What to Know About the Website Design Process

What to Know About the Website Design Process

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Designing a new website is an exciting—and anxious—time! It can open your business up to a whole new set of prospects and leads and modernize your marketing and sales strategy. But if you’ve never done it before, or it’s been a good long while since your site was last updated, the web design process can seem opaque and confusing. 

Here’s what to know about the website design process to ensure it goes smoothly:

Share All the Information You Can at Your Initial Sessions

The web design process begins with a discovery phase or a brainstorming session, where you share information about your business. This covers the gamut, from what you do and how you do it to your products to your logo to your design preferences to your ideal customers. 

Everything and anything you can share with your website design team will be valuable. 

Why? 

Because your site not only needs to be beautiful and functional, it needs to convey important information to website visitors, convert those visitors into leads, and do it in your brand’s voice. In order to do this, the team designing your website will need to know your audience—who is going to be visiting your website—so your site can communicate with them effectively.

Give Your Designer Somewhere to Start 

Sharing all you can with your website designer or design team doesn’t only apply to information—it also applies to documents, images, and other useful resources and assets.

Any existing marketing materials like brochures, photos, logos, flyers, and customer-facing informational documents can be extremely helpful to your designer in:

(a) understanding what your company does

(b) understanding your brand voice

(c ) including those assets (like logos) on your site

Share All Logo Files

When it comes to sharing assets, particularly logos, make sure you share everything. This helps ensure a smooth web design process.

The .jpg of your logo that you use in your email signature isn’t going to be enough: your website designer will need access to the originals in any and every format you have them in order to format them correctly to display on your website and provide visitors with a consistent brand experience. We’re talking .psd, .png, .tif, .jpg, all of them.

If you don’t have these assets, and you’ve just been using a 20 KB .jpg image in all of your brand communications, talk to your website designer about your options. They may be able to create a web-ready version of your logo, or direct you to someone who can.

Hand Over the Reins

For a website design process to be successful, you have to relinquish some control to the designer. If you want total control over the design of your website, you’d have to design it yourself. And with your existing responsibilities, you just don’t have time to do it. Plus, even though you’re an expert in your field, you’re probably not also a web design or graphic design expert. 

This is true of your employees as well. Even if your technical writer is amazing and you think she could write your website content and you have an IT guy who knows a bunch of coding languages, it’s still best to hire pros. 

Website designers have the expertise and the time that your employees with other specialties and duties simply don’t have. Your IT guy needs to be troubleshooting computer issues, not tied up hard-coding your site. 

Plus, hiring professionals to design your site ensures that your site is up-to-date with the latest web design best practices, future-proofed for upcoming changes, and that a disgruntled employee with admin access to your site doesn’t cause unprecedented damage to your brand and reputation on their way out the door.

Let the Designer Do Their Job

This goes along with the last point. You have to trust the designer to do the job you hired them to do, and you have to let them do it. This means that while you’re allowed to share your vision for the appearance and function of the site, you can’t dictate every last thing down to the placement of every button.

Web designers are skilled and credentialed professionals with years of experience designing websites, and they know the best practices for how your site navigation show work and where buttons should be placed. 

If they say you shouldn’t only have one page for all of your services, but to break them out into multiple pages, there’s a good reason for that. If you choose to go against your website designer’s recommendations, the designer might give you what you ask for, but you’ll be hamstringing your site in terms of user experience and SEO performance. 

The Web Design Process Doesn’t Happen Overnight

Website design is not as easy as just plugging your information into an already created shell and just changing the colors. It takes time to lay out the sitemap, write the page content, create visual assets and design elements, research keywords, gather information about your company and offerings and put all of that together to create a website. 

Plus, there are many factors that will influence how long your site design takes. How quickly do you get back to the designer with information? How quickly do you approve concepts or content? How many pages will your site need to be? What special features or design elements does your site require? Adding on to any of these factors will add to the length of the design process.

Some designers will tell you that they can create a custom website for you super quickly and super cheaply—this is usually too good to be true. In these cases, you’ll likely get what you paid for: a “custom” design that looks mysteriously like a bunch of other sites you’ve seen on the web, stretched out and pixelated graphics, broken links, and typos. While a good solution today might be better than a perfect solution tomorrow, a bad solution is never the right option, even if it could have been implemented yesterday.

Interested in building your own company’s website? We’d love to help. As an inbound marketing and growth agency, we develop websites that are both beautiful and functional. Get in touch to see what we can build for you.

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Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Everyone in business knows this cliche: if you’re not growing, you’re dying. And though we might hate to admit it, sometimes, cliches have some truth to them. In today’s competitive market, if you’re trying to grow your business, not let it die, you need to use all possible tools and strategies to your advantage. One of these tools is growth-driven website design. 

Yes, even your website design needs to be oriented toward growth if you want to grow your business and have an advantage over your competitors. Click To Tweet And while you might know what your competitive advantages in your industry are on the business side, translating that to a web design that grows your business can seem confusing, daunting, and like a bunch of jargon. But it’s not. It’s a real way to grow your business and one that you need to pay attention to.

What is Growth-Driven Website Design?

The goal of growth-driven website design to help your company grow. It achieves this through beautiful, functional design that is user-friendly and mobile-responsive, as well as through strategies for increasing calls, conversions, and leads. 

 

Growth-driven website design incorporates various strategies for enabling visitors to get the information that they need, get in contact with your business, and convert to leads. It does this with simple design and logical placement of information and buttons, as well as easy ways to get in touch, like a call button or a live chat. 

 

It also focuses on a smarter approach to launching a site than the long lead times of traditional web design. Growth-driven design gets your site launched quickly, so you can start seeing results sooner. Plus, growth-driven design is heavily data-based, using data to drive decision making and optimize results.

