22.10.2018

Service & CX

A faster and easier way to build a lead-generating website

5 min read

Matthew

Creating a website has never been easier. Open-source content management systems like WordPress and Joomla have enabled anyone – regardless of skill – to create a website, while integrated content management platforms like HubSpot allow businesses to seamlessly connect their website with their marketing and sales activity.

Most of these platforms are easy to use and possess powerful features and functionalities that allow businesses to develop truly amazing websites.

And yet, despite having these platforms, many businesses still struggle to create a website in a reasonable timeframe… let alone a lead-generating one… but why?

 

Why are so many businesses struggling to build lead-generating websites?

The issue is that many businesses take a traditional approach to website design and redesign. They enlist the services of a website design/development agency (paying a large sum upfront to cover the cost of the build with no guarantee the new website will deliver) and spend a considerable amount of time (usually 6-12 months) ‘perfecting’ it.

Throughout this process, it’s all hands on deck. All staff members are involved in the website build – meaning many business activities grind to a halt – and everyone wants to voice their opinion. The end result is that instead of putting pages live as quickly as possible to streamline the website build and capture important data to inform further page creation, the build is delayed at every juncture as teams disagree on how each web page should function.

Between six months and a year later, the website finally goes live. At this point, a business will have spent a considerable amount of money and has nothing to show for it. The website might look great, sure, but in the time that it has been designed – or redesigned – business activities have slowed, no leads have been generated and parts of the website simply do not meet business goals.

As the website hasn’t been developed based on any actionable data, there’s no guarantee that it will even attract or convert website visitors. And even if these businesses want to redesign their website, the website design/development agency has already collected their fees and fulfilled their contractual obligations – any new work on the website would cost another lump sum. As a result, the website isn’t updated for another year or two and begins to stagnate until someone complains that the website isn’t working well and can’t be found on search engines.

There is, however, a faster and easier way for businesses to build a lead-generating website. It’s called Growth-Driven Design.


What is Growth-Driven Design?

Growth-Driven Design (GDD) is an iterative website development process. Instead of recreating a website entirely (and spending a ridiculous amount of time and money doing so) businesses instead focus on their highest-value pages (HVPs), the pages that drive the most website traffic and lead-generation activity. If redesigning a website, businesses just need to check their website analytics to identify their top web pages. If designing from scratch, the teams within the business need to come together to agree on what the most valuable pages are in terms of lead generation and go live with those.

Using their HVP pages, businesses build a minimum viable product (MVP) website – a high-impact, strategically effective website that is built on data, the business’ target audience and planning. Consider it a barebones framework that puts a business in the best position possible to generate leads while the development of the website is going on.

As these pages are created and published to the website, businesses set up analytics to track web page performance and how pages are being interacted with. This information will then be used to inform what pages are created next and what kind of design is used.

This is effectively phase one of the website build. Following this, new pages are then agreed, optimised for search and added on a quarterly basis to bolster the website. Businesses leverage analytics once again to see how those pages are performing and use that information to make data-driven decisions on the next set of pages.

It’s a cyclical process that ensures websites are built to their strengths and can deliver business results as quickly as possible – it’s a faster and easier way to build a lead-generating website.

Using GDD, businesses can build a lead-generating website in just 13 weeks. So, rather than spending 6-12 months developing a website with no guarantee of it working, opt to build a high-impact, prospect-orientated website by leveraging the best web pages and monitoring the performance of them to inform future design.

It's a smarter way to approach website design and development.

Not using HubSpot yet?

Book a demo with our team today.

Latest Insights

Marketing & Growth

19 min read

Essential HubSpot workflows you should implement today (July 2024)

HubSpot workflows are the perfect way to automate professional processes. We unpack our favourite HubSpot workflows to showcase how useful they are.

Read more

Marketing & Growth

24 min read

Your guide to building multi-language websites in HubSpot

Explore how to create multilingual websites in HubSpot Content Hub, how best to use them, and best practices for maximising their impact.

Read more

Sales & CRM

91 min read

The true cost of HubSpot: Exploring HubSpot's Total Cost of Ownership

This guide takes a look at the total cost of ownership (TCO) of HubSpot as well as the TCO of Marketing Hub, Sales Hub, Service Hub and Content Hub.

Read more

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more