The traditional approach to websites is failing you.
You’re here because you’ve exhausted all avenues available to you when it comes to understanding how your website might work that bit better.
Like an increasing number of forward-thinking marketers and directors, you’re approaching the point of wondering whether the traditional approach to websites might be that little bit broken.
You spot something wrong with your website, or an area that’s under-performing. You approach your agency or your marketing team for ideas and a solution. At some point in this process it’s decided that you need a new website. Six-to-nine months later a new website arrives and works well for a few months. The cycle then starts again.
Website design trends move quickly. So should the process.
This has been the approach to building and improving websites since websites arrived on the scene. That means it’s a process that’s been around for almost 30 years. Few processes survive for that long without looking like they could be improved.
Approaching your website in this way creates large peaks and troughs. Your website gets a ‘bump’ in performance whenever it relaunches and people pay attention to it again. All of the problems are fixed for a short period. Users like it, respond to it and KPIs such as leads improve for a time. Then the trend takes a negative turn. Users and your team start to spot problems. The problems become performance issues. The performance issues impact the figures enough that, guess what... you need a new website.
Turning website improvements from guesswork to science.
The problem with a lot of attempts to improve websites is that they turn into a discussion about who likes what and who thinks what will work best.
Your designer is certain that this shade of colour gets better reactions. A member of your board is adamant that implementing this new technology is what’s going to turn things around. A consensus is reached and a change is made.
Websites though are modern day science experiments, where enough data can tell you what has happened, what’s likely to happen and what you should do about it. This is the fundamental change that you can make in your approach to website improvement.
Where previously you might have guessed at what you could improve, now you can look at what you can definitely improve and what the impact might be… and you don’t need to build a new website to make your changes.
Modify. Test. Improve.
Modern approaches to websites focus on making small incremental changes based on actual user data and then monitoring that user data to see if things have improved. Whilst you may need a new website for all sorts of reasons, that decision is driven by actual user behaviour data, rather than guesswork. A new website is built quickly and with the intention that it will be modified constantly based on the data available.
Each small modification drives improvements. Does one landing page convert more quickly than a second page on your website? Quickly apply the first design to the second landing page. Test whether performance improves over time. Report an improvement in your website.
Over time the impact of your small measurements and experiments builds incrementally into a high performance website that only ever needs to be changed, rather than fully relaunched. Expensive rebuilds, with long lead times are eliminated, resulting in a website where change is welcome, performance is noticeably better and improvement is part of the culture.
We believe that agile, growth-driven marketing creates better websites. That’s why we approach the need to improve your website differently from most other agencies. If you need a new website we’ll make that happen quickly so that we can start to measure what’s actually happening, make a data-driven decision and help you to reach and exceed your marketing goals.
See your website for what it is: the central part of a sophisticated content hub designed to generate leads. A marketing platform such as HubSpot provides all the tools needed for successful inbound marketing.
Continuous improvement to website design based on real user data to improve performance over time. It's a more productive method of running a website. Regular improvement focused on high-impact areas will increase conversion ratio.
Move buyers through conversational sales funnels by offering advice and building a relationship that is personalised. Optimise where and how conversations take place to improve website performance. Conversational Marketing leads to higher on-site conversion and more engaged prospects.
We're ready to talk if you are.
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