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Why is the business-website relationship broken?

Why is the business-website relationship broken?

Written by Laura Greenhalgh
Posted on 18 May 2021
Time it takes to read: 6 mins

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The traditional process of website design, management and ongoing maintenance is broken. Due to the broken playbook of the traditional model, more businesses than ever before are resenting their corporate websites that as a result sit silo from the rest of the company.

This becomes a sales and marketing hindrance, with the rest of the company not seeing the benefit of the website which should really act as your shop window to the world and your main source of growth. 

Growth driven design can help you fix the broken business-website relationship. Its lean and agile principles make sure your website is constantly evolving with your objectives and goals. So why should you ditch the traditional website model for the growth driven design approach?

Ditch the traditional model

It ultimately starts when a website is designed and developed. Up to or sometimes over 6 months of work is put in, frequently launching late and over budget having consumed so much more of everyone’s time than anticipated. 

This is where the relationship between business and website starts to dwindle. Out of a score of 10, how important is your website to your company? According to HubSpot, 54% say 10. The problem here is that 54% will go through this process of frustration. It will be mostly a negative experience for all involved because the traditional model is vulnerable to project failure. 

Upfront costs pose a lot of risks to projects that then go beyond budget and spend far too much on resources. It’s time for a change.

You wouldn’t let your car turn into a messy rust bucket

Firstly, for most B2B companies, your website is your number one marketing asset and salesperson. Secondly, it’s actually much more than just a sales and marketing tool. It can be influential in other parts of your company achieving its goals. 

Over the last few years, we are seeing more and more HR, operations, finance, legal and product teams getting involved in their corporate website for various reasons. It’s becoming more vital as part of the digital transformation process that many companies are going through. 

We liken it to a car. Your car will have regular services, its annual MOT, amongst other vital work over a period of time. New brakes, tyres, lights, clutch. To keep them running smoothly and to get the most value from your car, it’s a big investment.

Ask yourself, over the past 12 months, how often has your company made impactful improvements to the core of your website? The answer is likely close to zero. Why? There will always be work to do on your website and the longer you leave it live, the same as when your car has clocked up more miles, it likely needs more attention.

New original images, fresh content, relevant case studies, updated accreditations and history. And the longer you leave it, the worse the problem becomes. So you end up going through the whole process of frustration, again.

Be smart and take a shared approach 

What is growth driven-design? The growth-driven design methodology combines lean and agile principles into a highly effective data-driven web design process. That likely means nothing to you but let us explain. 

The growth-driven design method focuses on quarterly themes for continuous website improvement based on real user data and feedback. These themes can be broken down into:

  • Establish - harvest/ audience/ value - a common theme after launching any major website initiatives. The core foundational activities you need to do when you build something new
  • Optimise - usability/ personalisation/ conversion rates
  • Expand - Product/ journey/ teams

Based on the use of these themes, you have a website that is constantly evolving with small, high impact changes that keep your website performing at its peak, just like you would expect when running a car.

This means it can keep going and going without you having to reinvest large sums of money in a completely new project because you have a framework to keep updating on a recurring basis. 

There is a consistency between what you put in (invest) and what you get out (value). 

I hear you - Which road should you take?

Growth-driven design will provide a “focus area” to help your team understand what to work on, what not to work on and why. Through this focus area, you’ll be able to create a lens through which your team can think about ideation, prioritisation and building action items for continuous improvement. Each focus area has a single focus metric to show progress made.

Within this focus area, you’ll find action items that serve as low hanging fruit; items with the highest likely impact that are easy to pick and accomplish after launch.

You’ll be screaming “ROAD TRIP!” far more often this summer, then.

For an honest, professional opinion of the best approach to growth-driven design for your company, please book a meeting.

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