Your website exists to convert visiting traffic into qualified leads and customers but the ways in which we use them has changed. No longer do our visitors want lengthy explanations of who we are as a company, but rather they prefer to be able to understand exactly how we can provide a solution to their challenges.
When we as marketers can do this effectively, our websites can become our greatest tool and one of our most successful sales representatives. A successfully optimised website can consistently generate leads; filling our pipelines with potential prospects. But as marketers we are finding that traditional website design is not yielding the results, limiting the ROI of our websites. The standard approach to a website redesign is a lengthy process: requiring large upfront costs and a heavy investment of resources. It is unsurprising to find that with this approach, once a design is in place, it changes and evolves very little, no matter how well it performs. That is until ROI is proven to be poor and the whole process begins again.
But what are the alternatives?
Growth driven design as an approach to website optimisation is used to create incremental improvements to a website over a substantially longer period of time - to ensure that your website is constantly evolving and converting more and more prospects into leads. This investment approach can produce reliable month-over-month growth as regular analysis fuels the changes and adjustments you make to your website. A website design driven by growth enables you to make continuous improvements based on live data accrued from both sales and marketing. Keeping your website in line with changing customer behaviours and improving the integration between your website and other inbound marketing efforts.
The benefits of a new approach to website optimisation
There are a number of key benefits to choosing a growth driven design approach to website optimisation over a traditional redesign.
- Minimise the risk
Instead of spending thousands of pounds and allocating mass amounts of resource on a site that you cannot predict the performance of, growth driven design allows you to spread this process out. By taking this approach you are able to avoid locking yourself into a website, meaning that as each stage rolls out you can review and measure performance making adjustments as you go.
- Gain sales & marketing intelligence
With this new approach to strategy development, you can optimise your website using predetermined sales and marketing goals using established KPIs to measure and understand website performance. By posing a theory, doing research and testing your hypothesis across your website you are able to derive educated insights from your website, the visiting traffic and your customers.
- Continuous updates keeping your website relevant
With such an agile design strategy, keeping up with new and emerging trends isn’t the headache it would have once been. Not only this, but a regular schedule will mean that you are always publishing up-to-date, relevant and inspiring content that your audiences want to read.
Creating a website design driven by growth
A three-step process can be used to create a comprehensive and effective web design methodology which incorporates these principles whilst also optimising for B2B lead generation.
The first step in the process is to establish a strategy which takes into consideration business goals along with the needs and challenges of your audience and how your website can address these whilst also generating B2B leads.
The first step in creating the strategy behind a growth driven website design should be to review and research your buyer personas and identify their specific problems and challenges. Along with generating an in-depth understanding of your personas it is also important to create a complete picture of the journey that each of your personas will take as they progress through the sales cycle and the types of information and resources they will seek out at each point.
Using the existing website as a starting point, the experience your visitors have on your website should also be reviewed. This will provide a deeper understanding of your audience and form part of your End User Experience Research allowing you to collate a deeper understanding of which website elements require improvements and which should be replaced.
Combining all of these insights into comprehensive list of website requirements, we can create a strategy which will compile the most impactful ideas and elements which we wish to realise in our launchpad website. This will serve as a starting point for the ongoing strategy for website optimisation and refinement.
The goal of a launchpad site is to create a website which looks and performs better than your existing website but is not your final product. It is the foundations upon which you improve through the collection and analysis of user data.
Launched in a much shorter time scale than a traditional website redesign, your launchpad should identify the core pages of your website redesign and focus on these for the initial rebuild. Existing content and pages should be tidied up so as not to look out of place on the launchpad. This will enable you to deliver the greatest impact to your visitors without requiring the massive resource investments of a traditional website redesign.
Your launchpad website will enable you to begin delivering organisational goals, meeting visitor needs and expectations and generating leads from the initial starting point whilst also identifying areas for improvement.
Once your launchpad has been published the strategy becomes one of continuous review and improvement through the leveraging of real-user data. In order to understand where your website optimisation efforts should be best focused a process for identifying specific KPIs and website elements for review should be established.
Once a specific area of focus has been determined a step by step process of improvement can be achieved.
Planning – to determine which areas when optimised would have the greatest impact on the achievement of goals.
Build – Implement the areas of optimisation
Learn – Review the areas you have optimised and collate the new learnings you have gathered about your audience
Collaborate – Take the insights you have gathered about your visitors and your traffic and share them with the other business functions.
By applying this process to your launchpad you will be able to create a website which is continuously optimised for lead generation and can drive more value to the business each and every month.
Successfully redesigning your website has never been simpler with the principles and methodology of growth driven design. By using feedback and statistics to guide your design decisions you can create a website, which is not only aesthetically impressive but which provide leads and ROI.
Our checklist provides 10 key steps to guide you in your redesign, transforming your website from a silo to a lead generation machine for long term success.