Using Design To Drive Website Growth

Website redesigns typically are a long, headache-inducing process that winds up overdue and over-budget.

This is why so many website designers and developers are shifting toward Growth-Driven Design — a practice that cuts down on up front costs, lead time and time commitment. It’s relatively simple to get started.

It all begins with a strong foundation and strategy. You’ll need to create a wishlist of what you want and gather all the must-haves from key stakeholders.

This is also a good time to answer: What are the most important products or services to feature? What is unique about our company that we want to showcase? What content can we want to put “behind a wall” to encourage conversions? What is important to our brand?

From there, you need to build a launch pad website. You can work with your existing site, but if you’re starting from scratch, it should be done within 60 days.

Having a brand-new website within two months seems like a lofty goal, but keep in mind this process is dramatically different than traditional website design — the tremendous pressure over getting everything finalized and over-analyzed for the launch disappears.

From there, the optimization begins.

This is the time to A/B test everything from colors of CTAs and graphics to the messaging style on landing pages. Making updates to your website should be done using the traffic, heat map and conversion data you’re collecting through Google Analytics and your optimization tool of choice.

The flexibility of Growth-Driven Design means you can make continuous improvements to your website to drive more downloads and RFQs at your own pace — and budget!