pleasing they are not in alignment with your number one priority: sales growth. How critical is your website? In just 4 to 6 seconds, a user to make a decision not or if they are going to continue browsing your website. So there is more riding on your website than just pretty graphics and the latest cool widgets.
The web design agencies may offer digital marketing services as an add-on service, yet the website they design to you is not growth driven. The agency you choose to build your website must be a sales growth focused inbound marketing agency that also can also build aesthetically pleasing websites.
We have found that there is a vital difference between how we design websites and the conventional approach used by typical website design agencies.
The traditional web design approach uses a waterfall model to deliver your website. In a waterfall model, you move from one step to the next:
A Growth Driven Web Design model is agile in nature. We are always building iterations and continuously improve. We are consistently delivering improvements, and monitoring are users to help create a more efficient user experience. The change here is that instead of a monolithic approach, where you only get a website at the end of the process, we will build the website rapidly and continuously improve it using key performance indicators to adjust our process as we go.
Growth-Driven Web Design Focuses on Three Major Principles
MINIMIZE THE RISK OF WEBSITE REDESIGNS
There are major risks to conventional website design:
LARGE UP-FRONT COST & RESOURCE COMMITMENT
Traditional Web Design has a large up-front cost. The typical website project ranges from $15,000 – $150,000. The full payment is required for the website to go live. The return on investment is backloaded as the average conventionally designed website requires at least three months of development, and you can only get returns on your investment when the site goes live. Also intrinsic to the financial cost is the time and resource commitment from the business.
An agile growth driven web design site, is architected in iterations so that we will deliver a website rapidly and then continuously improve and deliver that website. Because it is live sooner, you can start to receive a return on that investment sooner. Also, based on what we see once the site is live, we can adjust the next iteration to take advantage of the insights gained. In regards to cost and time, you are paying for just the next iterative phase of the project. You can then allocate resources accordingly. As business fluctuates and resources and finances are needed elsewhere, we can adjust the next iteration to match. This approach leads to a results-driven process that is easily measurable, and we can adjust our future iterations based on what we see.
KAIZEN WEB DESIGN
As we deliver new improvements to the website, we are continuously listening to our website users and their experiences, rants, and raves. We want to address any rants they may have and continuously elevate the web experience. The iterative process can also be considered user driven as we release the website we will continually monitor how well the site performs. Whereas traditional website design companies rely on lazy metrics ( traffic to the website, SEO rankings, social mentions), we are mainly focusing on metrics like conversions of users to subscribers and eventually to customers and to make sure we are targeting the right prospects. We are not here to conflate traffic and try to sell to everyone. We are here to design the perfect web experience for targeting the ideal customer for your business and continuously improve that so that we grow sales.
GROWTH DRIVEN WEB DESIGN IS SALES AND MARKETING FOCUSED
Agile growth driven web design tightly integrates with sales and marketing. What we learn about website visitors helps educate and improve advertising and sales strategies. This is the critical reason why it is imperative to have your site designed using this agile approach by marketing agency that delivers marketing and sales focused websites.
WHAT DOES A TYPICAL GROWTH DRIVEN WEB DESIGN PLAN INCLUDE?
We customize each plan to accommodate the needs of a client based on what we discover during our discovery sessions. Typically, beyond just the aesthetics of a website we go beyond to focus on the following:
Landing Page Building
Landing Page Split Testing
Lead Magnet Strategy
Email Marketing Strategy
Blog Content Marketing Strategy
Search Engine Optimization
Video Marketing Strategy
IMPROVE THE USER EXPERIENCE
Navigation and Organization of The site
Clarity of Messaging
User Interface Optimization – Make the Website Intuitive
Mobile Responsive Auditing – How does the Mobile Experience feel?
Personalizing the site elements to the user as an individual and as it relates to their role or industry
creating specific landing pages or offers that cater to their individual needs
EMPOWER SOCIAL SHARING
Make content sharing intuitive
Build shareable content