WEBSITE DESIGN

A new HubSpot CMS website in 30 days

A company's website is the nerve center of all marketing and sales activities and must support the business in achieving its growth objectives. A website must also be easy to maintain, update, user-friendly, and beautifully designed. An agile, phased design process and implementation approach make it possible to speed up the website design process significantly. It also enables iterative development and data-driven optimization for optimal results.

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Growth-Driven Design speeds up website projects

Growth-Driven Design is a method that enables websites to be developed quickly and agilely. A website is built and launched in phases. The aim is first to complete a specific part of the site, a Launch Pad, and then to develop or expand the site in a planned way. At its most agile, the Launch Pad can be completed in just weeks.

Reduce risks

The traditional way of designing websites is often problematic – for both the client and the service provider. Website projects are expensive, take a long time, and are rarely completed on time.

In addition, the traditional model involves many risks. Costs and resources are spent at the start of the project without clear evidence that the result will work or be what the customer wants.

The traditional way to develop websites rarely provides real opportunities for significant changes or optimization after launch. More comprehensive redesigns will occur in the next re-design project, possibly years after. A traditional website project is, therefore, typically a "set and forget" type of thing.

Website development becomes easier

With Growth-Driven Design, site development and optimization are part of the project from the start, not a separate project with a separate budget.

Furthermore, site development is based on accumulated user data, not on anyone's personal opinions. Costs are spread more evenly, and the overall process is more agile.

Due to the project model, the launch is possible much faster than in the traditional website design model.

GROWTH-DRIVEN DESIGN

3 agile phases

The Growth-Driven Design -method includes three main phases.

The strategy phase involves crafting an empathetic understanding of the customer's needs and path on the site. Website objectives are aligned with business objectives.

The strategy phase again involves designing the site's user experience, establishing the basic assumptions, and analyzing existing data. At the same time, buyer personas, the buyer's path, site architecture, SEO strategy, key pages, integrations, and technical requirements are defined.

The strategy phase includes creating a "wish list" of features and things the website should (or could) have in the future.

A Launch Pad is a pre-defined scope of a re-designed site that is built and launched agilely. The Launch Pad is then optimized or expanded as per plan.

A Launch Pad should already be a clear improvement compared to the original starting point, but it still leaves room for optimization. The scope of the Launch Pad varies according to the needs of the company.

The Launch Pad is built and published in an agile way. The idea is to launch and collect user data and make data-driven and growth-oriented decisions on further development needs. When done this way, optimization and the next development steps will be based on data and analytics instead of personal preferences and gut feelings.

One clear benefit of this project model is, too, that GDD allows optimization and development to be part of the project right from the beginning rather than an extra project or additional cost.

The continuous improvement phase identifies the factors that most likely support business growth and have the most significant impact.

The focus areas are identified and prioritized to support the company's strategic objectives. The focus areas are selected, for example, on a quarterly basis.

TAKE THE NEXT STEP

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A website project can be easier, faster, and smarter. International surveys show that customers are more satisfied with website projects implemented using the GDD model:

Growth-Driven Design projects: 7.7/10

Traditional way: 6.3/10

1. Know your customers

Identify the website users. What kind of needs do they have? What type of information are they looking for on the site? How can the content best support the potential customer's journey?

2. Focus on content that supports sales

Invest in sales-supporting content first, and focus on the rest only later.

How can you assist potential customers in the decision-making process? Which information would be helpful when the potential customer is trying to make a decision or compare service providers? Does your website tell the story of how you helped other companies just like theirs? References or customer stories can be of great importance on B2B websites.

3. Improve existing conversions

Does the current website offer easy and attractive ways to ask for more information, request an offer, or contact you? And how do you identify a contact who has shown interest in a topic but who is still deciding whether to get in touch?

1. Clear positioning

What makes your service unique, whom is it aimed at, and why is it different from other similar services? Speak out and do it in the above-the-fold section.

2. Guide the user

What are the actions you want the user to take on the site? Do you offer a free trial period, or do you want someone interested in your service to watch a demo? Make sure the call-to-actions support the goal.

3. Remember the pricing

State your pricing clearly, or at least give an idea of the pricing structure. It is much easier for the customer to compare similar services to yours when all the necessary information is available.

It saves your scarce sales resources too. Nobody wants to spend valuable time answering pointless inquiries if the customer is not the right fit from a pricing perspective.

Further development: Launch and expand

One logical way to construct the website project scope is to go with a launch and expand strategy: the site is expanded after the launch pad phase. New content is added, new features are developed, and new campaigns are launched.

However, it is essential to ensure that the site does not grow uncontrollably. The future expansion is planned and taken into account in the site's architecture and original plan. After all, you want to ensure that all the future contents have a home.

Further development: Design iteration

It often happens in website projects: we get stuck in the design. Everybody is so obsessed with design, colors, images, and typography, and it needs to be polished and amazing and please everyone.

If we want to be agile, design can also be a focus area that is further developed and iterated after launch - in a planned manner, of course.

A Launch Pad could be published before, for example, new, matching portraits of the staff have been taken or using stock photos, while the site's custom illustration is still awaited.

When the design is the subject of iteration and further development, we need to make sure the technical implementation method and architecture allow for easy updating of images, colors, typography, or, for example, animations.

Don't skip the most important part

What, for whom, and why?

No matter how fast and agile the website is developed, the website should still be able to answer these three basic questions: what do you sell, to whom, and how does your service solve the customer's problem?

Additional resources

Tools, guides and more

Scoping the project right is a crucial step to any successful website project. When you are clear about your goals, you’ll be able to set the right expectations, get better quotes from vendors and evaluate the different service providers.

Download checklist

This template helps you ensure your marketing goals are Specific, Measurable, Attainable, Relevant, and Timely.

Download

HubSpot CMS is the only website content management system built on a CRM. Read what this unique approach allows you to do.

Read guide

EXAMPLES

References

Explore references

Website re-design for a global enterprise

Siili Solutions is a globally operating listed company and a well-known operator in the IT field. We developed the company's new website in cooperation with a design partner.

Go to siili.com

Website for practice management solution

Pixie is practice management software for accounting firms. We developed their new website.

Go to usepixie.com