Why You Should Redesign Your Website Every Month with Growth Driven Design

06/19/2015 3 min read Written by Daniel Lynton

If you’re like most marketers trying to keep your website fresh, you might be redesigning it every 2-3 years, spending $15,000 to $80,000 to launch, and suffering through months of agony. Trying to please all your internal stakeholders, addressing the needs of your buyer personas, writing and re-writing content, approving design revisions. Becoming distracted from core activities in your marketing plan, or worse, working extra hours to keep it all on track. Crossing your fingers, hoping the new website won’t take your analytics or create more problems than it solves.

There has to be a better way!

What if you could redesign your website gradually, over time? What if you could focus on the areas of your website that actually drive results -- more visits, leads, and customers? What if you could present hard evidence to your stakeholders that design A works better than design B, despite their bias for B+C+D? Enter the world of Growth Driven Design, or GDD. In this world, you are making constant improvements to your site, with the help of web and marketing experts that use data to make decisions. You can finally say goodbye to bloated website redesign projects.

What is Growth Driven Design?

Growth Driven Design, or GDD, is the practice of constantly improving and evolving your website -- its design, conversion funnels, content, and structure. Changes are guided by either a hypothesis or hard data, such as your web analytics, user testing results, split testing, heat maps, or buyer personas. GDD keeps your website fresh and current, optimized for lead generation, and relevant to your buyers and customers. By investing in monthly website improvements instead of a website redesign project every two years, you will realize steady gains in your website’s performance and an overall greater return on investment. 

What you can do with Growth Driven Design:

  • Design a new homepage banner -- and test its effectiveness compared to the old one.

  • Run a usability test to get feedback from your users or an anonymous panel.

  • Move the location of key Call to Action (CTA) buttons, navigation menus, or other content based on the results of heat map analysis.

  • Steadily add or edit content using personalization tactics, such as targeting a visitor’s buyer persona, industry, or product interest.

  • Simplify or reorganize the structure of your navigation menus.

  • Run tests to optimize conversion rates on your landing pages, blog, or CTAs.

Why Growth Driven Design Is the Best Alternative to Traditional Website Redesigns

Avoiding the extended wait, investment and agony of launching a redesigned website is probably the foremost benefit of growth driven design, but there is a host of others:

  • Stay ahead of the curve. Most of your competitors aren’t optimizing their website every month. Gain an edge with GDD and you’ll always be one step ahead of competitors.

  • Save money, time, and headache. Updating your site in small iterations will make a faster impact and require less of your time and attention.

  • More affordable, steady and predictable costs -- paying a small amount each month rather than a large project fee provides easier budgeting.

  • Delight your users. Have your website redesign projects suffered from “design by committee”, where everyone in the company needs their say in how the website looks? With this approach, nobody wins. Let your users, and the data, guide your website redesign needs, and everybody wins.

Is Growth Driven Design Right For You?

You might say, “My business is different. This GDD thing won’t work for me.” Or, “How do I convince the rest of my team this is what we need?” Let’s talk. We can show you real-world examples of what has worked for our clients, along with example engagement budgets.

Speak with one of our inbound marketing experts about Growth Driven Design. 

By: Daniel Lynton

Daniel is the founder and CEO of Lynton, a HubSpot Elite Partner specializing in all things integrated inbound marketing. Daniel started Lynton over 20 years ago as a teenager with a vision and Internet connection and has grown it to more than 30 employees serving clients worldwide. As CEO, Daniel guides his team with an innovative spirit, aiding in ideation and strategy. You can find him cooking, reading, or enjoying the mountains of Colorado when he's not propelling Lynton forward.

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