What! It’s gonna take six months for a website redesign. Frustrating isn’t it, your website is so critical to your marketing today, to wait six months until your rebuild is completed so you can launch your new promotion, the one that will drive your business growth, seems crazy.
The fact is, the average website rebuild for a small to medium business ranges from $15000 to $100,000 and takes 3 to 6 months to complete and is a huge drain on resources both the money and time.
It doesn’t have to me like that, with growth driven website design you’ll get your website in half the time and you’ll get better results too. How’s that possible? read on…
Half the time and a fraction of the hassles
The growth driven design methodology comes, in part, from agile project management where you’re continuously delivering and commissioning rather than working until a project is completely finished before commissioning anything. This agile process enables more effective communication between the client and the developer achieving the best result, and the one you really wanted, in the shortest time.
A growth driven web design project starts out with the development of a launch pad website. The launch pad website is a portion of the complete website commissioned with the new design and new content. The launch pad website is launched quickly and won’t be perfect, it will be the platform for continuing website improvement.
Because only a portion of the complete website is initially commissioned, it happens quicker, cheaper with fewer hassles and fewer risks than a traditional complete rebuild.
So what goes into the launch pad website?
The decision about what goes into the initial launch pad website is an outcome of a strategy stage in the process.
The strategy stage is much like you would do for a traditional website development, the key difference is that instead of creating a plan to deliver the whole website in one go, a wishlist of all that needs to be done is created.
Now you have this big wishlist of what your website should ultimately include, what do you do first? Start with the most impactful things, those things which are going to produce the greatest outcomes. Your website redesign may have come about because you are about to run a special promotion, and I’m guessing a 6 month wait for the new website was just too long, well this is where growth driven design comes in, make your new promotion a key part of the launch pad website.
There’s usually a small portion of your overall website driving most of the results, so rebuild this portion first.
After commissioning the launch pad website a process of ongoing improvement cycles begins the aim of which is to continuously improve, experiment, learn and refine the website.
Each cycle, usually each month, the wish list is reassessed, and added to if necessary, and a few items are selected for implementation in that cycle. The items chosen are those considered the most important as they’ll be the most impactful to the website or for other business reasons.
On top of the development of new items from the wish list, each cycle includes some analysis of the website performance against goals. This analysis helps feed the decision about what should be done in this cycle. The idea is that you only bite off the amount of work you can chew each month so you’re not overloaded.
This process of continuous website improvement is dynamic in that you’re always working on what’s relevant and driving the best results for the business. Compare this against the traditional website development process where the website is commissioned and largely remains unchanged for 2 or 3 years regardless of how well - or poorly - it’s performing.
Continuous improvement sounds like a pain - well it isn’t
I know it sounds like the work never ends and that could be a pain. It isn’t, your website is one of your key marketing assets and needs to dovetail into all your other marketing and advertising activities. These change all the time and it doesn’t make sense to plug them into a website which is largely static for 2 or 3 years.
Once the cycle begins it’s easy to plan for and manage. It’s a small time and money commitment each month which drives continuous performance improvements and hooks right in with your other marketing and advertising campaigns.
Instead of having to drop everything for six months for a traditional website rebuild, you program the monthly website improvement cycle such that it fits in with the rest of your work activities.
Growth driven website design & development takes the pain out of website rebuilds by:
Substantially reducing the time, effort and cost in getting your new website commissioned
Allows you to launch that new promotion much sooner
Reduces the amount of time you’re taken away from all the other things you have to be doing
Spreads the cost over a longer period of time making the process much more affordable
Results in a website which provides much better business outcomes