If you are considering redesigning your website, you might think that it is a pretty straight forward project.
If you are like most people, you have 2 options.
Option 1: design the new website yourself (or find the most tech literate person at your company, and get them to do it)
This can seem like an attractive option for companies that are running lean and that aren’t looking to spend much on a new website.
But is it really a good option?
- Low entry cost: you can find “build it yourself” website templates from companies like WordPress, Squarespace, Shopify & even Godaddy.
- You get to control the process: You get to choose each and every aspect that goes on the page. You are right there writing the content and get to see where it is going to go.
- Your site is going to look like a template: And 99% of the time it isn’t going to look nearly as good as the template you’re building off of. The company that created the template specializes in web design. They understand what type of photos look best, how to create custom graphics and how to layout information in an engaging format.
- It’s going to take way longer than you think if you want to create something works even somewhat decently: Each of these services share some similarities but in order to get things like you really want them, you’re going to have to learn some code. Shopify for example, is primarily built on a coding language called Liquid. That’s a language that even as a web design company, we don’t know very much of.
- It’s going to cost more than you think: Once you are into one of these do it yourself services, you start understanding that it isn’t really as cheap as they made it out to be. There are additional charges to talk with support. There are additional charges for using specific elements. You’re probably going to have to hire someone to fix that part that you just can’t figure out. And don’t forget, all of these costs don’t include the time resources that you are spending just figure the new software out.
- You’re not a web design or online marketing company: This is probably the biggest problem with a do it yourself service. You understand your business, whether that’s a B2B oil and gas company or a telecommunications company. But you don’t understand what really works on great websites. People like us spend countless hours researching, testing and analyzing what makes a great website work effectively. Chances are that you’re an expert about your industry, not building effective websites.
Option 2: You can hire a typical web design firm to create your new site.
Most companies choose to go with this option after burning out on option #1. But here’s the problem, there are a lot of web design companies to go with. Which one should you choose?
But I want to talk about a third option…
This is an option that most companies don’t consider (or even know exists) but it is by far the most effective method for creating a site that is your best salesman. It’s the literally the number one way to scientifically guarantee that your site has a positive impact on your company.
Option #3 Growth Driven Design
Growth driven design is something that we’ve been specializing in for over 5 years now.
When we first started, we used to build completely new websites for clients based on best practices and by using design elements had worked in the past and proven effective at converting visitors into customers.
But here was the problem, even with all of our experience with building hundreds of websites, we were still having to guess whether or not our designs would be the best fit for a new client. Each industry and company has a different set of ideal customers. Those ideal prospects respond differently to different kinds of design.
To put it briefly, we were sure that our website was going to produce better results than their previous website but we couldn’t be sure that it was going to be the MOST effective design solution for the client.
That’s the problem that true growth driven design solves.
Instead of just creating a site that you think looks great, it focuses on creating the most important aspects of that site first and then tests them to see how well they work before moving on.
This speeds up the design and development process significantly. Instead of spending 3 – 4 months creating your website, we are able to design, revise and launch your new homepage within 2 weeks.
Now that the homepage is live, we can begin tracking the results. How many people are submitting their information and becoming leads? What parts of the page are people skipping or getting bored by? Which parts of the page do people care about most?
These are all questions that website analytics can answer. Once we have a grasp of what is going on with the homepage, we can iterate, test and improve specific elements.
What’s even cooler, is that while we are collecting data for the initial homepage, we can begin working on the second most important part of the site. Whether it is a landing page for a specific service or a breakdown of why your company is a better fit than your competitor, it doesn’t matter.
What matters is that we are gaining traction immediately and building on that momentum.
Here’s a great example from our partners over at Hubspot that demonstrates the difference between traditional web design vs growth driven design.
Just like any part of your business, maintaining momentum and focusing on creating steady growth always works better than sporadic and untested bursts of effort.
Another advantage of growth driven design is that your cost is reduced dramatically. Instead of spending 15K to 100K on a new website, you allocate resources to building only the parts that matter most first.
This allows you to begin recouping profits from your site before spending more on a redesign that may or may not boost sales.
To learn more about growth driven design, download the free PDF we cooked up below.