How to Design an Effective Website that Actually Converts Leads

More and more marketers are adapting a new concept in the conversion space called Growth Driven Design and the reasons why are clear.

Create a website that delivers results

Traditional approaches to web development focus on developing a set of features/functionality and considering the project complete at launch. The new approach to web development focuses on
quickly launching a new site and then perfecting the site through a continuous cycle of results evaluation and updates. While traditional approaches create websites that stagnate, this approach creates websites that evolve in the direction of constant improvement.

The Growth Driven Website Strategy is an initial engagement designed to set the groundwork for creating your website using the Growth Driven Design process. The initial engagement identifies and documents the goals of the site, identifies an initial list of features to be considered, analyzes the behavior of visitors on the current website, and sizes the project. Once this engagement is complete, your team will have everything necessary to dive immediately into the creation and refinement of a website for your company.

Planning For the Initial Launch

A growth-driven design approach is focused on launching an initial website as quickly as possible. This typically occurs 50% quicker than with a traditional approach to web development. This strategy engagement focuses on identifying the minimal set of features for the base website launch and prioritizes those items over features considered for future versions of the site. As part
of this process, marketers analyze visitor behavior on the existing sites and conduct workshops with company stakeholders.

Using Actual Results to Perfect your Website

The key to driving lead conversions through your site is the continual refinement of the website after launch. After launch, the website becomes a living and growing resource instead of the stagnant website that results from traditional approaches to website development. The strategy engagement sets the groundwork for this process by identifying the metrics that will be measured, the team involved in the refinement sessions, and the correct budget for updates.

The Tip of the Money-Making Iceberg

Building a website that delivers results requires a lot more than a friendly UX and a clean interface. You need to know who your target personas are and what their pain points are. Otherwise, you’re just building a generic website that doesn’t serve your audience. Once the first iteration of your conversion-ready website is live, your next step is to get to work on your distribution channels. What social media channels will you be using? What about your blog or earned media? This is where your marketing team or consultant will come into play. The techniques and technologies needed to perform digital marketing are changing every day.

Over to you!

What do you hope to accomplish when effective strategy, marketing, and technology initiatives come together? Have you implemented this technique before or are you in the throws of it now? Let me know!

(Originally appeared on the Nashville HUG Blog


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