So why don’t more businesses implement a Growth Driven Design strategy for their websites? It could be because web design agencies simply aren’t aware of what Growth Driven Design actually is and why it’s so successful, so let’s agree a definition.
Definition of Growth Driven Design.
In its simplest form, Growth Driven Design is a smarter approach to web design. More fully, GDD is an agile development or redesign of a website in intentional increments. The traditional approach to web design follows web design trends and technologies to create a visually appealing website, GDD is a data driven process whereby form follows function. Therefore, it’s essential to understand the websites function and to clearly agree this from the outset. The best way to achieve this is with a fully developed strategy that captures the GDD process and crucially involves your sales and marketing teams input as much as your technical teams input.
Growth Driven Design website strategy, 13 Steps.
- The first step is usually for a questionnaire to be sent that documents your company details, goals for the website, what your ideal customer would look like, etc. This is then used during the kick-off meeting wherein a GDD Services Team Strategy and Process worksheet is formed.
- Also during the kick-off meeting, the client will be introduced to buyer persona’s which personify an ideal customer, their job role, their sources of information, goals and problems. Buyer personas are essential to truly, madly, deeply understanding our customers and are fundamental not just to GDD but the entire Inbound marketing process too.
- Once our buyer personas are understood, we then capture the client’s fundamental assumptions such as what core problems are their personas (customers) facing, what solutions can we offer to solve those problems, what is the clients unique value proposition for those personas, are there any existing alternatives, what metrics can we implement to measure the success of the website, what pre-sale key informational needs, triggers to visit, first value experiences and revisit drivers can we implement and deliver?
- Armed with our personas and clearly defined fundemental assumptions we then map out the journey our personas undertake to arrive at our website, for example what search strings are they likely to enter into a website and what sources of information will they consult to educate themselves on how to solve their core problem? We can then dig into how the website will fit into that journey and close out the kick-off meeting by clearly defining next steps and expectations.
- The next step is to perform an audit of the client’s existing website, their competition, and to perform extensive user research including testing and gathering feedback from existing site users. This is where GDD really comes into its own and by gathering feedback from actual users we can understand what customers actually want – not what we think they want.
- At this stage, we can storyboard the client’s personas, fundamental assumptions, current journey and empathy map, define an overall website strategy, identify a high impact page strategy, before gaining client approval to proceed with a brainstorming session.
- During the brainstorming session we define roles for each team member and generate a list of ideas that brilliantly solve our persona’s problems. Then, we prioritise each idea generated by business impact and choose the most impactful ideas to begin working on immediately. Usually by choosing just 20% of ideas that generate around 80% of business impact we have identified the content for our launch pad website. This agile iterative implementation of a launch pad website is what enables the GDD process to deliver results quickly.
- Once our top 20% of the most impactful ideas have been identified we can still catalogue a list of ideas and features that can be implemented later, however we are now ready to begin building out a roadmap for our launch pad website and are in a position to present this to the client with a quotation for the effort required to build the launch pad website.
- Our platform of choice for all web developments is the excellent HubSpot platform which enables us to then seamlessly transition to a fully-fledged Inbound marketing strategy once the GDD website is in place. With the right platform in place we then can begin generating content for the launch pad website including high impact page copy, photos and videos, medium impact page copy and finally low impact page copy. With the content in place we can then focus on SEO and URL structure.
- Now it’s time to develop site architecture and the UX for our personas and we can proceed to building high impact web pages and implementing the design of our beautiful web pages. The design process should include 5 second testing the high impact pages, user testing the high impact pages and handing off the responsibility to build the pages to our development team.
- At Strategic Asset we perform this on HubSpot and create the base template, develop the global sections, template features and styling templates before implementing a rigorous quality assurance process which tests for speed of pages, a design and functionality check, an SEO audit and internal link check.
- Only once all this work has been completed do we actually launch the website and submit the site to search engines to crawl. Furthermore, it’s now necessary to begin user research in earnest with heat mapping, scroll mapping, and with surveys to validate our fundamental assumptions. This data driven approach is what sets GDD principals apart from a designer led visual style approach. The site actually delivers the results it was conceived for.
- Once the site is launched we continue to monitor the organic traffic to the site and schedule ongoing meetings to harvest the low hanging fruit from our ideas board generated in the previous brainstorming session. The site will continually be tweaked from this point on using data and user research to achieve all of the goals we identified in our fundamental assumptions session.
Strategic Asset is a creative technology startup offering a mix of Managed IT Support Services, Digital Marketing Agency and Digital Transformation Consulting. We analyse website performance during our Monthly Service Review. Typically, this kind of approach is a win/win for both the client and ourselves as the client enjoys growth and is keen to implement a full blown Inbound marketing strategy. If you’d like a free ‘Services Team Strategy and Growth Driven Design Process’ template to get started, then click on the button below and enjoy your first steps towards technology that drives growth and fuels innovation.