Custom Website Design on HubSpot CMS

Why do you need a new website?

Is your site failing to convert visitors to leads? Is it looking tired and outdated, or does the UI make navigation difficult? Is it hard to change and update? Is it delivering a poor mobile or tablet experience? Sometimes it’s easy to see the problems but more difficult to visualise what the right solution would be.

These all matter, of course, but is your site focused on what your ‘ideal customer’ really wants and needs from your brand.

As soon as you start thinking in this way, a lot of decisions about a redesign become easier to make. Thinking about the way your customers consume media, the devices they use, the questions and challenges they face every day, can all inform a dynamic design approach that constantly adds value for your target audience. This is growth-driven design in action.

How Equinet delivers custom website design

The growth-driven design (GDD) approach challenges the assumptions of a traditional web design process. It rejects long-winded waterfall timelines and the set-and-forget mentality of agencies that design, build and depart. It prioritises rapid delivery of key web functionality that is quickly added to in cycles of continual improvement.

In GDD every design decision is taken based on real data and customer insight, with the sole aim of driving engagement, conversion and growth. It’s an agile, customer-focused approach to maximising growth that is increasingly relevant for unpredictable and uncharted commercial times.

Equinet delivers bespoke website design

Goals

First, we always ask what are you trying to achieve for your customers with your website? How has your site performed historically for them, where would you like to improve, and how will this impact overall marketing goals?

Qualitative Research

We dig into the data and perform a quantitative audit of how your existing site is performing, reviewing what is, and is not working well, where customers are dropping off and failing to engage.

Fundamental Assumptions

Using what we’ve learned in previous steps, we form fundamental assumptions about users including value propositions, locations and devices, and what information your users are actually looking for.

Personas

Next, we develop detailed persona profiles for the different types of customer visiting your site, the ‘ideal customers’ you want to attract and interact with.

Quantitative Research

After identifying areas of opportunity through your audit, we reach out to your existing users to learn more about them, gain a better understanding of who they are and find ways to improve.

Global and Page Strategy

We develop a global strategy for the site and page-by-page strategy for each major page on the site. Both incorporate previous steps and lay out details of how to best engage and influence the user to attain your goals.

Equinet designer builds a launch pad site to power a growth driven design

Armed with this plan, we create a wish list of website features and functionality. It’s an exhaustive list that will detail how you want to deliver for your customers. What digital features could add value and make your site an essential destination for prospects and customers to explore and use in their professional lives?

Your wish list determines the initial action items we must put in place on the new site. But it is an agile list, that can be changed as we re-prioritise actions items over time.

Then a ‘launchpad site’ is delivered as early as possible. It contains the content and user experiences taken from the wish list that will make the most impact - the 20% of the functionality that will deliver 80% of the value for your customers.

Cycles of continual improvement

medium-green-arrow

Then we deliver more. We add to (and subtract) from the wish list in an agile way, planning and building out new functionality on the website in quarterly cycles of continual deployment, learning and improvement. We plan new additions to the site, develop them, learn from the results and transfer the knowledge to the whole organisation.

Plan

The first step is planning the most impactful items at the current moment to install into the current cycle.

Learn

After each experiment, we look at the data and ask if the change had the impact we expected and why? What did we learn about your customers that we didn’t know before.

Develop

Each action item is an experiment, and we will set up validation tracking on the metrics to understand how it is contributing to the overall success of the site and your business.

Transfer

The last step in the cycle is to review what we’ve learned from each completed action item. We brainstorm how this may be useful for others and transfer impactful information to other parts of your business.

bespoke-website-design-img5

The bottom line - if your website is not helping your business, it’s not working. If it’s not attracting and converting the right people, at the right time, if it doesn’t feel relevant and easy to use - then it could be time for a website redesign.

A web design approach that brings with it a data-led customer focus, as well as an ability to be agile and responsive in a fast-moving and unpredictable commercial world, is likely to be pivotal to the growth of many brands in the years to come. A GDD approach is one way in which these processes and protections can be ‘built into’ your plans and your every-day digital thinking.