Grow your business with a customer-centric website that never goes out of date.
Using an approach called Growth Driven Design we reduce risk, reduce up-front cost and improve the ROI of your website design project.
You don't need a new website. You need more leads.
When people contact us for help, they are usually focussed on getting a new website. When we start to dig a little deeper we usually discover one of two core problems.
Problem 1 Their current website was built around two years ago using the most fashionable website design trends of that time. It isn't regularly updated and it's looking out of date compared to competitors' websites.
Problem 2 Their current website isn't generating enough new leads and is gradually becoming less visible in search results.
Sometimes clients do need a new website, sometimes we can work with what they already have. But one thing is consistent - in 2016 it's more important than ever to prioritise website design decisions using data rather than the trends du jour.
Continual review of website analytics data and user feedback allows you to adjust your website to make incremental improvements. Spending a little time on this each month means your website never goes out of date, your website helps you get more business and you don't end up with an expensive, ineffective redesign project every few years.
Traditional approaches to website design would involve an expensive 3 month development cycle every couple of years when the website starts to look out of date. This often results in a completely new site.
The traditional approach leads to applying the most popular trends at the time. It’s not until the site is launched that an analysis of the results of the redesign can happen. At this point it’s often too late to bring a project back to the drawing board.
We prefer an innovative new approach called Growth Driven Design. Growth Driven Design (GDD) focusses on developing an adaptable website with the design decisions made based on real user data. Your website becomes a continuously evolving marketing platform.
The principles of GDD are:
Using data to dictate the design decisions.
Spreading the cost over time.
Websites are not static and design can be dynamic based on data that tells us how visitors are engaging.
This constant learning and improvement is how you can maximise your return on investment.
That learning is shared with the marketing and sales teams to help make the most of any other online or offline marketing campaigns.
The result is a continuously evolving website that's built in stages according to assumptions that are validated or invalidated based on data. Features are rolled out in a way that allows us to test and learn from real users.
This approach increases the potential impact that your website has on meeting your business goals and reduces the risk inherent in the traditional website design process.
We begin by looking at your business goals - what impact does the website need to make and why?
We look at who the people coming to the website are and whether they are actually the people that you want to be attracting. We prioritise the best ways to attract more of the right visitors and convert them into leads.
We analyse your current website to understand what is and isn't working well. Where are users leaving? What areas of the site are they most interested in? Where are they struggling?
We conduct a full technical audit to identify anything that could be causing problems with the website’s appearance in search results.
We speak to your customers to understand what we can do to improve their experience interacting with your website.
Following those exercises, we make baseline assumptions about value propositions, why visitors are coming to the website, where they’re coming from and what the points of pain are. This informs the website strategy.
Coming out of the research phase, with an understanding of your customers and your business goals, we create a comprehensive wish list of ideas and specifications around website pages, sections and features for inclusion in the ideal website.
You will be aware of many of these already, but more will be identified and discovered throughout this process.
What are the 20% of items that will make 80% of the business impact?”
Once we have put together a comprehensive wish list of things to include on your new website, we work together to perform an 80/20 analysis.
We decide which items are mission-critical to launch the website. These are included in our first sprint of work - the Launchpad Website.
The underlying goal of the Launchpad website is to launch quickly in order to start making data driven improvements to the website based on real user interactions.
A typical launchpad website can be designed and built within 45 days.
Messaging Information Architecture Navigation Content
Wireframe User experience testing Design
Server Configuration Redirect Old Site Final Tests & Ongoing Monitoring
Once the Launch Pad site has been completed, attention will be turned to the remaining items on your website wish list. Wish list items will generally be aimed at one or more of:
The wish list action items will be evaluated in light of basic hypothesis statements to determine the order that they are added to the site. Each hypothesis statement will identify:
Wishlist items are then evaluated for inclusion in monthly sprint cycles. These sprint cycles are user-centric and seek to continuously increase the effectiveness of the website.
Each sprint cycle includes:
Planning: Wish list items are identified from the outstanding list
Development: Build the current sprint’s wish list items. Gather data from the completed activities.
Learning: Validate or invalidate the hypothesis statements based on data from the development phase.
Transfer: Communicate learning to stakeholders to help improve processes and approach.
Whether you choose a traditional approach or growth driven design, the cost of website design and development is similar. The main difference is that the cost of growth driven design is spread over time whilst a traditional approach results in a large up front bill every couple of years.
The cost of Growth Driven Design varies depending on the scale of your ambitions and how quickly you want to get things done. The typical cost of a GDD project is between £1,200 and £6,000 per month over 12 months.
For small companies or charities you might be thinking of starting a bit smaller, building your business and then moving to GDD in the future.
That’s why we designed GDD lite. We take a similar approach but it means that we ask for more input from your team when it comes to creating and promoting the content. The cost for these smaller projects is typically between £200 and £800 per month over 12 months.
We're based in Jersey, Channel Islands but regularly design websites for clients in the UK and beyond conducting meetings in person and by Skype. We always deliver strategy workshops face-to-face and arrange travel to the UK at our own expense when required.
If you think we could help you with a web design or development project in Jersey or further afield, let's see if we fit with an initial 30 minute consultation.
We always start with a FREE 30 minute consultation to find out if we get on.