How is Growth-Driven Website Design Different?

When most websites are designed, the designers aren’t necessarily thinking about business growth. Instead, they’re thinking about user experience, mobile responsiveness, aesthetics, function, and layout. All of those are crucial aspects to a successful website and improving user-friendliness and the appearance of your site can help you convert more leads. But growth of the business isn’t a design goal in traditional web design. If growth happens, it happens incidentally.

A growth-driven website design is different from a traditional website design because it is focused on enabling growth. Click To Tweet A traditionally designed website says “this is who we are and this is what we do” about your company; a growth-driven website design says all that, plus “this is what we want you to do”—which is to call, chat, or convert.

 

Another way that’s different from a traditional website design: you know whether it’s working. Growth-driven design uses data to determine growth and to track progress toward growth goals. These metrics can help you to determine the ROI of your web design, as well as optimize your design for the most conversions, leads, and growth.

Why Should You Care?

Very few business owners are going to say that they don’t want to grow their businesses, and those who do aren’t concerned with website design. But for the majority of businesses out there, growth is a constant and ever-elusive goal.  

 

You want leads, right? You want new customers and to make more sales? Well, if your website isn’t helping you get those leads, you’re relying solely on your sales and marketing team… which you can’t expand until you have a bigger budget… which you need to make more money to have… See where this is going?

 

You already have a website. (If you don’t, just, wow.) Orienting your website toward business growth is going to drive leads, conversions, and calls, which is going to lead to more sales, more profits, and business growth. Why wouldn’t you use all the tools at your disposal?

How Do You Get a Growth-Driven Website Design?

Don’t just ask your IT guy to build you a growth-driven website. He’s not going to know what that means, and there are a lot of other reasons why you shouldn’t ask someone in-house to hard-code a unique website for you. 

 

A run-of-the-mill website design company isn’t going to cut it, either. Why? Because they aren’t going to know the best practices for driving business growth, even if they are skilled at designing beautiful and functional websites.

 

If you want growth-driven web design, you’re going to need to partner with a full-service growth agency. A growth agency helps grow a business, in all aspects, from sales enablement to inbound and outbound marketing to CRM support to website design. Growth agencies have the tools and experience to know exactly how to help companies grow, and how to leverage web design toward that goal. 

How Do You Find a Growth Agency?

First, look for a full-service marketing agency that calls itself a growth agency. If an agency isn’t promoting itself as a growth agency, it’s probably because that’s not their focus. Here are some other qualities to look for in a growth agency who can give you a high-quality, growth-driven website design:

  • They have a proven strategy—proven how? Through testimonials, references, and case studies of how they’ve helped their clients grow their businesses.
  • They care about metrics—metrics are how you know what’s working… and what’s not. A growth agency should care about metrics, understand how to read them, and be able to provide you with real, specific, relevant goals based on data.
  • They know your industry—a growth agency should have an understanding of what growth looks like in your industry. The B2B space isn’t the same as the B2C space, and the needs of an industrial manufacturer are going to be different than those of a residential developer.   
  • They’re a HubSpot PartnerHubSpot is a leader in the digital marketing and CRM software space, and they’re pioneering growth-driven website design. A growth agency that partners with HubSpot is going to have access to industry best practices and innovative technologies that support growth-driven design.

Never heard of web design that can drive business growth? Let us show you what it looks like, and why you need it. 

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3 Ways your B2B Manufacturing Website Kills Lead Generation

3 Ways your B2B Manufacturing Website Kills Lead Generation

B2B manufacturing sales have got to be one of the most difficult deals to close. Even when you finally get a qualified lead, it can take them months to get the money together and make a decision. That’s why your top priority is always focused on generating more leads. But what if your website is currently killing your chances to rope in some of those great qualified leads you’re looking for?

If you’re like most B2B manufacturers, it might be. Here’s the top three reasons why:

Dinosaur website

If your website was built before 2008, there’s absolutely no way it’s going to send you leads. You probably built it because the competition did, and then you forgot about it, didn’t have the time to put into it, or just really didn’t know what to do with it. If your site is old, it makes your company look old and outdated. And with 94% of B2B buyers researching their options before they even make an initial phone call, that’s putting you way behind. You have to have an updated website with user-friendly navigation, and a responsive design before you can even think about generating qualified leads.

You don’t know your ideal client

If you don’t know who you’re marketing to, it can be really difficult to attract that type of lead. To have a website that works for you, you need to understand what your ideal buyer looks like. How big is their company? What’s their budget? Who is the main decision maker? Once you know who you’re trying to attract, it will be considerably easier to develop a site, and content for that site, that speaks to your ideal buyer, and draws in more qualified leads: the leads that you know want and need your product.

No Calls-to-Action

This is another biggie for lead gen. If your site doesn’t have a call-to-action, or a way for people to get in touch with you, it can’t generate leads. It probably seems super obvious to you that if people wanted your product they should call you, but qualified leads need a little nudge. Just having a button that says “get a quote now” or “contact us today” makes your service accessible to potential leads. People that are really serious about your product will click the button to get in touch with your sales team, or leave you their contact information. With their contact information in hand, voila! – you have a new qualified lead.

So now that you know how your site is crippling your lead generation capabilities, it’s time to fix it:

If you want to turn your B2B Manufacturing website into a lead generating machine, we can show you how. We’ve put together a comprehensive, full-scope Digital Marketing Guide that will take you through the basic steps of optimizing your B2B Manufacturing website for increased lead generation. With a website that is user-friendly, and that addresses your ideal client, you’re sure to see the qualified leads rolling in in no time.

Check out the guide here:


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