When’s the last time you stopped and thought about how your website is performing? Have you ever thought to look beyond the generic Google Analytics numbers you pull (or maybe don’t pull) each month and ask yourself if your website is actually working for you? Getting these answers are not as daunting as you might think – at least, not if you abandon the traditional web design process. It had its day in the sun, but growth-driven design (GDD) is the new method of web design that will take your site from collecting cobwebs to driving major growth. But why, exactly, should we throw traditional web design out the window?
- It’s risky. You pour tons of resources into creating what you think your customers might like, but you have no way of knowing how they’ll receive the final product. GDD lowers that risk because it’s not one big overhaul – it’s constant testing, monitoring, and rolling out small changes. Your risk of missing the mark is far smaller when your site is constantly being upgraded based on real-time data of how your users are behaving on your site.
- It’s bulky. Building out an entire brand-new website takes months of organizing, decision-making, and web development. GDD empowers you to change your site in the moment, allowing you to refine the customer experience and drive business. It ensures that your website never gets stale, and customers are consistently enjoying the experience.
- It’s slow. When you create a brand new website but then discover something that needs tweaking, you risk triggering the domino effect. Before you know it, your entire site could be down for repairs just because you had a couple quick fixes to make. With GDD, you can update your site in almost real time. So, when changes happen in your business landscape, you can showcase your response right away.
- It doesn’t truly focus on the customer. If you create your site in the traditional way, without using real customer metrics to guide the design, you might be including parts that are irrelevant or unhelpful to users. With GDD, you always know what customers want on your site – and when you optimize your site for performance each time you revise even a portion of it, you constantly enhance your customers’ brand experience.
- It creates siloes. Traditional web design rolls out the welcome mat for siloes to form across areas like branding, conversion optimization, functionality development, content publishing, and user experience. GDD takes a holistic approach to these components, bringing them together as you find and implement website solutions.
- It’s expensive. For a small to medium-sized business, a website redesign can cost anywhere from $15,000 to $80,000 [cite]. It takes a lot of time and energy to build a website, and a good majority of that will probably be outsourced, which can get pricey. GDD, because it’s a manageable, incremental process, means lower upfront costs and almost never overrunning time or budget. You set the scene and create your own budget much more efficiently.
- It doesn’t stay relevant for long. Customers move quickly, and they’re always looking for the next best thing. When a website is created with traditional design, it often launches and then collects dust. No one gathers performance metrics, because they can’t make site changes anyway. GDD sees your website as a living, evolving entity that is continually improving over time to fit customer behavior, based on learning from research data. And the process should never end, which means your customers will never get sick of your website.
So, your current site isn’t promoting the engagement or user behavior you’d like. Don’t worry – it’s not too late to change! By using the growth-driven design method, you can ensure your website is acting as your number one brand evangelist. Want to know how to make it happen? Download our ebook for a step-by-step guide for implementing GDD with your website.
Digital Marketing Strategist
Marketing is always evolving, but Megan Nyquist knows how to stay one step ahead. As an expert in both digital marketing strategy and digital campaign development, she works closely with clients and program marketing staff to develop innovative digital marketing campaigns that improve results and reduce costs. Megan also leads digital marketing training for the Franklin Energy marketing team and our clients. She has achieved trackable customer engagement in our own corporate marketing and effected impressive improvements in satisfaction and participation on behalf of our utility clients. Megan holds a bachelor’s degree in journalism from Marquette University, extensive digital marketing certifications and has won multiple digital marketing awards on behalf of Franklin Energy and our clients.